Rory Sutherland
- Vice Chairman of Ogilvy UK, world-renowned behavioural economics evangelist, and creative industry icon
- Author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense, a global bestseller on human decision-making
- Provocative thought leader on branding, psychology, innovation, and why logic often fails in business strategy
Rory Sutherland is one of the world’s leading voices in behavioural science and marketing psychology. As Vice Chairman of Ogilvy UK, he has spent over three decades exploring the hidden forces that shape human behaviour—and showing how understanding them can unlock enormous value for brands, leaders, and society.
Rory’s influence reaches well beyond the advertising world. His TED talks have amassed millions of views, and his book Alchemy: The Surprising Power of Ideas That Don’t Make Sense has become essential reading for anyone seeking to understand why people do what they do.
Known for his wit, irreverence, and razor-sharp insight, Rory challenges conventional logic and encourages organisations to look beyond spreadsheets and into the quirks of human nature. He is a passionate advocate for ideas that are psycho-logically right—even when they seem irrational on paper.
A highly sought-after keynote speaker, Rory works with global businesses, governments, and thought leaders to help solve complex problems through a behavioural lens. His mission: to turn understanding of human psychology into competitive advantage.
Core Topics:
At Pendulum Summit 2026, Sutherland will captivate the audience with contrarian ideas that rewire how we think about business, leadership, and innovation:
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Psycho-Logic in Business: Why the most successful ideas often defy logic—and how to harness irrationality for strategic advantage.
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Behavioural Branding: How perception shapes reality, and why understanding consumer psychology is more powerful than any media budget.
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Small Ideas, Big Impact: The overlooked behavioural nudges that transform customer experience, team culture, and decision-making.
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The Case for Creative Thinking: In a world obsessed with efficiency and data, creativity isn’t a luxury—it’s a competitive necessity.
Why Rory Sutherland?
Rory’s brilliant, unconventional thinking and trademark wit make him one of the most compelling minds on the Pendulum Summit 2026 stage. His unique lens on behavioural economics and branding will challenge attendees to reframe problems, embrace creative solutions, and rethink everything they thought they knew about decision-making. A master storyteller and provocateur, Rory leaves audiences laughing, thinking, and ready to take bold action. His session promises fresh perspective for leaders in every industry.
