RORY SUTHERLAND’S 10 RULES OF ALCHEMY

Rory Sutherland - Ogilvy Vice Chairman, TED Talk superstar and author of Alchemy - shares his top 10 rules of business and life.
Alchemy is a breakthrough book which explores the power of ideas that don’t make sense, and how they may just be the key to success in our modern world.
Get your copy of Alchemy here: amzn.to/2Wnb5gr

[@joshuaellis7121]

1. (0:09) The Opposite of a Good Idea Can Also Be a Good Idea 2. (0:44) Don't Design for Average 3 (1:32) It Doesn't Pay to Be Logical 4. (2:39) The Nature of Our Attention impacts the Nature of Our Experience 5. (3:37) A Flower is a weed with an Advertising Budget 6. (4:40) The Problem with Logic is it Kills Off Magic 7. (5:56) A Good Guess which Stands Up to Empirical Observation is still Science ... but so is a Lucky Accident 8. (7:13) Test Counter-intuitive Things because No One Else will. 9. (8:22) Solving Problems using only Rationality is like playing Golf with only One Club 10. (9:40) Dare to be Trivial 11. (11:36) If there were already a logical answer, we would have already found it. 12. (13:26) Dare to Look Stupid

[@incomewithlinda]

Thanks Joshua Ellis, you the man !!!

[@bluetech2809]

In other words he said the same thing with almost all of his "points".

[@bossgd100]

Thanks

[@PrincipledUncertainty]

Rory is one of the seven wonders of the modern world.

[@ramonvillaster609]

Ever since I discovered Rory Sutherland's videos, I just can't stop watching. Pure Gold.

[@huda4275]

"Being like everybody else is a race to the bottom." 😊 I like that...

[@davidgiorgione7195]

Rory THANK YOU...I’ve wasted millions of dollars using logic in my marketing messages... it’s 10:30 at night, December 21, I’ve been marketing for 30 years I completely blew it

[@somethingbronzie]

Wow David. May I ask what about logic has worked for you?

[@rccpromotions]

This comment hits hard. Worded like a true learner and achiever.

[@nicolemurphy2629]

‘Rational people are all over the sodding place’....!! 😂😂😂😂😂👍

[@deruyckjan]

Ah the hotel in East Berlin. So many great memories.

[@MonoSubstance]

What a brilliant way of thinking! I love all his videos! Respect!

[@pixelseeker]

Insightful! 3:38 A flower is simply a weed with an advertising budget. 12:19 If a problem is persistent, its fairly likely that its solution is logic proof. (The solvability of quintic equations comes to my mind)

[@CubanRAT]

Thank you for this Rory. Brilliant!

[@stepheninscoe1707]

Really looking forward to reading the new book

[@peter9910]

Fantastic! Love the way Rory thinks!

[@Linusrox123]

I love ALL of his talks. Rory is the Andrew Yang of advertising. Or maybe Yang is the Sutherland of this election.

[@johnrainford996]

Excellent!!!

[@charityhouze647]

I'm in love with this

[@mrcyan8686]

thank you!

[@somethingbronzie]

Love this!

[@whatcarisit6665]

Curious what your advice would be for LaCroix Sparkling Water

[@nickvoutsas5144]

Absolutely brilliant

[@odinliamwright]

I...Love...This...Guy!

[@JonathanFrost]

Suggestions that resonate with the ideas of Edward de Bono - Brilliant, thanks.

[@villeporttila5161]

The Notorious B.I.G of advertising. Rule number uno...

[@jankevinbautista]

GOLD.

[@swapnil0402]

I am fan of Rory and agree to all his points. He basically speaking what Taleb is saying in Fooled by randomness. Humans underappreciated the ra domness factor and try to solve everything by logic because even if they fail they do t look stupid.

[@gregoryburne5251]

He could hold my attention for ever. Oh, and he could sell me anything.

[@hsot351]

This could've been a top 5. Love the energy though.

[@joeydweck4656]

Insane! 13. In business, what everyone knows is not worth knowing and what everyone does is not worth doing!

[@Aeonized]

This guy reminds me a lot of Boris Johnson, not that they are alike but they both have the gift of speech and banter. Similar to Christopher Hitchens, although he was a bit more hotblooded and intellectual.

[@KootFloris]

Beautiful story. Now let's apply: counterintuitive to marketing is burning it down. Everyone who never saw it check on KZbin 'Bill Hicks Marketing' several versions will pop up. Because even magical marketing kills. I rather have real wonder.

