If we want to master marketing, then we need to learn from those who helped shape it. The greats in the field are those who questioned assumptions, disrupted norms, and developed new frameworks. By studying their insights, we can learn the complexities of human behaviour, understand the nuances of customer experience, and think creatively to solve challenges.

Rory Sutherland can definitely be considered a master of marketing. Known for his unconventional thinking and groundbreaking application of behavioural economics, Sutherland has reshaped how businesses approach everything from branding to customer engagement. His work emphasises human psychology, reframing problems, and prioritising perception over cold logic, all of which have become indispensable in the modern marketing playbook.

Who is Rory Sutherland?

Rory Sutherland is the Vice Chairman of Ogilvy UK, one of the most renowned advertising and marketing agencies in the world. With a career spanning decades, he has become a leading voice in the industry, celebrated for his ability to blend creativity with science. Sutherland is also an author and speaker, known for his witty, insightful take on the intersection of marketing, behavioural economics, and human psychology.

His groundbreaking book, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, explores how irrational human behaviour can be leveraged to solve problems in innovative ways. Drawing inspiration from behavioural economics, Sutherland argues that the best solutions often arise not from logic but from understanding and influencing perceptions.

Sutherland challenges marketers to think differently, asking not just what people do but why they do it, and how small changes in framing, context, or experience can lead to massive shifts in behaviour.

By studying his work, we can gain access to a treasure trove of strategies that challenge conventional thinking and open the door to creative problem-solving. His philosophy reminds us that understanding human behaviour is the key to creating magic in marketing. So, let’s explore some nuggets of marketing wisdom from the renowned marketing genius or behavioural alchemist, Rory Sutherland.

This is a long article, so if you want a TL;DR, click here.

1. Embrace messiness and bottom-up thinking

Rory Sutherland advocates exploring real-world complexities by starting from the ground up rather than relying solely on pre-set theories or overly structured approaches. Direct observation and engagement with customers often uncover hidden insights that data alone cannot reveal.

“Embracing Messiness and Bottom-Up Thinking” can be seen as a metaphor for qualitative research, but it goes beyond the typical academic definition. It embodies a mindset and approach to problem-solving that prioritises real-world observation, flexibility, and creativity, rather than relying solely on quantitative data, established models, or rigid frameworks.

Key insight: a different form of qualitative research:

Unstructured Exploration:

While qualitative research follows a structured methodology (e.g., focus groups or interviews), “embracing messiness” encourages more freeform exploration. This could include unexpected observations, informal interactions, or even serendipitous discoveries.

Focus on Anomalies:

Traditional research may focus on identifying patterns and averages. Sutherland’s approach values outliers and anomalies, as they often provide unique insights into customer behaviour or unmet needs.

Iterative and Evolving:

Instead of starting with a fixed hypothesis or goal, this approach advocates for continuous learning and adjustment based on what you discover. It’s more about asking, “What’s happening here?” rather than proving or disproving a theory.

Practical Creativity:

Bottom-up thinking embraces non-linear problem-solving, encouraging imagination and practical solutions over purely data-driven answers. It’s not just about gathering qualitative insights but also about applying them in unconventional ways.

Embracing Messiness vs. Traditional Qualitative Research

Aspect	Qualitative Research	Embracing Messiness
Goal	Test a hypothesis or gather feedback on known ideas	Explore unknowns; uncover hidden needs
Process	Structured interviews, focus groups, or surveys	Unstructured observation, casual conversations
Focus	Identify commonalities	Investigate outliers and surprising behaviours
Outcome	Develop actionable insights or themes	Generate unconventional ideas and reframe problems

Examples:

Wi-Fi on Trains vs. Faster Travel Times

Train operators often focus on reducing journey times because data suggests customers prefer faster travel. However, by observing passengers, Sutherland highlighted that providing amenities like reliable Wi-Fi can be more impactful. Customers value productive or enjoyable travel time, which reframes their perception of delays.

Starbucks’ Third Place Concept

Starbucks created the concept of being a “third place” between home and work by observing how people used cafés. Instead of purely focusing on selling coffee, they designed spaces that encourage lingering, community engagement, and productivity, making Starbucks more than just a coffee shop.

