Ogilvy Vice Chairman Rory Sutherland reveals the formula for persuasion, why people make decisions, and how to use psychology to your advantage. Rory is the world’s leading advertising strategist. He spent almost four decades at the world's leading advertising agency studying why people behave the way they do and how to change that behavior. He explains why contrast drives choices and efficiency often destroys value, and how trust, friction, and design shape real-world behavior. Find out more: https://fs.blog/knowledge-project-podcast/rory-sutherland-2/ *Timestamps* *Thank you to the sponsors for this episode:* Basecamp: Stop struggling, start making progress. Get somewhere with Basecamp. Sign up free at ⁠http://basecamp.com/knowledgeproject⁠ reMarkable: Get your paper tablet at ⁠https://www.reMarkable.com⁠ today .tech domains: Nothing says tech like being on .tech⁠ https://get.tech/⁠ Shopify: ⁠https://shopify.com/knowledgeproject *Shane Parrish* Instagram: https://www.instagram.com/farnamstreet/ X: https://x.com/ShaneParrish LinkedIn: https://www.linkedin.com/in/shane-parrish-050a2183/ Books: https://fs.blog/books/ Website: https://fs.blog/ Newsletter: http://fs.blog/newsletter *The Knowledge Project* is a show featuring in-depth conversations with the top CEOs, investors, and business leaders to uncover the timeless principles that drive success. Learn more at https://fs.blog/podcast