Rory SutherlandOct 14, 2020
The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
William Morrow 2019
What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019)
Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He’s also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times.
Topics covered in this episode include:
- What’s to be gained from realizing that evolution likes fitness, not accuracy.
- Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don’t apply. Instead, the focus is on noting the exceptions and finding patterns.
- Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes.