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The Diary Of A CEO with Steven Bartlett

E165: The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland

Rory Sutherland is the author of Alchemy, a senior advertising executive, and the man who understands why some ideas connect with people and some ideas don’t. He’s a columnist, an innovator and a trailblazer in the world of marketing and advertising.

Rory doesn’t have time for business platitudes, but rather looks for the unconventional crazy ideas that really stand out. This is why he devoted years of his life to looking at business from a human behavioural perspective, to understand not just why people should do things, but why they actually do them.

Rory always seeks out the outlier and the unexplainable phenomena. He’s become an expert on why certain emotional triggers cause us to behave irrationally, how you can be aware of yourself when you aren’t making smart decisions, and how you can deploy those triggers when you’re trying to sell something yourself. Rory blessed us with his one of a kind knowledge to make this one of the most memorable conversations we’ve had with an author for a while.


  • The concept of how we value things
  • Recursive Trends
  • The brain's marketing function: Signalling
  • technology making location irrelevant
  • making something bad to give it value
  • Scarcity of product
  • personalisation
  • how to deliver a product to the world
  • Why business are focusing on the wrong thing
  • Personal branding
  • Why do you think you successful
  • The last guest question



Rory’s book:


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Huel - https://my.huel.com/Steven

Crafted - https://bit.ly/3JKOPFx

The Diary Of A CEO with Steven Bartlett


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