How to apply:

• Conduct “day in the life” observations: Spend time watching how customers interact with your products or services. Look for pain points or moments of delight.
• Use ethnographic research: Visit the spaces where customers use your products, such as their homes or workplaces, to gain context.
• Test small changes: Experiment with unconventional improvements based on what you observe, even if they don’t align with traditional expectations.

Embracing the messiness of real-world behaviour can uncover insights that lead to creative solutions and meaningful customer experiences.

It’s qualitative research with a twist, encouraging marketers to think more like anthropologists or detectives, immersing themselves in the real-world complexities of human behaviour.

2. Prioritise Understanding Human Psychology

Rory Sutherland emphasises that effective marketing relies not just on understanding what people do, but why they do it. Human behaviour is influenced by deep-seated biases, emotions, and psychological needs, which often override rational decision-making. Marketers who tap into these psychological drivers can create more impactful campaigns, build stronger relationships, and ultimately deliver greater results.

Key insights:

People Aren’t Always Rational

Decisions are rarely made through pure logic. Emotional connections, convenience, and subconscious biases play a significant role in customer choices.

For example, a customer might pay more for a branded product, not because it’s inherently better, but because it provides emotional reassurance or status.

Perceived Value Matters

The value of a product or service is as much about how it’s perceived as its objective features. This means marketers must focus on shaping the customer’s experience and perception, not just improving the product itself.

For example, a fancy wine label can make the same bottle taste “better” to customers than a plain one, simply because of the perceived value added by the packaging.

Emotional Appeals Outperform Logic

People are more likely to engage with stories or appeals that resonate emotionally. A heartfelt story about how a product changes lives will usually outperform a technical list of features.

For example, charity campaigns showing an individual in need (with a compelling story) tend to generate more donations than campaigns citing large-scale statistics.

Examples:

Loss Aversion

People fear losing something more than they desire gaining it. To capitalise on this we can frame offers around avoiding losses, such as “Don’t miss out on this exclusive deal” or “Secure your spot before it’s gone.”

Scarcity

Limited availability creates urgency and perceived value. We see this with offers that highlight exclusivity, such as “Only 2 left in stock!” or “Limited-time offer.”

Social Proof

People are influenced by what others are doing or endorsing. Using testimonials, case studies, or phrases like “Join over 10,000 satisfied customers,” can be very effective marketing tools.

Framing

The way information is presented influences perception, so reframing an offer or deal can be highly effective. For example, instead of saying “Save £20,” try “You’ll only pay £30!” to make the offer feel more positive.

How to apply:

Conduct Research on Emotional Triggers

Use surveys, interviews, or focus groups to understand what emotions drive your customers. Focus on desires, fears, and aspirations rather than just demographic data.

Craft Stories Around Your Brand

Share customer success stories or the mission behind your product to create an emotional connection.

Test Different Psychological Techniques

A/B test your campaigns to see whether tactics like scarcity, framing, or social proof resonate more with your audience.

Train Your Team in Behavioural Economics

Ensure your marketing team understands basic psychological principles to create campaigns that go beyond surface-level appeal.

Applying human psychology in marketing can help us design campaigns that resonate deeply, shifting the focus from selling products to addressing real human needs and desires. As Sutherland puts it, “If you want to influence people, you must first understand what influences them.”

3. Don’t ignore anomalies and outliers

Rory Sutherland argues that while averages provide a broad understanding of patterns, they often mask valuable insights found in outliers and anomalies. These “oddities” in data or customer behaviour may seem unimportant at first glance, but they frequently hold the key to innovation, problem-solving, and untapped opportunities.

Rory states that by focusing on outliers, marketers can uncover unique insights, better understand customer needs, and discover creative solutions that set their brand apart.

Key insights:

Averages Hide Insights

Focusing on averages often obscures individual behaviours and experiences that could reveal game-changing insights. For example, in customer satisfaction surveys, the average score might look fine, but the few extreme complaints could point to a systemic issue that needs addressing.

Outliers Often Signal New Opportunities:

Unusual behaviour or feedback often indicates unmet needs or niches that haven’t been addressed. For example, the rise of plant-based diets was driven by a small group of early adopters. Brands that paid attention to this “outlier” behaviour were able to capitalise on a now-booming market.

Anomalies Can Drive Innovation

Many great innovations stem from addressing outlier use cases. By solving problems for the few, businesses often improve their offerings for the many. For example, Netflix initially catered to a niche audience of DVD renters but used insights from their viewing data to pivot into a streaming service, revolutionising entertainment.

