Standard assumptions in economics assume all the persuasive work has already been done, leaving economic models of business to concentrate on optimising everything else – the efficient satisfaction of pre-existing demand. But is this really the major constraint any more? Was it ever?
Rory Sutherland is the Vice Chairman of Ogilvy, where he has worked since 1988. Here he has formed a behavioural science practice within the agency dedicated to uncovering the hidden business and social possibilities which emerge when you apply creative minds to the latest thinking in psychology and behavioural science. He is the author of two books, including the best-selling Alchemy, The Surprising Power of Ideas that Don’t Make Sense (May 2019).