In this introductory episode of MAD//Masters, Rory Sutherland sets out the focus of the course and the challenge to marketers - to raise the influence of marketing in business and wider society. Key discussion points include:

• Why human perception and reality can be two different things
• The essential role of experimentation for the ambitious marketer
• The power of data and statistics - and their limitations
• How behavioural models help us to understand why people do what they do
• The importance of taking a creative leap of faith
• How marketers can combine data, behavioural science and creativity to be more successful and respected

In this second episode, Rory explains why classic marketing phrases can be self-limiting and why businesses should recognise the value of creativity, experimentation and instinctive leaps that do not necessarily fit neatly into 'scientific' data-driven decision making. Rory also introduces the 'Broken Binoculars' concept in which our lens for seeing the world can actually distort reality and cause us to attribute incorrect meaning to customer behaviour.

• Why the notions of 'marcomms' and 'proposition' are limiting for marketing and marketers
• Why breakthroughs in business and marketing are often irrational, accidental and serendipitous
• The problem with marketing and why it doesn't fit into 'scientific' business practices
• The need for creativity, experimentation and instinct in business
• Why just because something makes sense it doesn't necessarily mean its true
• 'The broken binoculars' - why your business lenses can sometimes provide a distorted picture of what is actually happening
• How the opposite of a good idea can be another good idea
• Why doing the obvious thing may not be the best solution and why business culture doesn't reward bravery or eccentricity
• Why following market research and mainstream economics can be a risky business and rarely lead to major breakthroughs
• The importance of using a 'third eye' of creativity and behavioural science

This week Rory introduces the concept of heuristics - imperfect but generally sound rules that help us to make decisions quickly that are right most of the time. Rory goes on to talk about why thinking marketers can control the behaviour of customers ('the elephant') can be a risky misconception.

• The peril of 'met un-needs' and how focusing on them can lead to the misdirection of effort
• Why the deluded conscious brain thinks its the Oval Office, when in reality it's more like the press office
• The difference between factual information and emotional stimulus
• The importance of heuristics: why making good decisions quickly is sometimes more effective than making perfect decisions
• Why famous brands are in the eyes of consumers to be less likely to make rubbish products

In this episode Rory nerds out on data, which he considers to be a vital component of creativity and marketing innovation. But are we using data in the right way? Should we reappraise our relationship with data? Is an overreliance on making decisions based on data - which may look like sensible business practice - attributing incorrect meaning and limiting our ability to discover marketing gold dust? Topics include:

• Why marketers need to exercise caution when attributing meaning to data
• Why the model of efficiency means you're less likely to 'get lucky'
• What marketers can learn from bees - the importance of maverick discovery roles and the 'explore, exploit trade' off
• The measurement trap - how it over values behaviour that's close to the point of purchase and undermines long-term activity
• How representative is your data? Why most data is a poor reflection of reality and reflects the past, not the future
• 'The Wolford paradox': why digital advertising models can lead to misdirected spend and effort
• Why need to get better at understanding nonlinear complex systems

In Episode 5, Rory discusses the limitations of 'snapshot data' and why looking at long-term behavioural trends can be a more valuable source of competitive advantage.Topics include:

• Defining your source of competitive advantage and gain theory
• The pros and cons of 'fail fast' as a business strategy
• Why brands and psychology are essential for innovation
• The benefit of pursuing ideas that you know will annoy the finance director
• How data has a subjective meaning based on how you're looking at it
• Why distinctiveness and brand really matters - but only if your product is good
• Why people in marketing are weird and don't represent customer behaviour
• Repeat purchase and usage - more reliable indicators than overall sales growth?

In episode 6, Rory discusses why distinctiveness, creativity and occasionally being annoying can help boost your brand and business. Topics include:

• The relationship between creativity and innovation
• The vital importance of creativity in answering a question to which you don't know the answer in advance
• Why it is important to reframe and redefine a problem in an interesting way
• How to 'dare to be different'
• Why having a neurodiverse team will aide solving problems creatively
• How you can elevate your product of service in a way that resonates with consumers
• Why creativity is not a silver bullet for business success but is the key ingredient to breakthroughs
• How you and your product can gain attention

In episode 7, Rory examines the role of behavioural economics in marketing and how it can enable marketers to communicate effectively with both senior business decision makers and consumers. Topics include:

• Understanding how behavioural economics and nudge theory are the missing links between data and creativity.
• Why creativity needs to be anchored in data
• Why marketers should worry more about how the world feels and not how it looks
• How to use behavioural economics to gain a key insight and solve a problem
• How you can inject the psychology of perception and behaviour into the thinking of the c-suite

As the great magazine publisher Malcolm Forbes said, “the best vision is insight”. In this episode, Rory’s attention shifts to how brand marketers can reap rewards by building relationships with their customers and understanding the way they behave. Topics include:

• The MINDSPACE framework and how to integrate it into your marketing strategy
• The SCARF model and how you can use it to maximise relationships with your customers
• The COM.B model of behaviour and how you can identity what needs to change consumer behaviour to alter
• Two way brands and relational capitalism: how to make your customers care about you

In this episode, Rory explains how marketers can leverage behavioural science to innovate. Topics include:

• Maximising the potential for future innovation by using behavioural science
• Understanding how innovation can help sustain the environment
• Premiumisation: why status is important
• How to better understand innate unconscious human motivations + needs
• Why understanding that value is created in the mind is the key to success
• Why you should use choice architecture to influence customer behaviour
• How to translate corporate ambition into individual behaviours

In the final episode of the course, Rory digests his view on how marketing can regain its influence by embracing a more humanistic approach. Topics include:

• How marketers can elevate their status in their own organisation
• Understanding why human behaviour trumps technology
• How thinking differently about human behaviour can open up a new array of more creative marketing solutions
• Learning the language required to talk credibly about marketing to non-marketers

Bonus content

Rory Sutherland meets Ritchie Mehta, CEO, School of Marketing: How to get ahead in marketing

Drop-in session with Herdify’s CEO & Founder, Tom Ridges, to enhance the perspective on applying behavioural science in the day-to-day.

Inside the mind of the challenger: Shamil Thakrar, Co-founder, Dishoom.

Inside the mind of the challenger: Alexandra Depledge MBE, Founder and CEO, Resi.

Live with Rory at MAD//FEST London

Live MAD//Fest London masterclass

Come along to MAD//Fest London on 2-4 July 2024 and you can attend a special in-person masterclass from Rory Sutherland focused on how businesses can apply innovation, creativity and behavioural science to marketing challenges.