Rory Sutherland: The Alchemist of Modern Marketing

Mind Hackers episode #3

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This article is part of my Mind Hackers series, designed to profile people, books and systems to help hack your mind for higher-impact.

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Ever met someone who looks at the world upside down and somehow makes more sense than everyone else?

That’s Rory Sutherland.

Rory isn’t your typical executive. As Vice Chairman of Ogilvy UK, one of the world’s leading advertising agencies, he’s made a career out of thinking differently. But unlike most business leaders who rely on data and logic, Rory champions something entirely different: irrationality. He calls his approach "alchemy" — the art of transforming perception to create disproportionate value.

In a world where logic often reigns supreme, Rory flips it upside down.

He believes that changing how people perceive a problem can be more effective (and cheaper) than changing the problem itself. It’s a radical way of thinking that has revolutionised not only advertising but also business strategy, innovation, and public policy.

In this Mind Hackers episode, we’ll look at Rory’s unique brand of alchemy and discover how you can apply his insights to your own life and business.

Let’s dive in:

The Power of Perception

Let’s start with one of Rory’s most famous examples: the case of the Eurostar. The company was looking to compete with airlines by making the journey from London to Paris faster. Engineers proposed a £6 billion project to shave off 40 minutes from the trip.

Rory’s suggestion? Instead of spending billions on infrastructure, hire supermodels to serve champagne on the train. It would be cheaper, and passengers might even wish the journey were longer.