[@lediableblanc9399]

Bill Hicks was Amazing. One of my favorites, though regarding marketing, I’m not sure he grasped that everyone is marketing all the time. It’s a job that has to be done and just because some pilots crash planes doesn’t mean pilots crash planes and we need to get rid of them. Doing a poor job of marketing (which is what is being asked for by having no marketers) is doing everyone a dis service. I guess I’m wrong; government cheese and generic everything for everyone always. The door isn’t a jar... how can the door be a jar?

[@KootFloris]

@@lediableblanc9399 That's the nuance, thank you. Indeed, yet many students and people new to the job just see and aspire the shine. And it is misused an awful lot. So there. Bill brings the balance.

[@mayadunn719]

Hey....why is the color combination of his outfit so pleasant...? I bet he used some sortof system to choose it!

[@kichelmoon6365]

For real. It should not work but works so well.

[@millennialbuddhism2619]

this is fantastic advice, but im still laughing about having to be in a hotel room where only the big lebowski plays on the tv over and over again lolol

[@moumous87]

you should edit the video and add the 10 points written on screen

[@reprogrammingmind]

you should write the points in your comment.

[@dbsk06]

Looooove it

[@mikecowie8788]

Rory should run the UK. We’d be a whole lot better off!

[@RabidIrishGuy88]

His dishwasher anecdote (11th rule of 10) suggests to me that he reads Nicholas Nasim Taleb's books, or else the vice-versa, or they've conversed extensively. Anyone know of their levels of interaction with each other?

[@radzid]

yea, Nasim inspired the last book and they know each other.

[@hennyvanderpluijm6132]

Google Nudgestock

[@danielthorn33]

But when everyone is emotional. Let us not forget logic can also win.

[@nicolemurphy2629]

Emotion can be powerful

[@willardr100]

Will you be my friend, Rory? My round. Thanks! (that was my stupid question....)

[@RikzB]

Can anyone explain me how to use the last point he stated in video?

[@tewfik8616]

I'll try and hopefully I am not wrong. Say, you design the choices to your customers in a way that in any given situation and for any choice they decide to pick there is a tangible upside to which they can can hold on to. In the other hand, the downside need to be balanced too in a way that when a customer pick any particular option the downside should not be too bad to cause resentment.

[@jambononi]

If you have two people but only one sandwich, offer lunch to one person and weight loss to the other. The lack of options looks bad until you flip the lack of a sandwich into an opportunity.

[@internautapopo2766]

If you want to lose weight you need to eat healthy. The "healthy" food generally has a "bad" taste. If you transform the healthy food with cooking skills to taste good you can eat healthy food without feeling bad. The power is in your "hands"

[@shaunvirsingh8719]

What is the name of the german guy he mentions?

[@StevenSchoolAlchemy]

Greetings

[@freeshipping9643]

Holy??? Its like a SHOT of knowledge. The knowledge so has BC\AC..you can watch internet adapt it. 🤑👺

[@lkaneshiki]

how do you judge an idea if it's not logical or rational?

[@weaponsofinfluence1822]

ask "does it work?"

[@tp7412]

@@weaponsofinfluence1822 👍, after it’s been tried

[@theeskimo4740]

Fucking brilliant

[@DM-ic9zw]

So what if there hasn't been a solution bc people haven't exposed the problem to logic in the first place? Should we choose logic first, then apply an irrational solution?

[@jambononi]

Yes, presumably always go for the simplest route first. It goes hand in hand with looking stupid. Ask really dumb questions and you might make them realise the obvious answer.

[@coolhandluke3059]

I'm thrilled about the book, but a part of me just wants Rory to SHUTUP.... he's spilling all the secrets

[@nickgennady]

coolhandluke Most people won’t look for public knowledge and go with status quote. Look at the internet. Most people use it for social media, not for knowledge

[@subodhghimire9677]

@@nickgennady well said

[@progtom7585]

Rory should be in charge of Brexit. Legend.

[@derholzhacker4780]

THEWZ = the British word for THOSE.

[@derholzhacker4780]

Why isn't his accent annoying? Most British accents are repulsive. But Rory is very acceptable.

[@Sadaatty]

It’s simply because what he has to say is so vital, so engaging and so comprehensive that his accent gets lost in all the magic. Whereas normally you get completely annihilated by the English accent as there is absolutely nothing remotely interesting being said. LOL

[@Linusrox123]

Heh - I don't know that I have heard one British accent which I have found repulsive! I find them all quite alluring.

[@jambononi]

Wow repulsive is a very strong word