The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland | E165
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- čas přidán 7. 06. 2024
- 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.
0:00 Intro
02:07 The concept of how we value things
18:56 Recursive Trends
23:42 The brain's marketing function: Signalling
34:43 technology making location irrelevant
41:07 making something bad to give it value
48:14 Scarcity of product
51:38 Personalisation
56:37 How to deliver a product to the world
01:02:59 Why business are focusing on the wrong thing
01:11:00 Personal branding
01:17:25 Why do you think you successful
01:33:43 The last guest question
Rory:
rorysutherland?s=...
Rory’s book:
www.amazon.co.uk/Alchemy-Surp...
Listen on:
Apple podcast - podcasts.apple.com/gb/podcast...
Spotify - open.spotify.com/show/7iQXmUT...
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Appreciate you all for watching! If you could do me a massive favour and hit the like button, it helps this channel out massively 🙏🏽 Thank you
I love when you ask tough questions. Like asking him to give you a counter intuitive reason for gusto.
Never let go a marketing person easily 😂
I loved the podcast just wish we heard more from him, I was thinking let him tell more stories I could have listened to him all day! I have ordered his books lol the amount of books I’ve bought due to this podcast haha!
It's a great interview Stephen. We loved your talk with him at Nudgestock and now this!
I too felt that this episode was less personal but more informative.
Great interview -- enjoyed the impromptu analysis of Rory's storytelling style
Rory is magnificent at answering six questions before a single question has been asked!
😂
Literally 🤣
Steven showed abundant levels of patience in this interview 😂
😂
Fantastic comment!
This one podcast episode has single handedly re-discovered what meaning of providing intelligible, useful, practical, and thought provoking insights on marketing, branding and business than any one’s whole podcast/channel/body of work drops in a year or at all. Congrats sir you have re earthed the meaning of providing unquestionable value vs providing meaningless unasked for political/social views and tired regurgitated positivity messages like all other “business channels” do nowadays. Seriously, Thank you!
SIM 🤝🏿🤝🏿
Absolutely educational and inspirational
Couldn’t have said it better myself. Rory single-handedly proves the art of conversation is not dead. Loved it!
These are the sort of CEO insights that made me love the channel. You cannot get this experience without absorbing it from extremely talented individuals, with the right experience and who are willing to share their knowledge. You making the effort to find these people and share their insights is fantastic.
Recently a lot of videos seem to focus on psychology and childhood of the guests, which I’m sure many people enjoy, but those videos often don’t provide these sort of tangible and memorable insights that this video nails. Real return to form for me!
Absolutely agree on this👍🏼👍🏼👍🏼
Seconded. I'm noticing I skip more of the podcasts than I listen to now. The clickbait titles and the Piers Morgan's Life Stories style podcasts just aren't interesting. Ali Abdaal's Deep Dive is doing a better job now.
Absolutely loved this podcast - what a genius this man is. I wish he had his own podcast - I would genuinely listen to him every week!
Check out Nudgestock - it’s a whole conference that Ogilvy/Rory Sutherland put on all about behavioural science. Loss of interesting applications beyond Marketing. Years of it are free on CZcams
@@nf413 Oh wicked thank you! I will 100% take a look - cheers!
His books are brilliant
@@MrMarketingGuy Yeah i have just bought and am halfway through reading Alchemy - loving it! Feel free to recommend any others!
There's "Rory Sutherland's On Brand"
I’m having strong reactions (enough to make a comment) about this man. I have seen 2 interviews with him this week. I can see why younger generations of people interested in advertising and marketing think he’s a genius. He’s got good stories and what we could call “The Knowledge” as it applies to his business. However, I think his brand of quirky, razz-matzah showmanship is what his secret sauce is. I’m 62 and grew up with a father who was a very successful businessman in NYC and NJ advertising. He told me some of these exact same stories when I was in high school, almost 50 years ago! The cake mix needing the egg is a classic (and was already a classic when my father told me). I’m surprised he didn’t bring up the fact that even with the lovely, sweet and minty flavor of Scope mouthwash, it is just as effective at killing bad breath germs as the horrid, tongue-burning Listerine, but consumers FEEL like it can’t work as well because it doesn’t burn your mouth. The thing that I find truly disturbing about him is his pride in supposedly getting regulations for vape cigarettes to be kept more minimal. In the other podcast I saw, he came right out and said it was the thing he was most proud of in his career. He said this to Ali Abdul who, as I’m sure you know, is a doctor! Even more egregious, he claimed that he didn’t know why America had come down on Juul. THERE IS NO WAY that he doesn’t know why! He must not be as proud as he claims given that, as we all know, Juul and other vape brands were targeting their marketing to children and teenagers with candy flavors. They were luring kids into a habit that is dangerous and destructive. A habit that he himself cannot seem to control for the length of your interview. It seems obvious to me that he knows that at least some portion of what he says and does is a con, since he raised the question in your interview. Perhaps the most telling thing that came out of his mouth is something most people probably didn’t notice. He mentioned, “He met me …” Have you ever referred to meeting someone in this way? Very few people (perhaps only narcissists) would refer to the situation in that manner. I’m sure YOU would say, “When I met…” or possibly, When we met…” But saying “when he met me…” was very revealing. I’m sure, as he mentioned himself, that he is great at connecting people in his “Rolodex.” And having been in the business myself, I would bet he is an A+ pitch thrower. I find him clever in how he crafts what he says to toss aside the criticisms he knows he might get with preemptive strikes, but at some point, the answer to his question does become, “Yes, it’s a con.” That all said, a lot of great wisdom that has been around for literally generations is highly valuable for new people to hear.
