The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland | E165
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- Опубликовано: 4 июн 2024
- Rory Sutherland is the author of Alchemy, a senior advertising executive, and the man who understands why some ideas connect with people and some ideas don’t. He’s a columnist, an innovator and a trailblazer in the world of marketing and advertising.
0:00 Intro
02:07 The concept of how we value things
18:56 Recursive Trends
23:42 The brain's marketing function: Signalling
34:43 technology making location irrelevant
41:07 making something bad to give it value
48:14 Scarcity of product
51:38 Personalisation
56:37 How to deliver a product to the world
01:02:59 Why business are focusing on the wrong thing
01:11:00 Personal branding
01:17:25 Why do you think you successful
01:33:43 The last guest question
Rory:
rorysutherland?s=...
Rory’s book:
www.amazon.co.uk/Alchemy-Surp...
Listen on:
Apple podcast - podcasts.apple.com/gb/podcast...
Spotify - open.spotify.com/show/7iQXmUT...
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Appreciate you all for watching! If you could do me a massive favour and hit the like button, it helps this channel out massively 🙏🏽 Thank you
I love when you ask tough questions. Like asking him to give you a counter intuitive reason for gusto.
Never let go a marketing person easily 😂
I loved the podcast just wish we heard more from him, I was thinking let him tell more stories I could have listened to him all day! I have ordered his books lol the amount of books I’ve bought due to this podcast haha!
It's a great interview Stephen. We loved your talk with him at Nudgestock and now this!
I too felt that this episode was less personal but more informative.
Great interview -- enjoyed the impromptu analysis of Rory's storytelling style
Rory is magnificent at answering six questions before a single question has been asked!
😂
Literally 🤣
Steven showed abundant levels of patience in this interview 😂
😂
Fantastic comment!
Absolutely loved this podcast - what a genius this man is. I wish he had his own podcast - I would genuinely listen to him every week!
Check out Nudgestock - it’s a whole conference that Ogilvy/Rory Sutherland put on all about behavioural science. Loss of interesting applications beyond Marketing. Years of it are free on RUclips
@@nf413 Oh wicked thank you! I will 100% take a look - cheers!
His books are brilliant
@@MrMarketingGuy Yeah i have just bought and am halfway through reading Alchemy - loving it! Feel free to recommend any others!
There's "Rory Sutherland's On Brand"
These are the sort of CEO insights that made me love the channel. You cannot get this experience without absorbing it from extremely talented individuals, with the right experience and who are willing to share their knowledge. You making the effort to find these people and share their insights is fantastic.
Recently a lot of videos seem to focus on psychology and childhood of the guests, which I’m sure many people enjoy, but those videos often don’t provide these sort of tangible and memorable insights that this video nails. Real return to form for me!
Absolutely agree on this👍🏼👍🏼👍🏼
Seconded. I'm noticing I skip more of the podcasts than I listen to now. The clickbait titles and the Piers Morgan's Life Stories style podcasts just aren't interesting. Ali Abdaal's Deep Dive is doing a better job now.
