Rory Sutherland flips traditional marketing on its head. Instead of following logic, he shows that irrational, emotional, and weird ideas often work best in business.
Here are 5 key lessons from Rory you need to know
1. Imperfection Sells
Red Bull doesn’t taste great. The can is tiny. But that’s why it works.
The “bad” taste signals strength. The small size makes it feel concentrated and powerful.
It’s not about being perfect. It’s about what people believe.
2. Say the Ugly Truth
People hate waiting—not just because of the wait, but because they don’t know how long.
Train delayed? Don’t hide it. Say: “8-minute delay.”
Clarity calms people. Silence creates rage.
3. Frame It Better
$120/year sounds like a lot for music. But “33 cents a day”? That sounds cheap.
Same price. Different perception.
How your present value is more powerful than the value itself.
4. Emotions Beat Logic
In a contest, people entered more for a $20 prize than for a $1,000 one.
Why? The smaller prize felt more winnable.
People act emotionally, not logically. Sell feelings, not facts.
5. One Size Doesn’t Fit All
Sometimes a short ad works. Sometimes a long one does.
It depends on who you’re talking to.
Stop looking for “the perfect message.” Test, tweak, and adapt.
Rory’s big idea?
People don’t think like spreadsheets.
Marketing shouldn’t either.
Deep dive into the analysis: PerceptionBeatsLogic