Three unmissable talks by Rory Sutherland, the acclaimed Behavioural Economist and – with 6.5m views – a TED Talk superstar, on how your ideas, products and brands can triumph in defiance of logic.
You will discover:
Why is Red Bull so popular – even with the usual taste?
How did a major fast-food outlet double its sales, by putting prices … up?
And why do we prefer stripy toothpaste?
In our data-driven age, businesses usually try to use logic, algorithms and theory to drive sales and solve problems. But there’s a problem with this rational approach: humans are innately illogical, and make unconscious decisions based largely on our emotions. What if there was a deeper, underlying logic to explain our irrational selves? How can leaders tap into it to drive their brands, products and businesses to global success?
In these talks, Rory will blend cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, to show why the demand for logic – from so-called economists, technocrats, managers, analysts and spreadsheet-tweakers – is stifling our ability to solve problems and find creative solutions.
Using real case studies from his work and research with the world’s biggest brands and influencers, Rory will reveal how we must learn to identify and understand the basics of ‘psycho-logic’, to get ahead in the modern world.
Discover the science of knowing what economists are wrong about, and how our biggest breakthroughs may lie not in logic and more data, but in the equally important skill of knowing when and how to abandon it. And, in today’s algorithmically-obsessed age, why alchemy is more valuable than ever.
25th April: The Power of Ideas that Don't Make Sense
10th May: The Death of Reason: How Advertising Works