I’m having strong reactions (enough to make a comment) about this man. I have seen 2 interviews with him this week. I can see why younger generations of people interested in advertising and marketing think he’s a genius. He’s got good stories and what we could call “The Knowledge” as it applies to his business. However, I think his brand of quirky, razz-matzah showmanship is what his secret sauce is. I’m 62 and grew up with a father who was a very successful businessman in NYC and NJ advertising. He told me some of these exact same stories when I was in high school, almost 50 years ago! The cake mix needing the egg is a classic (and was already a classic when my father told me). I’m surprised he didn’t bring up the fact that even with the lovely, sweet and minty flavor of Scope mouthwash, it is just as effective at killing bad breath germs as the horrid, tongue-burning Listerine, but consumers FEEL like it can’t work as well because it doesn’t burn your mouth. The thing that I find truly disturbing about him is his pride in supposedly getting regulations for vape cigarettes to be kept more minimal. In the other podcast I saw, he came right out and said it was the thing he was most proud of in his career. He said this to Ali Abdul who, as I’m sure you know, is a doctor! Even more egregious, he claimed that he didn’t know why America had come down on Juul. THERE IS NO WAY that he doesn’t know why! He must not be as proud as he claims given that, as we all know, Juul and other vape brands were targeting their marketing to children and teenagers with candy flavors. They were luring kids into a habit that is dangerous and destructive. A habit that he himself cannot seem to control for the length of your interview. It seems obvious to me that he knows that at least some portion of what he says and does is a con, since he raised the question in your interview. Perhaps the most telling thing that came out of his mouth is something most people probably didn’t notice. He mentioned, “He met me …” Have you ever referred to meeting someone in this way? Very few people (perhaps only narcissists) would refer to the situation in that manner. I’m sure YOU would say, “When I met…” or possibly, When we met…” But saying “when he met me…” was very revealing. I’m sure, as he mentioned himself, that he is great at connecting people in his “Rolodex.” And having been in the business myself, I would bet he is an A+ pitch thrower. I find him clever in how he crafts what he says to toss aside the criticisms he knows he might get with preemptive strikes, but at some point, the answer to his question does become, “Yes, it’s a con.” That all said, a lot of great wisdom that has been around for literally generations is highly valuable for new people to hear.
K.
This one podcast episode has single handedly re-discovered what meaning of providing intelligible, useful, practical, and thought provoking insights on marketing, branding and business than any one’s whole podcast/channel/body of work drops in a year or at all. Congrats sir you have re earthed the meaning of providing unquestionable value vs providing meaningless unasked for political/social views and tired regurgitated positivity messages like all other “business channels” do nowadays. Seriously, Thank you!
SIM 🤝🏿🤝🏿
Absolutely educational and inspirational
Couldn’t have said it better myself. Rory single-handedly proves the art of conversation is not dead. Loved it!
Mr Rory is literally dropping gems after gems after gems. I can’t wait to put his advice into action. God bless this man❤️
Sameeee
This mans grasp of the English language is impeccable!
Easiest guy to interview. All you gotta do is say Hi and he’ll take it from there for next hour & thirty eight minutes.
😂 nailed it
I've been looking for this guy Rory Sutherland for about a year but I forgot his name! He's a genius of psychology 🙌🏾🙌🏾🙌🏾🙌🏾🙌🏾 Thanks Steven
Thank you for listening! 🙏🏽
@@TheDiaryOfACEO I just have to give you MEGA PROPS after listening because you were able to roll with him so well! He is so such a fast thinker and I relate to that, but you really kept him grounded, feeling him back in like..."yeah but answer the question dude" 🤣🤣🤣😂😂 AND in such a direct way! And it wasn't rude at all; I'm glad you did because you asked AMAZING Questions PARTICULARLY about communication ability, personal branding, etc. My fav part? At the beginning when Rory said you'll reserve the mutual fanboying for later 🤣😂🤣😂 I love a funny, brilliant, lighthearted soul more than anything! And just recently realized I LOVE the psych of people, sales and marketing so this was an absolute treat🙏🏾🎶💞
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
@@thedevelopmentbydavidpodcast hey a bit ackward of an introduction but the way Rory inspires us to be extra and uncomfortable means that this is the place and space to GO FOR IT! Thanks for sharing I'm headed over!
54 minutes in and so far I’ve learnt so much more - in terms of marketing psychology & strategy - listening to you two gentleman converse, than I have from spending hours studying marketing through a reputable education provider. What a fantastic conversation, thank you both very much.
In my most humble opinion, this has to be one of the most fascinating, interesting, insightful, and thought-provoking conversational interviews I've seen and heard in many a year. I'd never heard of Rory Sutherland before i stumbled upon this video. Well done Steve for inviting him onto your show.
I’ve watched a few diary of a CEO podcasts, usually big names (e.g. Ben Francis), excuse my ignorance but I had no idea who this man is before this, however he is one of the most interesting guys I’ve ever heard. I watched half of this before I had to go out and found myself actively wanting to go home to finish this off. Easily the most interesting speaker on here!
