Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]

<p>My guest today is Rory Sutherland. Rory is the Vice Chairman of Ogilvy & Mather Group, which is one of the largest and most renowned advertising agencies in the world. He’s also the author of one of my favorite recent books called Alchemy: The surprising power of ideas that don’t make sense. In this conversation, we explore many of his counterintuitive ideas about business. Rory makes you think as much as anyone, so I hope you enjoy this conversation.</p> <p> </p> <p><strong>This episode of Invest Like The Best is sponsored by Canalyst. Canalyst is the leading destination for public company data and analysis. </strong></p> <p><strong>If you’re a professional equity investor and haven’t talked to Canalyst recently, you should give them a shout. Learn more and try Canalyst for yourself at </strong><a href="http://canalyst.com/Patrick" target= "_blank" rel= "noopener"><strong>canalyst.com/Patrick</strong></a><strong>.  </strong></p> <p> </p> <p>For more episodes go to <a href= "http://investorfieldguide.com/podcast">InvestorFieldGuide.com/podcast</a>.</p> <p>Sign up for the book club and new email newsletter called “Inside the Episode” at <a href= "http://investorfieldguide.com/bookclub">InvestorFieldGuide.com/bookclub</a>.</p> <p>Follow Patrick on Twitter at <a href= "http://twitter.com/patrick_oshag">@patrick_oshag</a></p> <p><strong> </strong></p> <p><strong>Show Notes</strong></p> <p>(2:12) – (First question) – Why spreadsheets and logic kill magic</p> <p>(5:42) – What a product/service is vs how it’s delivered and makes people feel (regular moonshot vs psychological moonshot)</p> <p>(13:22) – Psychological anomalies - doing things faster, better, cheaper (Red Bull vs Coke)</p> <p>(19:54) – Swiss army knife that companies should avoid</p> <p>(22:50) – Don’t design for average</p> <p>(24:39) – How do people approach improving their business through marketing</p> <p>(27:30) – Case for direct mail</p> <p>(29:22) – Turning your weaknesses into a strength</p> <p>(34:29) – The seven deadly sins and how useful they