Transport for Humans: Are We Nearly There Yet?
by Pete Dyson and Rory Sutherland · 15 Jan 2021 · 342pp · 72,927 words
and Other Disasters — Gill Kernick Transport for Humans: Are We Nearly There Yet? — Pete Dyson and Rory Sutherland Transport for Humans Are We Nearly There Yet? Pete Dyson Rory Sutherland london publishing partnership Copyright © 2021 Pete Dyson and Rory Sutherland Published by London Publishing Partnership www.londonpublishingpartnership.co.uk Published in association with Enlightenment Economics www
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and biological systems. More is not always faster. 3 R. Sutherland. 2009. Life lessons from an ad man. TED Talk, July (www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man). 4 This is known as the ‘Triple Access System’ and is explained in G. Lyons and C. Davidson. 2016
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Change 144, 66–81. Chapter 14 Rebalancing the equation The human mind does not run on logic any more than a horse runs on petrol. — Rory Sutherland in Alchemy (2019) Behavioural science provides a valuable counterpoint to the historically dominant view of transport as a logical, quantifiable battle for efficiency gains in
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a personal capacity and does not reflect government policy. All of the data and other sources used in this book are in the public domain.) Rory Sutherland is the vice chairman of Ogilvy UK and the co-founder of its Behavioural Science Practice. He is author of Alchemy: The Surprising Power of
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, 18, 24 and the middle panel of figure 4 are photographs by Pete Dyson. The photo of Pete Dyson is © Dolly Crew, 2018; that of Rory Sutherland is © George Gottlieb, 2016. The attribution for all other images is given below. Figure 1. Courtesy of Chronicle/Alamy. Figure 2. © Transport for London/Collection
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
by Rory Sutherland · 6 May 2019 · 401pp · 93,256 words
and Jaap Hollander, Essenties van NLP (1996). ‘. . . for leather car seats than for books on tape.”, Daniel Kahneman, ‘Focusing Illusion’, Edge (2011). About the Author RORY SUTHERLAND is vice chairman of Ogilvy. A columnist for The Spectator, he is former president of the Institute of Practitioners in Advertising, the professional body for
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more than 6.5 million times. He lives in London. Discover great authors, exclusive offers, and more at hc.com. Copyright ALCHEMY. Copyright © 2019 by Rory Sutherland. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the nonexclusive, nontransferable right to
The Choice Factory: 25 Behavioural Biases That Influence What We Buy
by Richard Shotton · 12 Feb 2018 · 184pp · 46,395 words
another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is.” — Rory Sutherland, columnist for The Spectator, and Executive Creative Director, Ogilvy One “Most books in this area are academic and dry as dust. If you want to
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. What could be more relevant to advertising – which aims to change the decisions of consumers – than a study of the roots of decision-making? As Rory Sutherland, Vice Chairman, Ogilvy & Mather Group, says: This subject provides a robust, intellectual link between understanding human nature and knowing how to make money. In the
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at $4.5bn. Nespresso is not a one-off. Think about how Red Bull manages to charge such a price premium over other soft drinks. Rory Sutherland, vice Chairman of the Ogilvy & Mather group, says: How can Red Bull charge £1.50 a can when Coke only charge 50p? Weirdly you make
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in a bottle. Unfortunately, not all examples of price relativity are positive for the brand in question. Consider the case of video-conferencing. According to Rory Sutherland: Video conferencing has failed to take off, because it is framed as a cheap alternative to something else – air travel. It is like margarine to
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were disappointed. The new campaigns were distinctly average. If you have an above average campaign, it’s best not to muck around with it. In Rory Sutherland’s words: Can you point to a single brand which has really suffered because it has stuck with the same strategy and creative approach for
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and effort finding the ideal product in a particular category. Satisficers are those who will settle for the first product that meets their criteria. As Rory Sutherland puts it: The vast bulk of the money in any market at any time is in the hands of the satisficers. People who want to
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, as if it was the definitive answer rather than mere evidence. The fetishisation of data is becoming commonplace. Marketing is in the grip, according to Rory Sutherland, of “a powerful left-brained administrative caste who attach importance only to things which can be expressed on a chart.” This obsession with easily quantified
