Rory Sutherland reveals the one £4 book from 1916 that he says is “better than Harvard Business Review.” The book - Obvious Adams by Robert Updegraff holds timeless lessons on creativity, perception, and why obvious ideas often change everything.

In this clip, Rory explains why modern marketers rely too much on data, models, and metrics and not enough on human psychology. Obvious Adams reminds us that the most effective ideas are often so simple they’re ignored.

He connects the dots between creativity, behavioral science, and business success, showing how the best marketing isn’t about algorithms or efficiency, but about noticing what everyone else overlooks.

Whether you’re a marketer, entrepreneur, or creative thinker, this story will change how you see “obvious” ideas forever.

What’s your “Obvious Adams” moment? Share it in the comments below.
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