Marketing
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Rory Sutherland’s rolling list of lists
I’ve spent the last few months mainlining Rory Sutherland. Who am I kidding → he’s responsible for my interest in behavioural science in comms ever since I saw him talk at Cannes Lions about a decade ago. I don’t know how many hours of podcasts and YouTube clips I’ve consumed, but my brain is buzzing, 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 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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The most dangerous phrase in the parenting industry is “You’ve got this, mama!”
Every brand says it. Every Instagram account posts it. Every competitor’s social feed, every community welcome message, every product page → it’s there… “You’ve got this, mama!” It’s the emotional wallpaper of the entire parenting product category. So ubiquitous that nobody questions it. So familiar that it feels like a safe bet. It’s the single 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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It’s the Money: The Structural Incentives Keeping Us Stuck in the AI Loop
Zoe Scaman wrote something genuinely sharp last week. “The Six Loops” → a taxonomy of the stuck conversations we keep having about AI. And I just want to build on it. Her loops are: Fear. Hype. Efficiency. Exceptionalism. Tactical. Minimising. Six scripts, endlessly performed, never going anywhere. She does an excellent job of highlighting the More →