How To Influence People: Marketing Secrets Behind The World’s Biggest Brands - Rory Sutherland

ℹ️ EPISODE INFO

Released

April 27, 2023

Duration

2h 8m

Channel

Deep Dive with Ali Abdaal

Watch on YouTube

▶ Open ↗

📝 EPISODE DESCRIPTION

Sponsored by Huel - go to https://www.huel.com/deepdive and with your first order you’ll get a free t-shirt and shaker. Sponsored by Trading 212 - To get free fractional shares worth up to 100 EUR/GBP, you can open an account with Trading 212 through this link https://trading212.com/promocodes/ALI. Terms apply. This is not financial advice. When investing, your capital is at risk and you may get back less than invested. Past performance doesn’t guarantee future results. Sponsored by WeWork - visit https://www.we.co/ali and use the code ‘ALI’ at checkout to redeem 50% off your first booking. 📚 Check Out My New York Times Bestselling Book Feel-Good Productivity! 👉 https://go.feelgoodproductivity.com/podcast 📧 Sign up for LifeNotes - my weekly newsletter where I share actionable productivity tips, practical life advice, and high-quality insights from across the web directly to your inbox. 👉https://go.aliabdaal.com/lifenotes/podcast Season 5 Episode 14 Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He's the author of the book Alchemy: The Surprising Power of Ideas That Don't Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :) 00:00 Intro 01:52 University and your view on education 10:29 The power of statistics 23:30 You should always ask why 28:40 Consumer psychology 32:33 Why you should dare to be trivial 43:19 Building talkability into a product 54:48 What got your interested in marketing? 01:04:06 User imagery vs target audience 01:07:00 How you become the perfect brand 01:08:33 Evolutionary psychology and products 01:16:00 The importance of longitudinal questions 01:20:53 Rebrands and longevity 01:30:37 Brands lead to better products 01:42:55 Psychological value 01:48:47 Happiness 01:56:44 Book recommendations 🔗 CONNECT WITH RORY 📕 Alchemy: The Surprising Power of Ideas That Don't Make Sense - https://geni.us/TcHm5z 🐦 Twitter - https://mobile.twitter.com/rorysutherland 💻 Website - https://www.ogilvy.com/uk/team 👥 Linkedin - https://www.linkedin.com/in/rorysutherland/?originalSubdomain=uk 🔗 CONNECT WITH ALI 🎥 YouTube Channel - https://youtube.com/aliabdaal 🐦 Twitter - https://twitter.com/aliabdaal 📸 Instagram - https://instagram.com/aliabdaal 💻 Website - https://aliabdaal.com 👥 Linkedin - https://www.linkedin.com/in/ali-abdaal/ 📚 RESOURCES MENTIONED TEDTalk: Life lessons from an ad man - https://bit.ly/3LxGSrc TEDTalk: Perspective is everything - https://bit.ly/3Lehi9f The Meadow Case - https://bit.ly/3oLHTmG Algorithms to Live by: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths - https://geni.us/pcdhQde On Brand Podcast - https://www.branddrivendigital.com/on-brand-podcast/ ‘Stuff white people like’ blog - https://stuffwhitepeoplelike.com/ Purple Cow: Transform Your Business by Being Remarkable by Seth Godin - https://geni.us/J7v3 Nassim Taleb - https://twitter.com/nntaleb Article on The Narcissism of Minor Differences in the Modern West - https://www.artofmanliness.com/character/behavior/the-narcissism-of-minor-differences/ Misbehaving: The Making of Behavioural Economics by Richard H Thaler - https://geni.us/Khp8M Byron Sharp - https://twitter.com/ProfByron David Rock’s Scarf Model - https://www.growthengineering.co.uk/scarf-model/ The Selfish Gene by Richard Dawkins - https://geni.us/AkTOn Abilene Paradox - https://bit.ly/40KNQgI Thinking, Fast and Slow: Daniel Kahneman by Daniel Kahneman - https://geni.us/6dSYK Dan Ariely - https://danariely.com/ You Did What?: Secrets, Confessions and Outrageous Stories from Real Life by Tova Leigh - https://geni.us/yQXm0 Drayton Bird - https://draytonbird.com/ The Alignment Problem – Machine Learning and Human Values by Brian Christian - https://amzn.to/3NjEMfL Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect - https://geni.us/Z7eRg Nicholas Gruen - https://www.kcl.ac.uk/people/nicholas-gruen 📄SHOW NOTES & TRANSCRIPT https://aliabdaal.com/podcast/ 🎧 LISTEN FOR FREE Apple Podcasts - https://podcasts.apple.com/gb/podcast... Spotify - https://open.spotify.com/show/7gZkflC... RSS - https://feeds.transistor.fm/deep-dive Want to start your own podcast? We use Transistor! https://go.aliabdaal.com/transistor 🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :) https://podcasts.apple.com/gb/podcast... 👋🏼 GET IN TOUCH You can also Tweet @AliAbdaal with any feedback, ideas or thoughts about the lessons you've learnt from the episodes and we can thank you personally for tuning in 🙏 PS: Some of the links in this description are affiliate links that I get a kickback from 😜

🎤 SPEAKERS

• Rory Sutherland

  guest

  Vice Chairman at Ogilvy UK and author focused on advertising, behavioral science, and marketing.

• Ali Abdaal

  host

  YouTuber/podcaster and former doctor who hosts Deep Dive with Ali Abdaal.

🧾 EPISODE SUMMARY

In this episode of Deep Dive with Ali Abdaal, featuring Rory Sutherland and Ali Abdaal, How To Influence People: Marketing Secrets Behind The World’s Biggest Brands - Rory Sutherland explores Rory Sutherland on Psychology, Statistics, Brands and Valuing the Trivial Sutherland argues that a basic grasp of statistics is a workplace superpower, while confident but averagely good statisticians are dangerous, and that data from the past, aggregates and snapshots can badly mislead.

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