He is the king of marketing
The lack of delivery options & phone number observation is spot on!
I can listen to Rory all day and think I will listen again to this one tomorrow. I thought I spent too much time thinking but Rory has opened my eyes to thinking more and in different ways.
Who is John Cleese, classic generational question
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
@@thedevelopmentbydavidpodcast thank you I will take a peek
I thought the same thing. I’ve always tried to blend in with others and would disregard my own original, out of the box thoughts. The very thing that would help me excel as a marketer. Binary thinking will damage ones creative capacity.
@@atinukeladipo2164 I hope you are more you now. Just the other day I heard this quote, "Confidence means deciding who you want to be without the reflection of what other people think". (Jay Shetty) It is a part of a larger piece but very impactful. The sooner we drop caring what others think the more us we are. Hope you have a great week.
I had no idea who Rory Sutherland was before this, but now I'm hooked! Easily the most interesting speaker I've heard. Rory Sutherland's grasp of psychology is unparalleled. Thanks for inviting him, Steven!
Totally agree with Rory’s point about a lot of e-retail making everything slick up the point of sale, but then making the experience after sale, cancellation and returning of items etc as difficult as possible - in his words, like “entering a world of pain”.
Rory Sutherland has finessed the art of balancing Style, Tone, Volume and Pace which is clearly very natural for him to do no doubt having made the conscious effort to understand the impact of such balance over time. His knowledge of subject has great depth which of course helps but style of delivery is what he is a pro at.
Clever deliver and the details ordinary ppl missed. Totally gem..I saw he was using his asthma pump time after time.
I am 18 minutes in and I love this guy, amazing energy, amazing information and great communicator/ perspectives, I would love for him to be involved in my start up, a very interesting man and hilarious.
I feel like this guy is my spirit animal! If I grow up to be like him, I will die happy! Total character and genius!
Definitely!! He has energy in his voice!!!
Might be my favourite podcast yet. Certainly the one that I’ve gained most insight from, in a business sense. Incredible. His thoughts on e-commerce are fascinating. Keep em coming Steven your hard work and dedication to the pod is showing through more and more.
“Where’s the taxi? Oh he’s stuck at those traffic lights, I’ll have another pint!” Just yes. I’m hooked already 🙌🏼 💕
As an Ad man I'm not ashamed to admit that I gave this a thumbs up within a minute. I love the psychology of marketing and advertising. Lovely stuff!
I spent like five hours to finish this episode as I had to stop it many times to write down so many insights and thoughts. Thanks Steven! It would be almost impossible for many of us to access this level of knowledge.
would you mind sharing with us?
This episode was exceptional. I could listen to Rory speak for hours and hours, and I made so many notes. Thank you, Rory for sharing with us.
Rory is such an interesting man to listen. The examples he gives are so valuable to anyone in business. Great podcast episode!
Fascinating and truly thought-provoking episode. Being seated next to Rory at a dinner party would be a dream come true. Thank you for yet another brilliant guest. Keep up the amazing work! 🙌🏽
I was just thinking that very same thought! He would be one of my 10 fantasy dinner party guests.
The host is by far one of the best if not the best interviewer I’ve ever seen. I love how he is relentless in getting specific with the questions and doubling down to keep the focus. Subscribed!
The best Diary of a CEO yet... bloody loved this Stephen... Rory is just next level thinking.
That was just exceptional. Possibly my fave guest. I could listen to him all day. An incredible thinker.
As a marketer with decades of experience in big brands, I realised how much I still have to learn while listening to the genius of Rory. I was glued from start to finish. Definitely one of the best interviews you've done Steven...
Multi-level fascination. Easily the smartest conversation on marketing that I have listened to. If I had power, I would mandate this content be reviewed by everyone in business school or who has an interest in business marketing. Its a masterpiece.
