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Rory Sutherland is the Vice Chairman of Ogilvy in the UK where has co-founded a behavioural science practice.

He works with a consulting practice of psychology graduates who look for "unseen opportunities" in consumer behaviour – tiny contextual changes which can have enormous effects on the decisions people make.

Rory is a regular contributor to The Spectator, Market Leader and Impact, and has published two books: The Wiki Man, and Alchemy, The surprising Power of Ideas which don't make Sense.