K.
Easiest guy to interview. All you gotta do is say Hi and he’ll take it from there for next hour & thirty eight minutes.
😂 nailed it
Mr Rory is literally dropping gems after gems after gems. I can’t wait to put his advice into action. God bless this man❤️
Sameeee
I've been looking for this guy Rory Sutherland for about a year but I forgot his name! He's a genius of psychology 🙌🏾🙌🏾🙌🏾🙌🏾🙌🏾 Thanks Steven
Thank you for listening! 🙏🏽
@@TheDiaryOfACEO I just have to give you MEGA PROPS after listening because you were able to roll with him so well! He is so such a fast thinker and I relate to that, but you really kept him grounded, feeling him back in like..."yeah but answer the question dude" 🤣🤣🤣😂😂 AND in such a direct way! And it wasn't rude at all; I'm glad you did because you asked AMAZING Questions PARTICULARLY about communication ability, personal branding, etc. My fav part? At the beginning when Rory said you'll reserve the mutual fanboying for later 🤣😂🤣😂 I love a funny, brilliant, lighthearted soul more than anything! And just recently realized I LOVE the psych of people, sales and marketing so this was an absolute treat🙏🏾🎶💞
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
@@thedevelopmentbydavidpodcast hey a bit ackward of an introduction but the way Rory inspires us to be extra and uncomfortable means that this is the place and space to GO FOR IT! Thanks for sharing I'm headed over!
This mans grasp of the English language is impeccable!
In my most humble opinion, this has to be one of the most fascinating, interesting, insightful, and thought-provoking conversational interviews I've seen and heard in many a year. I'd never heard of Rory Sutherland before i stumbled upon this video. Well done Steve for inviting him onto your show.
54 minutes in and so far I’ve learnt so much more - in terms of marketing psychology & strategy - listening to you two gentleman converse, than I have from spending hours studying marketing through a reputable education provider. What a fantastic conversation, thank you both very much.
I can listen to Rory all day and think I will listen again to this one tomorrow. I thought I spent too much time thinking but Rory has opened my eyes to thinking more and in different ways.
Who is John Cleese, classic generational question
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
@@thedevelopmentbydavidpodcast thank you I will take a peek
I thought the same thing. I’ve always tried to blend in with others and would disregard my own original, out of the box thoughts. The very thing that would help me excel as a marketer. Binary thinking will damage ones creative capacity.
@@atinukeladipo2164 I hope you are more you now. Just the other day I heard this quote, "Confidence means deciding who you want to be without the reflection of what other people think". (Jay Shetty) It is a part of a larger piece but very impactful. The sooner we drop caring what others think the more us we are. Hope you have a great week.
The lack of delivery options & phone number observation is spot on!
I’ve watched a few diary of a CEO podcasts, usually big names (e.g. Ben Francis), excuse my ignorance but I had no idea who this man is before this, however he is one of the most interesting guys I’ve ever heard. I watched half of this before I had to go out and found myself actively wanting to go home to finish this off. Easily the most interesting speaker on here!
He is the king of marketing
Might be my favourite podcast yet. Certainly the one that I’ve gained most insight from, in a business sense. Incredible. His thoughts on e-commerce are fascinating. Keep em coming Steven your hard work and dedication to the pod is showing through more and more.
I had no idea who Rory Sutherland was before this, but now I'm hooked! Easily the most interesting speaker I've heard. Rory Sutherland's grasp of psychology is unparalleled. Thanks for inviting him, Steven!
Rory Sutherland has finessed the art of balancing Style, Tone, Volume and Pace which is clearly very natural for him to do no doubt having made the conscious effort to understand the impact of such balance over time. His knowledge of subject has great depth which of course helps but style of delivery is what he is a pro at.