What a joy to watch and to listen to such a unique guest! Thank you Steven and Rory for this podcast. So much to think and to apply to my strategy.
I love Rory Sutherland's energy!!! I love how Stephen Bartlett makes him explain and expand on his comments.
this is one of the greatest podcasts of all time
This is one of the best interviews that I have watched on this channel. The depth and breadth of knowledge packed into this interview is amazing. The interview was engaging from beginning to end. Keep up the great work.
Never heard of Rory Sutherland before. He makes a lot of sense. A great podcast episode.
4th time I've came back to listen to this - every stage of my business gives it all more context! Great work as always.
This is why i love this channel so much. I would never had heard of Rory other than listening to him here and he was totally awesome and captivating. I have ordered the book. Have to say the quality of guests lately has been superb.
I could watch this 15 times in a row without any problem. Best marketing lesson ever!
i can listen to Rory speak all day
This is probably the best episode so far, could listen to this conversation all day long
This man is amazing! a storyteller, and fantastic example of confidence. Love this guy Rory!!!
As a CEO, these are the kind of insights that I'm always hunting for. Great video
Soooooo many insights in this episode 🤯 I particularly love the deep dive into a lot of the psychology behind things that we see and use in our day to day lives. Keep up the great work Steven and team 😁
So glad! Thanks for listening Robert🙏🏽
Rory is amazing at inserting a genuine appreciation of humanity back into a field that often seems desperate to slurp it right out. Thanks
The difference between Rory and most other smart people :other people can see clearly why a marketing strategy works after the Sale, but Rory can see it before!
I would love to sit and listen to Rory all day. This man knows soooo much my goodness.
LOL I have binged a ton of your episodes as of late and as much as I adore Rory Sutherland and have religiously watched every one of his TED Talks over the last several years I think you may have had just as effective an interview if he were sat across from a mirror! Hahaha phenomenal, world-class job at utilizing patience and silence and interjecting when possible to try to heard the cats
This guy is bang on. If i find out a company is using Royal Mail I will not buy from them or even cancel the order.
What a fascinating guest. Dream dinner guests, the both of you! A profound experience to watch this back and forth, seeing both your minds whir and ponder all! 🙌
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
Thanks for listening Raphael!
100 percent true about answering the darn phone and not hiding a phone number. You do this to me, no matter how much I may love your products, I'm done with you and you can expect an immediate return with no further business coming your way. If you can't be bothered to service the sale, I can't be bothered to purchase from you.
The guy is amazing and appreciate sharing this wonderful moment. Tx
By an absolute mile the most gripped I have been to this. Brilliant
We're all fans of Rory at 42courses. Apart from all the great courses he's created with us he''s so generous with his time and just has such great insights.
Wow! Rory was captivating. I lost count of the number of times I chuckled and nodded my head at a point he made. “The Uber driver is stuck at traffic lights, I can have another pint” 😂
10 minutes in and I'm mindblown! You've done it again! 🏆
I have a lot of respect for RUclipsrs who have the patience to interview Rory. He is wild as they come but a brilliant and well respected ad man.
Mr Sutherland has a brilliant mind. 👌🏾
I’m only half way through and this is SO fascinating. I’m learning so much 🙌🏾 I love these conversations. Rory is a very charming and captivating interviewee also!
I love this Guy! He deflected all requests to delved in to his personal life and what made him successful.
Great insight in to Branding & Marketing
Rory is brilliant as usual. Learning from his RUclips presence for years now.
Never tire of listening to Rory!
OMG Rory Sutherland is a guest here ! Loved his seminars during my Ogilvy days!
Loving this podcast, feels so informal & comfortable ... Rory has a real rambling storytelling vibe that makes me want to stay put, relax, listen & learn without even realising I am. Great qualities 👌
Rory is as utterly captivating as always. You did an excellent job with the interview, great flow and excellent sound quality.
