Rory Sutherland

Vice chairman of Ogilvy, originator of its behavioural psychology unit, author of Alchemy: The Surprising Power of Ideas that Don’t Make Sense and TED talker extraordinaire. Good chap. Would pet. 12/10.

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Business, and government, suffers from a kind of physics envy. It wants the world to be the kind of place where the input and the change are proportionate: everything is numerically expressible and the amount you spend on something is proportionate to the scale of your success.

—Rory Sutherland