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Rory Sutherland

Rory more than maybe anyone in the world he just sees the world through these these system lenses

1 episode · 1 sourced appearance

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Marketing5 steps

Consistent, Distinctive, Famous

The three-word brand brief for founders — and why fame is the nonlinear one nobody names.

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Leadership5 steps

Design for Humanity, Not the Organogram

Small teams plus human briefs beat large teams plus metrics — reciprocity does not scale.

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Marketing5 steps

Idiosyncrasy Preservation (The Stand-Up Comedian Test)

Protect the odd, inconsistent details of your product — idiosyncrasies count double.

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Innovation5 steps

MAYA: The Right Amount of Weird

Ship the most novelty a market will swallow — one notch past familiar, never past comprehensible.

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Strategy5 steps

The Double Lock (Sober and Drunk)

Debate every big decision twice — once rationally, once psychologically — and only act if both agree.

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Innovation5 steps

The Parallel Sweet Spot: Psychological, Technological, Economic

Solve all three constraints at once — running them in series is how great products die.

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Innovation5 steps

The Single Affordance Rule

One product, one job. Added functionality can subtract value by destroying clarity of purpose.

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Marketing5 steps

The User Imagery Adoption Test

Adoption stalls on who owns the product, not what it does — audit your user imagery before you scale.

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