Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioral science practice. Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – these are the very small contextual changes which can have enormous effects on the decisions people make – for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about “bought, owned and earned” media: we also look for “invented media” and “discovered media”: seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.

1. INNERVATION
@ogilvychange
@rorysutherland

3. The real
why.

4. A change in perspective is
worth 80 IQ points.
Alan Kay

7. Innervation: How to create c. 30% of the capacity & speed
improvements of HS rail at a cost of £200,000 in 6 months.

15. “Laws of mind and laws of
matter are so dissimilar…
that it would be contrary to
all principles of rational
arrangement to mix them.”
J S Mill 1877.

16. 1 × 7 ≠ 7 × 1

21. With thanks to Jakub Marian

22. The Big Data fallacy?
Reality Behaviour

23. Whereas in real life….
Reality Behaviour

24. McGurk

26. “There is no sensible distinction
to be made in a restaurant
between the value created by the
man who cooks the food and the
value created by the man who
sweeps the floor.”
Ludwig von Mises

27. “The science
of knowing what
economics is
wrong about.”

29. ● Psychophysics
● Satisficing
● Signalling
3 Things:

30. Ed Sheeran video

35. Cat film

41. ● Psychophysics
● Satisficing
● Signalling
3 Things:

51. READING LIST…

52. Thank you