It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
? = ingenuity, Rory. Or, devising solutions from what you have to hand. Characterised as trialling something in a small way first. Rather than doing it large scale straight away, and finding out it doesn’t actually work.
And, as you observe, there’s now’t as queer as folk. I recall a workroom were the occupants were constantly complaining that it was too hot, or too cold. I fitted a thermostat on the wall, and told everyone they could alter the setting to achieve their own personal comfort temperature. The outcome, total harmony. The only thing was, the thermostat wasn’t connected to anything.