This has definitely been one of my favourite episodes to date! So much information and value here
It’s incredible that we get to hear from such extreme experts for 1.5h could have been 5 and a half. Absolutely loved it 👍🏻
This is one of those podcasts that will go down in history. If you doubt then do yourself a favour and listen again because my thinking and perception analysis just went through the roof. Thank you Steve and thank you Rory for being so generous with your presence and wisdom.
This has been my favourite interview on this show, what a fascinating character.
For a long time, I haven't been excited by the ideas of someone as much as this guy
Appreciate your dedication & consistency. Towards this podcast 🔥
🙏🏽
The RUclips algorithm brought me here but the quality of the content has made me subscribe. This made me think differently about a whole bunch of things. This was excellent, thanks!
Absolutely loved this episode! So interesting. If I was a CEO I'd have Rory consulting for me every week.
really enjoyed this one, that thing about HMV and CDs was gold. one can extract alot of knowledge from that concept. thanks for these podcasts, they are very educational and enjoyable
I’ve been watching this podcast for well over a year and this has to be my absolute FAVOURITE episode yet. 🔥
Without doubt the best guest you've ever had on this podcast.
Fresh approaches lovely and see the world as laughter
Wow. My new favourite podcast episode ever. What a fascinating guy he is, I could listen to him all day
I f*k'n love Rory Sutherland! This dude is a freakin' treasure trove of counterintuitive insight and wonderful knowledge. Thanks for interviewing him. Thank you, rory, for always sharing so much goodness with the world.
Best guest you have had by far!
Oookay! This is now my favorite episode yet. Absolutely enjoyed every second of this. Also, love Steven's honesty with signaling.
I've been listening to dozens of episodes recently and this one is up there with one of the most insightful interviews. Thanks so much to the both of you 👏 bought Alchemy!
This was more of a monologue rather than an interview. A+ patience and regaining control of the conversation by honing in on the conversation itself. Steven. A+
My favorite interview yet….. this guy is just fantastic. In awe!
What a fantastically eloquent man, amazing voice totally captivating and such a fascinating subject, thank you 🙏
So much value here. All business owners need to listen to this.
Rory is a gem, we are lucky to have him.
amazing food for the mind. The eloquence, brilliance and message of Mr. Rory's stories are excellent, and he denies political correctness, great. Thank you for this episode and I wish you all the best, keep up the amazing work of being your authentic self!
This was my favourite podcast from you. Such insight and wisdom from Rory Sutherland and I have written down a few of his genius level points ‘stories are the pdf files for information’. Working in PR - so good to have this advocate!
👍🤩💝Fantastic episode. This guest is brilliant! I can listen to him all day every day. Thank you. 🙏💝
I am 40 minutes in and taking notes. Fascinating interview Steven. I also love how you are taking the advertising part and mixed it in with the actual podcast. It made me not to skip that section. As a regular listener I can get a bit bored with it, sorry, even the products are great and I see the value in them.
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
Rory is a fantastic mind with a lot of fantastic insightful knowledge but he never lets any hosts speak. He rambles a lot sometimes. Which amazes me that he was able to close customer because active listening is vital.
I gotta say, these dialects of English make this video so much more enjoyable. It's interesting, because there are distinct differences possibly due to régionalisms, age, cultural background, ethnicity... so much that imprints language upon a person. And being a fan of linguistics, this is nothing short of intriguing.
Thank you for providing us with such multidimensional knowledge, Steven!
A brilliant interview. So many gems from Rory. Great work Steven 🙌
Fantastic insight into the psychological impact in marketing. Great interview and relevant in addressing how influential big companies persuade you into but their products. Masterpiece interviewing
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
Rory would make an amazing Economist, he understands its limitations and may improve the science.
The opposite of a good idea can be a good idea.
Ive just purchased his book on Audible.
This is my favourite interview so far . I’m learning so much ! Thanks Steve
What an absolutely fantastic conversation. I have spent two hours on the first of this just taking notes!
Hey Rory, thanks for all the quotes, I'll be using them in lots of what I do (with appropriate attribution of course...)
Pure gold dust.
KP