How to apply:

Dig Into Data Beyond the Average

Analyse customer feedback, surveys, and complaints for outliers. What are the extremes saying about your product or service?

Look for unexpected behaviours in your data. For instance, which customers are spending significantly more or less than the average, and why?

Focus on Niche Audiences

Identify small, passionate customer segments and explore their needs deeply. A niche market can often expand into a broader trend.

For example, early users of electric vehicles were outliers in the automotive market. Companies like Tesla paid attention to this group and built a loyal following that helped mainstream their products.

Engage Directly With Outliers

Conduct interviews or focus groups with customers whose behaviours or feedback deviate from the norm. Understand their unique perspectives and experiences.

For example, a hotel chain might find that its few negative reviews come from travellers seeking quieter spaces. Offering “quiet zones” or personalised room selection could address these issues and create a better overall experience.

Test Solutions Inspired by Outliers

Pilot small-scale solutions that address the needs of outliers. If successful, scale them to appeal to broader audiences.

For example, a food delivery app noticing outlier demand for late-night orders could test 24/7 availability in key cities.

Rory states that by paying attention to these anomalies and outliers, we can uncover opportunities that our competitors might overlook. These insights allow us to innovate, solve hidden problems, and create products or services that stand out in a crowded market. As Sutherland suggests, “The real value lies not in the average but in the unexpected.”

4. Improve the Subjective Experience

Rory Sutherland emphasises that the success of a product or service is not solely determined by its objective features but by how customers perceive and experience it. The subjective experience (how something makes people feel, what it represents, or how it fits into their lives) often holds more sway than technical specifications or tangible improvements.

By focusing on improving the customer’s perception and emotional response, brands can create value that is memorable, meaningful, and often more impactful than measurable enhancements.

Key insights:

Perception vs. Reality

People value what they perceive, not necessarily what is real. This means the experience surrounding a product can outweigh its objective qualities.

For example, a premium watch brand might have the same functionality as a cheaper alternative, but its perceived value lies in the craftsmanship, prestige, and story it conveys.

The Role of Small Touches

Minor changes in the experience can have a disproportionately positive impact on how customers feel.

For example, adding Wi-Fi to trains enhances the subjective experience of the journey, making travel time feel more productive or enjoyable, even if the journey itself isn’t any faster.

Emotion is Key

Customers are more likely to remember how a product or service made them feel than what it technically offered.

For example, Disney parks focus on creating magical moments (like character interactions) that make the visit emotionally resonant, rather than simply providing access to rides.

Examples:

Tesla’s Supercharging Stations

Tesla transformed the often-dreaded act of refuelling into a tech-savvy, premium experience by designing clean, futuristic supercharging stations, reflecting the brand’s innovative identity.

Luxury Packaging

High-end brands like Apple and Chanel use sleek, elegant packaging to create an impression of exclusivity and quality, enhancing the customer’s unboxing experience and increasing perceived value.

How to apply:

Address Emotional Needs

Identify the emotional state of your customers during their interaction with your brand. Are they stressed, excited, or uncertain? Tailor your experience to address these feelings.

For example, airlines that offer free onboard entertainment or small comforts (like hot towels) improve passengers’ emotional state, making the journey feel more pleasant.

Reframe Perceptions

Change how customers perceive your service or product, even if the underlying offering remains the same.

For example, waiting for an Uber feels shorter because the app shows real-time tracking of the driver’s arrival. This doesn’t reduce wait time but provides a sense of control and reduces uncertainty.

Create a Narrative

Use storytelling to imbue products with meaning or significance. A compelling story can transform a product from functional to aspirational.

For example, TOMS Shoes ties each purchase to a social cause (“one-for-one”), making the purchase feel like an act of generosity rather than a transaction.

Focus on the Journey, Not Just the Outcome

Improve the steps leading to the final result, not just the result itself.

For example, high-end restaurants provide memorable experiences through exceptional service, creative plating, and ambience, ensuring customers feel special throughout their visit, not just when eating the meal.

Personalisation

Tailor the experience to individual customers to make them feel valued.

For example, Spotify’s “Wrapped” campaign personalises music listening data, creating a sense of connection and recognition for the user.

