I’m wrapping up something of a Rory Sutherland bender. I don’t know how many Youtube videos and podcast episodes I’ve listened to but it’s been weeks of loud shirts and sharp words. I made this mostly for myself bit here’s a brain-expanding media list mentioned by Ogilvy UK’s Vice Chairman – the perfect starter pack for any creative maverick looking to shake up the marketing world.
The Behavioral Brainwash (Books That Change How You See Everything)
Thinking Fast and Slow by Daniel Kahneman
Sutherland considers this the holy grail of understanding how our minds actually work (not how we think they work). So essential that he suggests “if you read nothing else, read Kahneman’s Nobel Prize acceptance speech.”
Predictably Irrational by Dan Ariely
Discover why humans make the same silly mistakes over and over. Sutherland values how Ariely shows that our “irrational” behaviors aren’t random but follow patterns you can actually predict and use in your marketing.
Nudge by Richard Thaler and Cass Sunstein
“A tremendous book” according to Sutherland, who’s “a big fan” of learning how tiny contextual changes can drive major behavioral shifts without forcing people to do anything.
Misbehaving: The Making of Behavioral Economics by Richard Thaler
Follow Thaler’s journey from frustrated economist to behavioral pioneer. Sutherland loves how it exposes the limitations of traditional economic thinking—perfect for marketers who know humans aren’t spreadsheet-driven robots.
The Marketing Magic Kit
Common Sense Direct Marketing by Drayton Bird
Written by Sutherland’s first boss and “huge influence,” this practical guide comes from a “great guru of direct marketing” who shaped Sutherland’s core beliefs about what actually makes people buy stuff.
Spent by Geoffrey Miller
One of Sutherland’s top picks for understanding marketing’s deeper biological drivers. Goes beyond surface-level consumption to explore how evolutionary signals influence why we buy what we buy. Marketing with a side of anthropology!
Alchemy by Rory Sutherland
The man himself explains why seemingly illogical ideas often work brilliantly. Consider this Sutherland’s own creative manifesto for embracing the magic that happens when you abandon pure rationality.
Mind-Expanding Fiction
The Complete Sherlock Holmes by Arthur Conan Doyle
Not just entertainment—Sutherland considers these stories masterclasses in observation and insight. He believes good detective fiction teaches you “how to have an insight,” a skill essential for spotting what others miss in marketing.
The Clicking of Cuthbert by P.G. Wodehouse
Sutherland has read this short story more than 30 times and calls it “the most perfect work of artistic creation in the history of the world”—yes, even better than the Sistine Chapel! Learn the art of perfect storytelling from a master.
Unexpected Wisdom
Winston Churchill’s Ministry of Ungentlemanly Warfare
Described by Sutherland as “the most Rory book” he’d read in a year, it showcases unconventional wartime strategies that perfectly align with his love for approaches that don’t make logical sense but work brilliantly.
How to Solve It by George Polya
Sutherland highlights Polya’s four-step problem-solving method, especially the idea that understanding a problem better (not necessarily solving it faster) is what matters most—a game-changer for creative problem-solvers.
Poor Economics by Esther Duflo and Abhijit Banerjee
Sutherland loves how this book demonstrates that tiny incentives can create massive behavioral changes—exactly what great marketing aims to do: maximum impact with minimal effort.
Screen Time That’s Actually Worth It
Jay Leno’s Garage (especially “Why I Don’t Own a Ferrari”)
Sutherland appreciates how Leno rejects status-driven car purchases and the unnecessary “bullshit” that comes with them—a perfect example of questioning conventional logic and status symbols.
Fawlty Towers
Beyond the laughs, Sutherland references this classic British sitcom to illustrate cultural nuances and effective communication styles that connect with audiences.
Podcasts to Fill Your Commute
The Knowledge Project with Shane Parrish
Deep dives into advertising psychology with Sutherland himself as a frequent guest.
On Brand with ALF & Rory Sutherland
Co-hosted by the man himself, exploring branding through a behavioral science lens.
Modern Wisdom Podcast
Sutherland discusses the hidden psychology behind the world’s best advertising.
You’re welcome…