Hi friends, my guest this week is Rory Sutherland, the vice chairman of Ogre, the advertising.

Now before most podcasts start, there's a little bit of four play back with them forwards

between myself and the guest, catching up and talking about what we're going to talk

about and stuff like that.

With Rory, it was more analogous to me trying to step onto a train going high speed and

he just began.

So I started recording straight away.

Also Rory had a British gas technician come round to sort out his boiler part way through.

So you will go through the adventure that is Rory's boiler plus all of the amazing things

that we spoke about today.

He is an absolute master of behavioral economics and the psychology of advertising anyone who

has ever bought anything in a shop should listen to this podcast.

I'm not going to pontificate anymore because it's just fantastic.

Enjoy.

I was I was looking out consumer capitalism as kind of the Galapagos Islands of understanding

human motivation because just as evolution throws up things that duck build platypus

the kangaroo etc that don't really make much sense.

In the same way, consumer capitalism is interesting both the things which shouldn't be successful

but are and the classic example that is Red Bull.

But I mean you can actually if you think about some of the greatest business successes of

the last 10, 20, 30 years, I mean going back further denim for example doesn't really

make sense as a fabric.

...