Sutherland tells us that improving subjective experience isn’t about altering the core product, it’s about enhancing how customers perceive and interact with it. As he explains, “A good experience often matters more than the product itself. Customers remember feelings, not features.”

5. The Power of Complementarity

Rory Sutherland highlights the concept of complementarity as a powerful yet often overlooked strategy in marketing. Complementary products, services, or experiences enhance the value of a core offering by making it more desirable, useful, or memorable. These additions don’t necessarily require major changes to the product itself but instead focus on improving the overall experience surrounding it.

By utilising complementarity, businesses can increase customer satisfaction, strengthen brand loyalty, and differentiate themselves in competitive markets.

Key insights:

Enhance the Core Offering

Complementary elements add perceived value, often creating a sense that the whole experience is greater than the sum of its parts.

For example, a burger feels incomplete without fries and a drink, which is why fast food chains promote value meals as a package.

Provide Information as a Complement

Information or education about a product can make it more valuable by helping customers use it effectively or understand its benefits.

For example, a wine retailer offering food pairing suggestions alongside each bottle increases the perceived expertise and utility of the purchase.

Highlight What’s Missing

Sometimes, drawing attention to what isn’t included can make an offering more attractive, especially when combined with a low price.

For example, budget airlines like Ryanair emphasise low ticket prices but charge for “extras” like seat selection or baggage. Customers value the ability to customise their experience while feeling they’re getting a bargain.

Offer Complementary Services or Experiences

Services that enhance the use or enjoyment of a product can increase its perceived value and encourage repeat business.

For example, Apple’s ecosystem of devices and services, such as AirPods, iCloud, and the App Store, makes each product more useful and desirable when paired with others in the lineup.

Examples:

Amazon Prime’s subscription fee includes not just free shipping but also access to streaming services, exclusive deals, and more. These complementary benefits make the service feel indispensable, encouraging loyalty and frequent use

Nespresso adds value to its coffee machines by offering exclusive pods, recipes, and recycling services, creating a premium, closed-loop experience.

How to apply:

Identify Missing Pieces in the Experience:

Map out the customer journey and look for gaps where complementary elements could enhance the experience.

For example, an online clothing retailer could add value by offering free tailoring or styling advice.

Provide Useful Information

Create guides, tutorials, or recommendations that help customers get more out of your product.

For example, a tech company providing free setup videos or troubleshooting guides for its devices improves the user experience.

Bundle Products and Services

Offer packages that combine related products or services to create convenience and perceived value.

For example, a beauty brand selling skincare kits with complementary products simplifies the buying process for customers.

Experiment with “Freemium” Models

Offer basic features for free while providing paid upgrades for enhanced functionality.

For example, many software companies allow free access to their tools but charge for premium features or additional support.

Focus on Small Touches

Sometimes, minor additions can significantly elevate the customer’s perception.

For example, hotels offering free welcome drinks or snacks create a positive first impression, enhancing the overall stay.

Complementarity is about seeing the bigger picture and how all elements of your offering work together to create a holistic, memorable experience. By identifying what customers need beyond the core product and delivering it in a meaningful way, brands can enhance perceived value, deepen customer loyalty, and drive long-term success.

As Sutherland notes, “The true genius of marketing lies not just in what you sell, but in how you frame, bundle, and enhance the value around it.”

6. Create a “Psychological Moonshot”

Rory Sutherland introduces the concept of a “psychological moonshot” as an alternative to traditional problem-solving approaches. Instead of focusing on expensive, technological, or operational fixes, a psychological moonshot aims to reframe or recontextualise a problem to change how it is perceived. The idea is that human perception often drives value and satisfaction more effectively than tangible improvements.

@rorysutherlandclips

Simple solution with huge upsides #rorysutherland #rorysutherlandclips #fyp #foryou #podcast #podcastclips #marketing #uber #ubermap

♬ original sound – Rory Sutherland

By targeting the perception of a product, service, or problem, businesses can achieve breakthrough results without the need for costly or complex changes.

Key insights:

Perception Often Trumps Reality

Customers’ subjective experiences are shaped by how a problem is framed, not necessarily by the problem itself. Changing the story around an issue can often solve it more effectively than addressing the root cause.

For example, adding real-time train arrival updates doesn’t make trains run faster but significantly reduces passenger anxiety about delays.

