# #57 The Behavioural Scientist - Rory Sutherland on Marketing, What Analysts Miss and Behavioural Economics

Page: https://stenobird.com/podcast/behind-the-balance-sheet-4149344/57-the-behavioural-scientist-rory-sutherland-on-marketing-what-analysts-miss-and-behavioural-economics
Text version: https://stenobird.com/podcast/behind-the-balance-sheet-4149344/57-the-behavioural-scientist-rory-sutherland-on-marketing-what-analysts-miss-and-behavioural-economics.md
Podcast: [Behind the Balance Sheet](https://stenobird.com/podcast/behind-the-balance-sheet-4149344)
Published: 2026-03-22T22:29:47+00:00
Episode link: https://podcasters.spotify.com/pod/show/stephen-clapham1/episodes/57-The-Behavioural-Scientist---Rory-Sutherland-on-Marketing--What-Analysts-Miss-and-Behavioural-Economics-e3gbpk9
Audio file: https://anchor.fm/s/5f616d54/podcast/play/116827209/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-2-12%2F104d9f59-8a51-f3e5-9e0e-7b449a98e046.mp3
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Duration seconds: 6527

## Resource

Rory Sutherland is the Vice Chairman of advertising giant Ogilvy UK, a behavioural scientist, TED speaker, organiser of the Nudgestock conference and so much more. Most important, he is one of the most original thinkers around. In this wide ranging conversation, he explains what accountants and analysts miss, why he believes family-owned businesses are long term winners, two reasons to own Costco, his views on luxury brands, why he thinks electric cars could reshgpae industries, what short selling has in common with behavioural science and much, much more. Rory is not an investor but there are some tremendous insights here for investors to take away. Behind the Balance Sheet is a forensic accounting and fundamental investing podcast for serious investors. Each episode dives into how real‑world investors source ideas, build conviction and manage their portfolios. You’ll hear frameworks for analysing industries, understanding business models, and thinking about risk, behaviour and incentives, so you can refine your own process rather than copy stock tips. For show notes, transcripts and additional resources, visit our ⁠⁠⁠website⁠⁠⁠ . If you value thoughtful, process-driven investing discussions, follow the show and consider leaving a short review, or just a 5* rating on Spotify or Apple Podcasts. Please help spread the word.

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## Transcript

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