Creativity
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Rory Sutherland’s rolling list of TV shows
Most TV show recommendations are a bit meh. These ones jump out. There’s something genuinely entertaining about Rory dissecting a reality show or a drama for its behavioural science content → like having the world’s most overqualified viewing companion explain what’s really happening underneath the plot. To be quite honest, it’s very hard to picture More →
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Rory Sutherland’s rolling list of theories & mental models
300+ theories and mental models. If you ever wanted proof that Rory Sutherland’s brain operates on a different bandwidth from the rest of us, this is it. Loss aversion sits next to thermodynamics sits next to evolutionary signalling theory → and somehow it all connects when he talks about it. What are you waiting for? More →
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Rory Sutherland’s rolling list of people & thinkers
This is one of my favourite things I’ve put together from Rory’s work. 450+ people → economists, psychologists, philosophers, entrepreneurs, random historical figures you’ve never heard of → all pulled from 200 videos. It’s incredible rabbit-hole material. Here’s what I’ve noticed: the names I already knew taught me the least. It’s the people I’d never More →
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Rory Sutherland’s rolling list of movies & films
It’s genuinely strange to picture Rory Sutherland on his sofa watching telly. The man seems like he should be permanently at a lectern or holding court in a pub. But here we are → 25+ films he’s referenced across his talks, each one pulled apart for insights about psychology and irrational behaviour. I don’t always More →
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Rory Sutherland’s rolling list of experiments & case studies
This is the section that made me fall in love with behavioural science in the first place. Not the theories → the experiments. Real humans, real choices, real proof that we are gloriously, predictably irrational. After years of teaching this stuff, I can tell you: students’ eyes light up when you show them an experiment. More →
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Rory Sutherland’s rolling list of referenced brands & companies
Twenty-plus years in advertising has given me one clear habit: I’m always looking for case studies from outside my category. The best ideas rarely come from studying your direct competitors → they come from seeing what someone in a completely different industry did with a completely different problem, and going “huh, that could work.” This More →
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Rory Sutherland’s rolling list of books
I should warn you: this is a gateway drug. One book in and you’re three deep into evolutionary psychology at 2am wondering what happened. Audiobook versions with a good narrator are my absolute preference → breaks up the podcast rotation and means I can absorb this stuff while pretending to exercise. The non-fiction curse is More →
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Rory Sutherland’s rolling list of academic papers & articles
Right. This is the section where Rory’s brain goes properly academic, and I’ll be honest → some of it is dry enough to use as kindling. But fascinating kindling. The kind of stuff where if a spark catches, you’ll feel the warm glow of new ideas. My genuine advice: throw any of these into an More →
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Stop Dating AI. Start The Marriage: The Prenup.
The Full Research, Strategy, and Action Guide Behind the Keynote By Adam Horne / Aizle Companion piece to “Stop Dating AI. Start The Marriage.” — presented at Berghs Unconference:AI 2026, Aula Main Stage, 14:30–14:50. Table of Contents See the Presentation Executive Summary Let’s start with something that might surprise you in a white paper about More →
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Why you secretly hate your best ideas (or how to kick creative dysmorphia)
TL;DR: That feeling where you irrationally hate your own work isn’t just you. It’s “Creative Dysmorphia” – a bug in our brain’s code fueled by cognitive biases. The patch isn’t to ‘get tougher’; rather, it may be to use AI as an objective ‘window’ to externalise our ideas and break the neurotic loop of self-doubt. More →