# Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Page: https://stenobird.com/podcast/uncensored-cmo-257995/rory-sutherland-and-tom-goodwin-fix-marketing-part-1
Text version: https://stenobird.com/podcast/uncensored-cmo-257995/rory-sutherland-and-tom-goodwin-fix-marketing-part-1.md
Podcast: [Uncensored CMO](https://stenobird.com/podcast/uncensored-cmo-257995)
Published: 2026-05-20T00:00:00+00:00
Episode link: https://ucmo.transistor.fm/266
Audio file: https://media.transistor.fm/3696e84b/d62511de.mp3
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JSON: https://stenobird.com/v1/public/podcasts/uncensored-cmo-257995/episodes/rory-sutherland-and-tom-goodwin-fix-marketing-part-1
Duration seconds: 3831

## Resource

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad choice architecture to the disappearance of taglines, long-term thinking, and genuine creativity. Expect behavioural science, contrarian thinking, and plenty of ideas that will make you rethink how marketing really works. Timestamps 00:00:00 - Start 00:01:31 - Digital overload - are consumers given too much choice? 00:05:51 - The power of “Easter Egg Thinking” 00:07:54 - Have hotels destroyed choice architecture? 00:10:56 - More choice reduction failures 00:14:46 - Do consumers need more choice? 00:17:45 - How ad agencies can discover real insights 00:19:21 - An idea to revolutionise Cannes 00:20:49 - Why Rory and Tom think differently 00:24:05 - What are the biggest marketing myths today 00:30:41 - Fat tailed distribution - the Dulux Dog 00:32:18 - Why we need to bring back the tagline 00:35:17 - Are marketers too young? 00:37:15 - The long term work only pays off after you’re fired 00:42:34 - How to we make companies look more long term? 00:48:03 - Why people love Ryanair but hate BA 00:49:09 - The role of surprise in advertising 00:50:43 - Is marketing actually rather easy? 01:00:49 - Is the advertising agency model broken? Thank you to our sponsor, System1: https://system1group.com/

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## Transcript

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