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RRiding Unicorns · Marketing Icon
Marketing legend Rory Sutherland reveals how direct marketers pioneered randomized control trials and A/B testing decades before the medical field adopted these methods. He explains how this historical connection sparked his fascination with counterintuitive human behavior and decision-making patterns.
Rory Sutherland explains how Octopus Energy's success comes from understanding that solving the climate crisis requires changing human behavior, not just engineering excellence. He argues this psychological insight is what separates successful companies from those that fail despite having good products.