Is cost cutting really a strategy or is it quietly holding businesses back? In this episode of the Business Leader podcast, Sir Richard Harpin sits down with advertising and marketing legend Rory Sutherland. Sutherland challenges some of the most deeply held assumptions in modern business, from efficiency and procurement to marketing, pricing, and customer experience – all through the lens of a marketer. Drawing on decades of experience at the advertising group Ogilvy and in behavioural science, Rory explains why an obsession with cost reduction and short-term efficiency can destroy long-term value, and why businesses need to think in terms of opportunity, not just spreadsheets. This episode is essential listening for founders, CEOs and senior leaders who want to grow sustainably without sacrificing innovation, trust, or long-term opportunity. Subscribe for weekly conversations with the thinkers and leaders shaping the future of business.

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