Rory Sutherland - Soft Power in a Hard World | Nudgestock 2025
The world is becoming at best a much bossier place, and at worst the site of major oppression and coercion. Rory's opening talk will explore how in such a world, the understanding and intelligent exercise of 'soft power' and influence are becoming more important than ever before. Rory Sutherland - World-leading proponent of applied behavioural science. Rory Sutherland is the Vice Chairman of Ogilvy, where he has worked since 1988. This attractively vague job title has allowed him to form a behavioural science practice within the agency dedicated to uncovering the hidden business and social possibilities which emerge when you apply creative minds to the latest thinking in psychology and behavioural science. He is the author of three books: the best-selling Alchemy - The Surprising Power of Ideas Which Don't Make Sense; The Wiki Man; and Transport For Humans.
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