The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland

The Diary Of A CEO with Steven Bartlett

FlightStory

Society & Culture, Business, Education

4.6 • 13.2K Ratings

🗓️ 1 August 2022

⏱️ 100 minutes

🔗️ Recording | iTunes | RSS

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Summary

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. Rory doesn’t have time for business platitudes, but rather looks for the unconventional crazy ideas that really stand out. This is why he devoted years of his life to looking at business from a human behavioural perspective, to understand not just why people should do things, but why they actually do them. Rory always seeks out the outlier and the unexplainable phenomena. He’s become an expert on why certain emotional triggers cause us to behave irrationally, how you can be aware of yourself when you aren’t making smart decisions, and how you can deploy those triggers when you’re trying to sell something yourself. Rory blessed us with his one of a kind knowledge to make this one of the most memorable conversations we’ve had with an author for a while. Topics: The concept of how we value things Recursive Trends The brain's marketing function: Signalling technology making location irrelevant making something bad to give it value Scarcity of product personalisation how to deliver a product to the world Why business are focusing on the wrong thing Personal branding Why do you think you successful The last guest question Rory’s book: ⁠https://www.amazon.co.uk/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556529⁠ Follow Rory: Twitter: https://twitter.com/rorysutherland Follow me: https://beacons.ai/diaryofaceo Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	Travel is a huge part of my life so it's an area that I'm always trying to improve and optimize and Uber who are a sponsor of this podcast are known for their convenient car rides.
0:08.6	However, did you know they also cover trains now too? Uber has a new feature where you can book trains on the app, which has been
0:17.2	particularly useful for me when I'm doing talks up and down the country in Manchester
0:20.7	and Birmingham and so on.
0:21.8	Having all my travel options in one place in one app is really, really convenient.
0:26.4	There's no booking fee and you can also get 10% of your train fare back as Uber credits to spend across the Uber suite, including Uber Eats,
0:34.4	rides and trains. It's win-win. So click on trains and coaches in the Uber
0:38.7	app right now to book your tickets. Terms and conditions apply. So check the Uber app for details and let me know how you get on.
0:44.8	I think the NHS could create massively greater patient satisfaction by deploying certain
0:51.0	behaviors and techniques like what?
0:53.0	Well, Will Reese Sutherland, he is an author, columnist and the vice chairman of Oglevie UK.
0:59.0	One of the largest marketing companies in the world, He's an ad man.
1:03.0	The stories are the PDF files of human information.
1:06.8	They're the vehicle we use for storing information
1:09.1	and the vehicle we use for sharing it.
1:10.8	You want to improve how people feel psychology is a better area for
1:14.3	exploration than rational improvement. Don't make the Eurostar faster, make the journey more
1:19.5	enjoyable. And that's one of the cleverest reframings you can do.
1:23.0	The Uber map is a psychological moonshot.
1:26.0	What bothers us about waiting for a taxi isn't actually the duration.
1:30.0	It's the degree of uncertainty.
1:32.0	And if you have a map which shows you where the taxi is,
	...

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