Small Changes Can Have Big Impacts

Psychological solutions often cost less and deliver outsized results compared to traditional fixes.

For example, in the early days of Eurostar, instead of investing billions to reduce travel time by a few minutes, offering onboard Wi-Fi and improved service made the journey feel more enjoyable and productive.

Reframing Shifts Mindsets

Reframing the context of a problem can change how it’s perceived.

For example, highlighting “preparation time” on a delivery tracker makes customers view waiting as purposeful rather than frustrating.

A psychological moonshot is about looking for the simplest, most elegant change that makes a significant difference in perception. Instead of throwing money, technology, or effort at the problem, you ask: How can we make people feel like the problem is solved?

Examples:

London Underground’s Music Trial

Instead of expensive renovations to improve passenger mood, the London Underground played calming music in stations. This simple change led to reduced complaints and a better overall atmosphere.

Virgin Atlantic’s Salt-and-Pepper Shakers

Virgin Atlantic’s first-class meals included custom-designed salt-and-pepper shakers shaped like little airplanes. While they didn’t improve the food itself, they made the dining experience feel more premium and memorable.

Coca-Cola’s “Share a Coke” Campaign

Coca-Cola replaced its logo on bottles with popular names, creating a personal connection for customers. This psychological change boosted sales significantly without altering the product.

How to apply:

Reframe the Problem

Look at the issue through the customer’s eyes. Are they frustrated by delays, costs, or complexity? Find ways to change how these are experienced rather than eliminating them outright.

For example, instead of reducing delivery times, Domino’s Pizza created the “Pizza Tracker,” which updates customers on the preparation process, giving them a sense of control.

Make the Invisible Visible

Highlight the unseen effort or benefits that customers may not notice.

For example, airlines explaining the cleaning process between flights reassures passengers about hygiene without altering the time taken.

Reduce Uncertainty

Much of customer dissatisfaction stems from not knowing what to expect. By providing clarity, you can significantly improve perceptions.

For example, ride-sharing apps like Uber and Lyft reduce anxiety by showing the driver’s location, estimated arrival time, and fare upfront.

Focus on Psychological Value

Add elements that don’t directly impact performance but enhance the experience.

For example, luxury hotels offering scented towels or signature drinks create a sensory association that enhances the perceived value of the stay.

How to Implement a Psychological Moonshot:

‘Psychological Moonshots’ work because they often require fewer resources than traditional fixes. They address the emotional and perceptual aspects of a problem, which are more memorable and impactful for customers. They also help differentiate brands by showcasing creativity and customer-centric thinking.

As Sutherland says, “The problem you think you’re solving may not be the problem at all. Reframe it, and you might find the solution is far simpler.”

7. Understand and Use “Costly Signalling”

Rory Sutherland draws on the concept of costly signalling from behavioural economics, which explains how the effort, resources, or expense involved in sending a message can enhance its perceived credibility and impact. This principle can be applied in marketing to build trust, demonstrate confidence, and signal quality to customers.

The essence of costly signalling is simple. When a brand or business invests significant resources into its message, it shows seriousness and commitment, making it more likely to be believed and respected. In a world where trust is crucial, leveraging costly signaling can set your brand apart and build long-term loyalty.

Key insights

Confidence Through Commitment

When a brand invests in expensive or high-effort communication, it signals confidence in its product or service. Customers interpret this investment as proof that the brand believes in what it offers.

For example, a luxury carmaker running high-budget, cinematic TV ads signals that it stands by its brand’s prestige and quality.

Reputation as a Signal

A consistent reputation for quality or reliability acts as a long-term signal of trustworthiness and commitment to customers.

For example, Rolex’s reputation is built not only on craftsmanship but also on decades of reinforcing its image through premium advertising and association with prestige events like Wimbledon.

Effort Equals Value

People value things that require visible effort or expense. A brand that goes the extra mile, whether through advertising, packaging, or customer service, communicates that it values its customers and its own offering.

For example, Apple’s packaging is meticulously designed to create an unboxing experience that feels premium, even though the functionality of the product remains unchanged.

Examples:

Super Bowl Advertising

Brands that advertise during the Super Bowl invest millions for a single slot, signaling that they’re confident in their message and their ability to make an impact on a massive audience.