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pick the best yielding varieties of barley. His aim was to maximise profits, not deliver absolute certainty. Many marketing decisions do not require 95% certainty. Rory Sutherland says: I occasionally ask academics whether they have any interesting failed experiments we can use. You see if just 20% of people do something anomalous
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selecting information it can’t be neutral. Any set of facts will be from a particular perspective. There is no getting away from that. As Rory Sutherland says: The process is inevitable. Criticising nudging is like criticising electromagnetism or gravity – the best we can do is be aware of the forces at
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, A Leonard de Vries, Jos Kleijnen [British Medical Journal, Vol. 313; 21 Dec 1996] How Brands Grow by Byron Sharp [2010] The Wiki Man by Rory Sutherland [2011] Bias 1: The fundamental attribution error ‘From Jerusalem to Jericho’, by John Darley and Daniel Batson [Journal of Personality and Social Psychology, Vol. 27
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Puccinelli, Keith Wilcox, and Dhruv Grewal [Journal of Marketing, Vol. 79, No. 2, pp. 1–18, 2015] Bias 9: Price relativity The Wiki Man by Rory Sutherland [2011] ‘Context-Dependent Preferences’, by Amos Tversky and Itamar Simonson [Management Science, Vol. 39, No. 10, pp. 1179–1189, 1993] Bias 10: Primacy effect ‘Forming
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All Less Risky and More Skillful Than Our Fellow Drivers?’, by Ola Svenson [Acta Psychologica, Vol. 47, pp. 143–148, 1981] The Wiki Man by Rory Sutherland [2011] Psychology of Intelligence Analysis by Richards Heuer [1999] Bias 14: Wishful seeing ‘Value and Need as Organizing Factors in Perception’, by Jerome Bruner and
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: The curse of knowledge Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath [2008] The Wiki Man by Rory Sutherland [2011] Bias 17: Goodhart’s law Long and Short of It: Balancing Short- and Long-Term Marketing Strategies by Les Binet and Peter Field [2012
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2015–16 report can be downloaded for free here: www.behaviouralinsights.co.uk/publications/the-behavioural-insights-teams-update-report-2015-16 The Wiki Man [Rory Sutherland, 2011] This is probably my favourite book on behavioural science and certainly the only one I have read three times. It’s also the funniest
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One of the most enjoyable aspects of writing the book was interviewing a selection of experienced and knowledgeable people in the ad industry. These included Rory Sutherland, Vic Polkinghorne, Ian Leslie, Lucy Jameson, Mark Earls, Charles Vallance, Leigh Caldwell and Owain Service. Their insights were invaluable. Dave Trott has been particularly generous
Inside the Nudge Unit: How Small Changes Can Make a Big Difference
by David Halpern · 26 Aug 2015 · 387pp · 120,155 words
through the myriad meetings and river of paper that flows across Whitehall and into the PM’s red box. The curious case of electronic cigarettes Rory Sutherland is a larger than life character. He’s one of those people who positively embraces eccentricity and, with a twinkle in his eye, seeks to
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psychological effects is how familiarity breeds liking, from random sequences of notes to how much we like and trust institutions. 2 I’m grateful to Rory Sutherland for first drawing my attention to the fascinating example of how Frederick the Great encouraged Prussians to adopt the potato. 3 Quoted in Quarterly Journal
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McCorquodale, Mike Norton, Beth Novack, Philip Oreopoulos, Ben Page, Bob Putnam, Matt Rabin, Todd Rogers, Marty Seligman, Nigel Shadbolt, Eldar Shafir, Jonathan Shepherd, Dilip Soman, Rory Sutherland, Richard Suzman, Larry Sherman, Andrew Skates and Kevin Volpe. Most of all, I would like to thank the wonderful and talented people who make up
Skin in the Game: Hidden Asymmetries in Daily Life
by Nassim Nicholas Taleb · 20 Feb 2018 · 306pp · 82,765 words
saw in the renormalization group was the “veto” effect, as a person in a group can steer choices. The advertising executive (and extremely bon vivant) Rory Sutherland suggested to me that this explains why some fast-food chains, such as McDonald’s, thrive. It’s not because they offer a great product
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Be Rational About Rationality Restaurants without kitchens—Science from the grave—Do not shoot to the left of piano players—Merchants of rationality My friend Rory Sutherland claims that the real function of swimming pools is to allow the middle class to sit around in bathing suits without looking ridiculous. Same with
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. An intellectual like you would greatly gain in influence if he avoided using foul language.” My answer was very short: “f*** off.” fn5 My friend Rory Sutherland (the same Rory) explained that some more intelligent corporate representatives had the strategy of cursing while talking to journalists in a way to signal that