Clever deliver and the details ordinary ppl missed. Totally gem..I saw he was using his asthma pump time after time.
The host is by far one of the best if not the best interviewer I’ve ever seen. I love how he is relentless in getting specific with the questions and doubling down to keep the focus. Subscribed!
Totally agree with Rory’s point about a lot of e-retail making everything slick up the point of sale, but then making the experience after sale, cancellation and returning of items etc as difficult as possible - in his words, like “entering a world of pain”.
I am 18 minutes in and I love this guy, amazing energy, amazing information and great communicator/ perspectives, I would love for him to be involved in my start up, a very interesting man and hilarious.
Rory is such an interesting man to listen. The examples he gives are so valuable to anyone in business. Great podcast episode!
This man is amazing! a storyteller, and fantastic example of confidence. Love this guy Rory!!!
I feel like this guy is my spirit animal! If I grow up to be like him, I will die happy! Total character and genius!
Definitely!! He has energy in his voice!!!
This is one of the best interviews that I have watched on this channel. The depth and breadth of knowledge packed into this interview is amazing. The interview was engaging from beginning to end. Keep up the great work.
This is probably the best episode so far, could listen to this conversation all day long
“Where’s the taxi? Oh he’s stuck at those traffic lights, I’ll have another pint!” Just yes. I’m hooked already 🙌🏼 💕
That was just exceptional. Possibly my fave guest. I could listen to him all day. An incredible thinker.
As an Ad man I'm not ashamed to admit that I gave this a thumbs up within a minute. I love the psychology of marketing and advertising. Lovely stuff!
Soooooo many insights in this episode 🤯 I particularly love the deep dive into a lot of the psychology behind things that we see and use in our day to day lives. Keep up the great work Steven and team 😁
So glad! Thanks for listening Robert🙏🏽
This is why i love this channel so much. I would never had heard of Rory other than listening to him here and he was totally awesome and captivating. I have ordered the book. Have to say the quality of guests lately has been superb.
I love Rory Sutherland's energy!!! I love how Stephen Bartlett makes him explain and expand on his comments.
This has definitely been one of my favourite episodes to date! So much information and value here
The best Diary of a CEO yet... bloody loved this Stephen... Rory is just next level thinking.
I could watch this 15 times in a row without any problem. Best marketing lesson ever!
I’m only half way through and this is SO fascinating. I’m learning so much 🙌🏾 I love these conversations. Rory is a very charming and captivating interviewee also!
This episode was exceptional. I could listen to Rory speak for hours and hours, and I made so many notes. Thank you, Rory for sharing with us.
Oookay! This is now my favorite episode yet. Absolutely enjoyed every second of this. Also, love Steven's honesty with signaling.
Loving this podcast, feels so informal & comfortable ... Rory has a real rambling storytelling vibe that makes me want to stay put, relax, listen & learn without even realising I am. Great qualities 👌
Rory is as utterly captivating as always. You did an excellent job with the interview, great flow and excellent sound quality.
I spent like five hours to finish this episode as I had to stop it many times to write down so many insights and thoughts. Thanks Steven! It would be almost impossible for many of us to access this level of knowledge.
would you mind sharing with us?
I love this Guy! He deflected all requests to delved in to his personal life and what made him successful.
Great insight in to Branding & Marketing
Rory is brilliant as usual. Learning from his CZcams presence for years now.
4th time I've came back to listen to this - every stage of my business gives it all more context! Great work as always.
What an absolutely fantastic conversation. I have spent two hours on the first of this just taking notes!
Hey Rory, thanks for all the quotes, I'll be using them in lots of what I do (with appropriate attribution of course...)
Pure gold dust.
KP
I've been listening to dozens of episodes recently and this one is up there with one of the most insightful interviews. Thanks so much to the both of you 👏 bought Alchemy!
Fascinating and truly thought-provoking episode. Being seated next to Rory at a dinner party would be a dream come true. Thank you for yet another brilliant guest. Keep up the amazing work! 🙌🏽
I was just thinking that very same thought! He would be one of my 10 fantasy dinner party guests.
What a fascinating guest. Dream dinner guests, the both of you! A profound experience to watch this back and forth, seeing both your minds whir and ponder all! 🙌
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
Thanks for listening Raphael!
It’s incredible that we get to hear from such extreme experts for 1.5h could have been 5 and a half. Absolutely loved it 👍🏻
I would love to sit and listen to Rory all day. This man knows soooo much my goodness.
Thank you for providing us with such multidimensional knowledge, Steven!