Chanel No. 5 Packaging

The elegant simplicity of Chanel’s perfume bottles and the association with iconic figures like Marilyn Monroe signals timeless luxury, justifying its premium price point.

Apple’s Retail Stores

Apple’s stores are more than just retail spaces, they’re designed as architectural landmarks, signalling the brand’s commitment to design, innovation, and customer experience.

How to apply:

Invest in Quality Messaging

Use high-quality visuals, copy, and production in your advertising. Avoid shortcuts or anything that looks cheap or rushed, as it can signal a lack of confidence.

For example, a brand introducing a new product with a professionally produced launch video communicates seriousness and credibility.

Demonstrate Long-Term Commitment

Consistency in branding, advertising, and customer experience signals that your business is here to stay.

For example, Patagonia’s commitment to sustainability, communicated through years of campaigns and initiatives, signals authenticity and builds trust.

Be Selective About Where You Advertise

Choose prestigious or exclusive advertising channels to align your brand with quality and credibility.

For example, luxury brands often avoid mass-market platforms and focus on high-end publications like Vogue or The Financial Times.

Make Your Product or Service Stand Out

Use costly signalling in product design or packaging. Whether it’s weighty, tactile packaging or custom touches, these signals indicate thoughtfulness and care.

For example, Tesla’s sleek showrooms, designed to look more like luxury boutiques than traditional car dealerships, signal that the brand is cutting-edge and premium.

Costly signalling builds trust, credibility, and desirability by showing customers that your brand is serious about its offering. It goes beyond words to demonstrate action, effort, and investment, which resonate deeply with human psychology.

As Sutherland notes, “Effort creates value in the eyes of the customer. The harder you try, the more they trust you.”

8. Emphasise Relationships

Rory Sutherland underscores the importance of building meaningful, long-term relationships with customers rather than prioritising short-term gains. In an era where transactional interactions dominate, focusing on loyalty and trust not only enhances customer retention but also creates advocates who amplify your brand through word-of-mouth. Acts of generosity and long-term thinking signal to customers that they are more than just numbers, they are valued partners in your business’s success.

Key insights:

Long-Term Value Over Short-Term Wins

Many businesses fall into the trap of optimising for immediate profits, often at the expense of customer relationships. However, investing in relationships pays off by creating repeat customers and fostering loyalty.

For example, brands like John Lewis thrive on customer loyalty by consistently delivering quality service and standing behind their promises with generous return policies.

Generosity as a Trust Signal

Unexpected acts of kindness, such as a free gift, personalised note, or unprompted support—create positive emotions and show customers that you value them.

For example, Zappos is known for surprising customers with free expedited shipping, creating a memorable and emotional connection with the brand.

Building Relationships Creates Value:

• Loyal Customers Are More Profitable:
  Retaining existing customers costs significantly less than acquiring new ones, and loyal customers are more likely to buy frequently and spend more per purchase.
• Word-of-Mouth Advocacy:
  Satisfied customers become advocates who promote your brand to others, effectively becoming an extension of your marketing team.
• Increased Lifetime Value:
  Customers who feel valued are less likely to switch to competitors and more likely to explore additional products or services.
• Resilience During Challenges:
  Strong relationships can sustain a business during tough times. Customers are more forgiving and supportive when they trust and feel connected to a brand.

Examples:

Patagonia

Patagonia’s commitment to sustainability resonates deeply with its customers, creating a sense of shared values. Their repair programme extends the life of their products, showing they care about more than just selling.

Chewy

Chewy, an online pet retailer, is celebrated for its exceptional customer service. From handwritten condolence cards for lost pets to surprise gifts, their actions build strong emotional bonds with customers.

How to apply:

Invest in Personalisation

Use data to tailor communications, offers, and experiences to individual customers.

For example, Spotify’s personalised playlists, such as “Discover Weekly,” make users feel understood and valued.

Be Transparent and Authentic

Honesty fosters trust. Admit mistakes when they happen, and take swift action to make things right.

For example, after a shipping delay, a brand sending an apology email with a discount for a future purchase can turn a negative experience into a positive one.

Create a Loyalty Programme with Meaning

Develop a rewards programme that truly benefits customers, rather than one that feels transactional.

For example, Starbucks Rewards not only provides free drinks but also makes customers feel part of an exclusive community.

