Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dangers of confected outrage and self-censorship to the unfair economics of marketing, Rory challenges the industry’s obsession with logic, optimisation, and process.

We discuss why success is often misunderstood as skill rather than luck, the value of doing a few things irresponsibly, and why inefficiency can be a feature rather than a flaw. As ever, Rory connects behavioural science, creativity, and business reality in ways few others can.

Timestamps

00:00 - Intro
01:16 - How Rory deals with his new micro fame
03:12 - How Jon shut down the London Underground
07:04 - The problem with confected outrage
10:34 - How self-censoring is affecting creativity
12:10 - The power of spontaneity and luck in advertising
16:03 - The unfair economics of marketing
20:54 - Is success just luck?
23:12 - Spend 95% responsibly, and 5% irresponsibly
30:12 - Doubling down on what your competitors do badly
34:32 - Why so many businesses are no longer customer focused
35:29 - Inefficiency as a feature
37:08 - The power of herd mentality
43:26 - What marketers can teach the business world
48:13 - Why internal process is killing businesses
51:15 - Lessons from 200 years of The Spectator advertising
54:47 - Rory’s closing thoughts on marketing