Best one yet, so so interesting! The story around the life cycle of the cheddar cheese rind really made me laugh. We really can’t help ourselves wanting what we can’t get and love a product cycle! Keep up the great work, and sending support from the little town of Bude in Cornwall!
I’ve been watching this podcast for well over a year and this has to be my absolute FAVOURITE episode yet. 🔥
Rory is an absolutely delightful person to listen to. And his book, "Alchemy: The Surprising Power of Ideas That Don't Make Sense," is a tour de force. And you, Steven, are brilliant.
Never heard of Rory Sutherland before. He makes a lot of sense. A great podcast episode.
Its great you are introducing new guests, some we did not know we needed to hear from
10 minutes in and I'm mindblown! You've done it again! 🏆
Absolutely loved this episode! So interesting. If I was a CEO I'd have Rory consulting for me every week.
This was a really great interview…..I can listen to Rory all day. xx
Thank you for listening! 🙏🏽
Fantastic insight into the psychological impact in marketing. Great interview and relevant in addressing how influential big companies persuade you into but their products. Masterpiece interviewing
If you enjoyed this - I have 3 hours with Rory on my show. The psychology of Onlyfans, touchscreens in McDonalds, Elvis, Harvard and how to order the best Chinese takeaway!
This has been my favourite interview on this show, what a fascinating character.
This is my favourite interview so far . I’m learning so much ! Thanks Steve
For a long time, I haven't been excited by the ideas of someone as much as this guy
Never tire of listening to Rory!
As a CEO, these are the kind of insights that I'm always hunting for. Great video
This was my favourite podcast from you. Such insight and wisdom from Rory Sutherland and I have written down a few of his genius level points ‘stories are the pdf files for information’. Working in PR - so good to have this advocate!
Wow. My new favourite podcast episode ever. What a fascinating guy he is, I could listen to him all day
My favorite interview yet….. this guy is just fantastic. In awe!
A brilliant interview. So many gems from Rory. Great work Steven 🙌
Came from a TikTok without thinking much, watched the whole interview fascinated
Amazing talk! Also the guest was really nice, will subscribe for sure
Appreciate your dedication & consistency. Towards this podcast 🔥
🙏🏽
What a joy to watch and to listen to such a unique guest! Thank you Steven and Rory for this podcast. So much to think and to apply to my strategy.
Absolutely excellent. Hanging on every word from both of you. What a super nova of a man who in about an hour and a half, shifted our mindsets. Brilliant interview Steve. So listenable. Loved it
👍🤩💝Fantastic episode. This guest is brilliant! I can listen to him all day every day. Thank you. 🙏💝
This was more of a monologue rather than an interview. A+ patience and regaining control of the conversation by honing in on the conversation itself. Steven. A+
Great conversation 💜 Hadn’t heard of him and his work before, so thank you!
I have just stumbled on this, I instantly got glued and thoroughly enjoyed it. Your guest is indeed a good talker.👍
The guy is amazing and appreciate sharing this wonderful moment. Tx
So much value here. All business owners need to listen to this.
Love this Steven and Rory, full of great info, really enjoyed this interview, thank you both
Never heard of this guy before but i could listen to him for hours. Insightful. Cheers from your listener in CA 650
Best guest you have had by far!
i can listen to Rory speak all day
This was such an amazing interview! Thank you for doing these 🙏🏻
This was absolutely life changing. What an amazing conversation.
What a character! So many great ideas, love his analogies and chanel changing! Just about keeping up, Fab!
Enjoying this so much, just bought his book as an audiobook. Love this channel. Found so many good books to read/listen to. Thank you!
really enjoyed this one, that thing about HMV and CDs was gold. one can extract alot of knowledge from that concept. thanks for these podcasts, they are very educational and enjoyable
A fantastic conversation. Respect to you both.
By an absolute mile the most gripped I have been to this. Brilliant
We're all fans of Rory at 42courses. Apart from all the great courses he's created with us he''s so generous with his time and just has such great insights.
The CZcams algorithm brought me here but the quality of the content has made me subscribe. This made me think differently about a whole bunch of things. This was excellent, thanks!
Without doubt the best guest you've ever had on this podcast.
OMG Rory Sutherland is a guest here ! Loved his seminars during my Ogilvy days!
Rory is a gem, we are lucky to have him.
What a fantastically eloquent man, amazing voice totally captivating and such a fascinating subject, thank you 🙏
Rory was a great guest to have on. A plethora of solid information.
Now this is a guest I didn’t expect but love that you got on!
Thanks for listening! Glad you enjoyed 🙏🏽
The best podcast so far - biased as I do marketing but 'wow', I have so much more to learn.
This was very insightful. Thank you Steven & team ⭐️⭐️⭐️