We're excited to be hearing from Rory Sutherland again this week. Rory is Vice Chairman of the Ogilvy Group and a long-time advocate of behavioural economics (BE).
In past years, Rory has given some classic speeches on the topic - with his words ringing out from the heartland of UK advertising. Championing BE also characterised his Presidency of the Institute of Practitioners in Advertising (the IPA) in 2009.
He once stated:
“The great issue in our industry over the last 15 years is that, while there has been an explosion in the technologies and media available to marketers, our models and metrics describing human behaviour and decision-making have often been left stuck in the 70s. The emergence of behavioural economics changes that and at last provides the marketing industry with a framework fit for purpose for the next century”
Now that perspective resonates strongly with us - not least with respect to B2B Marketing.
For those of you who haven't seen Rory's TED Talk, 'Sweat the small stuff', we highly recommend it!
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