Show Generosity

Surprise customers with unexpected perks, such as free samples, handwritten thank-you notes, or exclusive content.

For example, a bookstore including a free bookmark with every purchase adds a thoughtful touch that enhances the customer’s experience.

Focus on Post-Sale Engagement

Building relationships doesn’t stop at the point of purchase. Follow up with helpful tips, exclusive offers, or a simple check-in.

For example, a fitness app providing progress updates and motivational messages keeps users engaged long after subscribing.

Why Emphasising Relationships Works:

• It Humanises Your Brand:
  Customers are more likely to connect with businesses that treat them as individuals rather than numbers.
• It Reduces Customer Acquisition Costs:
  Retaining loyal customers and gaining referrals costs far less than constantly trying to attract new ones.
• It Enhances Emotional Loyalty:
  Customers who feel valued are more likely to advocate for your brand, forgive occasional mistakes, and remain loyal over time.
• It Differentiates You from Competitors:
  In a competitive marketplace, strong relationships based on trust and generosity set you apart.

As Sutherland notes, “In marketing, long-term selfishness—taking care of your customers—is indistinguishable from cooperation.”

9. Focus on customer experience

Rory Sutherland champions the idea that the success of a business hinges on the quality of the customer experience, not just the product or service itself. The customer journey encompasses every touchpoint, from initial awareness to post-purchase engagement, and every moment matters.

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Starting the year off with the power of placebos 🧐#fyp #foryou #trending #rorysutherland #marketing #podcasts

♬ original sound – Rory Sutherland

By optimising the entire journey, removing friction, enhancing satisfaction, and providing choices, businesses can create memorable experiences that foster loyalty and advocacy.

Key insights:

The Entire Journey Matters

Many businesses focus heavily on the point of purchase, but the customer journey extends far beyond that. Every interaction—whether it’s browsing a website, receiving support, or opening a package—shapes the customer’s perception of the brand.

EFor example, Amazon has mastered the customer journey by streamlining every stage, from personalised recommendations to fast, reliable delivery and seamless returns.

Eliminate Friction

Pain points such as confusing navigation, poor communication, or delayed service—detract from the overall experience. Removing these negatives can have a greater impact than adding new features.

For example, Spotify simplified music discovery by offering curated playlists and eliminating the need for users to search for songs manually.

Empower Customers with Choice

People value autonomy in their experiences. Offering options, whether for delivery, payment, or personalisation, helps customers feel in control and increases satisfaction.

For example, food delivery apps like Uber Eats let customers choose delivery times, dietary preferences, and even how their meals are prepared, creating a tailored experience.

Examples:

Apple’s Retail Experience

Apple Stores are designed not just to sell products but to create an immersive brand experience. With hands-on product demos, expert staff, and sleek interiors, the retail journey itself reinforces Apple’s premium image.

Disney’s Parks

Disney focuses on the entire customer journey, from ticket purchase to departure. Elements like fast passes, clean environments, and engaging staff reduce friction and enhance the magic of the experience.

Warby Parker’s Try-On Program

Warby Parker’s innovative “Home Try-On” programme removes a major pain point in buying glasses online by letting customers test frames before committing.

How to apply

Map the Customer Journey

Identify every touchpoint where customers interact with your brand, from first contact to post-purchase follow-up.

Evaluate the experience at each stage. Is it seamless? Are there unnecessary delays or frustrations?

For example, a hotel might map the journey from booking a room to check-out, ensuring that every step (confirmation emails, check-in, room service) exceeds expectations.

Remove Negatives and Pain Points

Identify common customer complaints or challenges and prioritise solutions.

Use feedback tools, such as surveys or focus groups, to uncover friction points.

For example, airlines now offer mobile boarding passes to eliminate the hassle of printing tickets, improving the check-in process.

Provide Options to Enhance Control

Empower customers by offering choices in how they interact with your product or service.

Examples include flexible delivery schedules, payment methods, or the ability to personalise products.

For example, Netflix allows users to download content for offline viewing, catering to those who want flexibility in their entertainment experience.

Surprise and Delight Customers

Small, unexpected touches can create memorable experiences that turn customers into advocates.

For example, E-commerce brands that include handwritten thank-you notes or small free samples with purchases create a lasting impression.

Invest in Post-Purchase Engagement

The customer journey doesn’t end at the point of purchase. Follow up with support, tips, or exclusive offers to keep customers engaged.