Deep Value
by Tobias E. Carlisle · 19 Aug 2014
typically more reliable than, human experts. This observation is now so well-accepted as to be known as The Golden Rule of Predictive Modeling.64 Rory Sutherland, the vice-chairman of Ogilvy Group UK—the advertising agency founded by David Ogilvy, who was an early advocate of quantification and research in advertising
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. “50 years of successful predictive modeling should be enough: Lessons for philosophy of science.” Philosophy of Science 69.S3 (2002): S197–S208. 64. Ibid. 65. Rory Sutherland. “The Wiki Man: If you want to diet, I’m afraid you really do need one weird rule.” The Spectator, April 13, 2013. 66. Benjamin
Radical Markets: Uprooting Capitalism and Democracy for a Just Society
by Eric Posner and E. Weyl · 14 May 2018 · 463pp · 105,197 words
strong disagreement to strong agreement with a national ban on abortion in the United States. Source: Adapted from David Quarfoot, Douglas von Kohorn, Kevin Slavin, Rory Sutherland, David Goldstein, & Ellen Konar, Quadratic Voting in the Wild: Real People, Real Votes, 172 Pub. Choice 283 (2017), p. 6. QV offers a solution to
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” in both graphs represents degree of support (on left) or opposition (on right) for Obamacare. Source: Adapted from David Quarfoot, Douglas von Kohorn, Kevin Slavin, Rory Sutherland, David Goldstein, & Ellen Konar, Quadratic Voting in the Wild: Real People, Real Votes, 172 Pub. Choice 283 (2017), p. 6. A nice illustration of this
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& Eldar Shafir, Scarcity: The New Science of Having Less and How It Defines Our Lives (Picador, 2014). 43. David Quarfoot, Douglas von Kohorn, Kevin Slavin, Rory Sutherland, David Goldstein, & Ellen Konar, Quadratic Voting in the Wild: Real People, Real Votes, 172 Public Choice 283 (2017). 44. There is still one anomaly in
Antifragile: Things That Gain From Disorder
by Nassim Nicholas Taleb · 27 Nov 2012 · 651pp · 180,162 words
squarely within the law. We can see from the tonsillectomy story that access to data increases intervention, causing us to behave like the neurotic fellow. Rory Sutherland signaled to me that someone with a personal doctor on staff should be particularly vulnerable to naive interventionism, hence iatrogenics; doctors need to justify their
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probability of the unacceptable (i.e., the risk of ruin) is nil.” Such a rule gets one straight to the barbell.3 Another idea from Rory Sutherland: the U.K. guidelines for patients with mild problems coming from alcohol are to reduce the daily consumption to under a certain number of grams
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, Will Goodlad, Stefan McGrath, and Asim Samiuddin, who witnessed the progress of the book and contributed to its development. Generous comments and help: Peter Nielsen, Rory Sutherland, Saifedean Ammous, Max Brockman, John Brockman, Marcos Carreira, Nathan Myhrvold, Aaron Brown, Terry Burnham, Peter Boettke, Russ Roberts, Kevin Horgan, Farid Karkaby, Michael Schrague, Dan
Enlightenment Now: The Case for Reason, Science, Humanism, and Progress
by Steven Pinker · 13 Feb 2018 · 1,034pp · 241,773 words
economy, so that cars, tools, and bedrooms needn’t be made in huge numbers that sit around unused most of the time. The advertising analyst Rory Sutherland has noted that dematerialization is also being helped along by changes in the criteria of social status.37 The most expensive London real estate today
Evil by Design: Interaction Design to Lead Us Into Temptation
by Chris Nodder · 4 Jun 2013 · 254pp · 79,052 words
by our perceptions of and relationship with the object. It’s the emotional aspect of this intangible part of the value equation that generates lust. Rory Sutherland, the executive creative director at Oglivy & Mather UK, suggests that most value-related problems are problems of perception rather than function, and so it’s
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, 2012. Retrieved March 2013. Chad’s garage comic: “Instagram” © Randall Munroe, xkcd.com. Sell the intangible value Goldhut photo credit: Chris Nodder. Problems of perception: Rory Sutherland “Perspective is everything” Ted talk, (ted.com). Make a request in order to be seen more favorably Benjamin Franklin quote: The Autobiography of Benjamin Franklin
Badvertising
by Andrew Simms · 314pp · 81,529 words
What to Think About Machines That Think: Today's Leading Thinkers on the Age of Machine Intelligence
by John Brockman · 5 Oct 2015 · 481pp · 125,946 words
Chaos Kings: How Wall Street Traders Make Billions in the New Age of Crisis
by Scott Patterson · 5 Jun 2023 · 289pp · 95,046 words
Success and Luck: Good Fortune and the Myth of Meritocracy
by Robert H. Frank · 31 Mar 2016 · 190pp · 53,409 words
The Growth Delusion: Wealth, Poverty, and the Well-Being of Nations
by David Pilling · 30 Jan 2018 · 264pp · 76,643 words
Them And Us: Politics, Greed And Inequality - Why We Need A Fair Society
by Will Hutton · 30 Sep 2010 · 543pp · 147,357 words