I’ve only just discovered Rory Sutherland and there’s so much good stuff in his lectures (this video is a pretty good overview). I’m not in advertising/marketing, but the points he makes are very relevant to the fields of UX and CX.
Highlights for me are:
1. Asking the right questions first
2. Faster and more efficient might not always be the best approach
3. Warnings about just ‘following the data’ and restricting the possible outcomes
4. You can change the way people perceive something, rather than completely ripping it up and building something new or just trying to optimise it