For example, Peloton sends post-purchase motivational emails and workout suggestions to keep users engaged with their fitness ecosystem.

By focusing on the entire customer journey and addressing both functional and emotional needs, businesses can turn ordinary interactions into extraordinary experiences. As Sutherland notes, “It’s not just about what you sell, but how you make people feel while they’re buying it.”

10. Be wary of over-quantification

Rory Sutherland warns against the dangers of over-reliance on data and metrics in decision-making. While quantitative data is valuable, it has inherent limitations, especially when it comes to predicting future behaviour or capturing the nuanced realities of human experiences. Over-optimising for measurable metrics can lead to neglecting qualitative insights that truly matter, such as customer emotions, storytelling, or unique market dynamics.

By recognising the limits of data, resisting the urge to over-optimise, and giving weight to anecdotal evidence, marketers can create strategies that balance analytical precision with creative intuition.

Key insights:

Data is Always From the Past

All data represents historical trends, which may not always reflect future behaviours or emerging customer needs.

For example, relying on past purchasing patterns alone might miss a sudden shift in consumer preferences, such as the rapid rise in demand for plant-based foods.

Over-Optimisation Can Be Harmful

Focusing too much on improving easily measurable metrics (e.g., click-through rates or conversion rates) risks neglecting broader goals, such as brand equity or long-term customer loyalty.

For example, a website optimised for conversions might reduce the quality of its user experience by overwhelming visitors with pop-ups and upsells.

Anecdotes as Early Signals

Anecdotes, while not statistically robust, often highlight emerging trends or issues that data has yet to capture. They provide a human perspective that complements raw numbers.

For example, early anecdotal feedback from electric vehicle enthusiasts pointed to a demand for charging stations long before the data reflected it. Brands that acted on these stories gained an early-mover advantage.

Examples:

Coca-Cola’s New Coke Debacle

In the 1980s, Coca-Cola launched “New Coke” based on blind taste test data showing people preferred its sweeter formula. However, the company underestimated the emotional attachment customers had to the original product, leading to a massive backlash.

Netflix’s Algorithms vs. Intuition

Netflix’s recommendation algorithm is a prime example of data-driven success, but the company also invests in creative risk-taking. Shows like Stranger Things and The Crown were greenlit based on a mix of data insights and intuitive storytelling potential, ensuring a balance between numbers and creativity.

Dyson’s Innovation Approach

Dyson famously invests heavily in R&D, often exploring ideas that data might not immediately validate. This willingness to experiment led to groundbreaking products like the bagless vacuum cleaner.

How to apply:

Balance Data with Intuition

Use data as a guide, but rely on creative thinking and qualitative insights to make decisions.

For example, instead of just following A/B test results, consider how a change aligns with your brand’s values and customer expectations.

Listen to Anecdotes

Treat customer stories, feedback, and complaints as valuable clues about what might be happening beneath the surface.

For example, if multiple customers mention difficulty finding a product in-store, it may indicate a broader problem with signage or placement, even if sales data doesn’t show a dip.

Avoid Over-Optimising for a Single Metric

Don’t prioritise one KPI (e.g., conversion rate) at the expense of the overall experience. Strive for a balanced scorecard of metrics.

For example, instead of focusing solely on reducing bounce rates, consider whether visitors are engaging meaningfully with your site.

Use Data to Spark Questions, Not Just Answers

Let your data guide you to areas that need further exploration rather than treating it as the final word.

For example, if sales are down in a specific region, investigate qualitative factors like changing local preferences or increased competition.

By recognising the limits of over-quantification, you can create strategies that are both data-informed and human-centred. As Sutherland notes, “Data can tell you what’s happening, but it can’t always tell you why. That’s where creativity and curiosity come in.”

Let’s learn from Rory!

Rory Sutherland is a pioneer in applying behavioural economics to marketing, offering transformative insights that challenge conventional thinking. His philosophy addresses the importance of understanding human psychology, reframing problems, and focusing on perception rather than logic. So, is he a marketing genius or a behavioural alchemist? I would say both!

Which of these tips resonates most with you? Let us know in the comments below!

Stay tuned for more insights in our Marketing Masters series, where we explore the strategies of the industry’s most influential figures.

Other sources

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