In this week’s How To Academy podcast, Matthew Stadlen meets advertising legend Rory Sutherland for a lesson in using the power of psychology to make ideas, products and businesses triumph.

In our data-driven age, businesses usually try to use logic, algorithms and theory to drive sales and solve problems. But there’s a problem with this rational approach: humans are innately illogical, and make unconscious decisions based largely on our emotions. What if there was a deeper, underlying logic to explain our irrational selves? How can leaders tap into this ‘psycho-logic’ to drive their brands, products and businesses to global success?

Ogilvy Vice Chairman Rory Sutherland’s has the answer. His inimitable flair and polymath’s curiosity has made him a TED Talk superstar with over 6.5 million views, a globally sought-after keynote speaker, and a Radio 4 regular with two acclaimed radio series under his belt. In this podcast, he presents his ground-breaking theory of creative alchemy.

Blend cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, Rory shows why the demand for logic is stifling our ability to solve problems – and presents a startlingly original set of tools for finding creative solutions.

Learn more about your ad choices. Visit podcastchoices.com/adchoices