Rory Sutherland’s Podcast Blitz: Why The Alchemist is Everywhere in 2026
Rory Sutherland is on every podcast for a reason. He isn't just telling funny stories about trains; he is on a crusade to save Marketing from the Finance department.
He tells the same stories about diamonds, trains, and Shreddies. But beneath the charm, he has a specific agenda: To prove that "Psychological Value" is just as real as "Financial Value."
Inspiration: Noticing that Rory Sutherland has appeared on The Diary of a CEO, Modern Wisdom, and Joe Rogan recently, and realizing his stories are consistent because his mission is urgent.
Rory Sutherland, the Vice Chairman of Ogilvy, is everywhere. He is hitting the podcast circuit harder than a tech CEO launching an IPO.
His stories are often the same. He talks about the Eurostar train. He talks about Diamond Shreddies. He talks about Frederick the Great and potatoes.
Why? Because he is pushing an Agenda. He is trying to save Marketing from the tyranny of the Spreadsheet.
The Agenda: Marketing is Value Creation, Not a Cost
His core message is simple: We have over-optimized for Engineering and Finance, and under-optimized for Psychology.
- The Engineer says: "To make the train better, spend £6 Billion to make it 40 minutes faster."
- Rory says: "Spend £1 Billion to put Wi-Fi and Champagne on the train. People will enjoy the ride, and it will feel shorter."
He is fighting the "Efficiency Mindset" that dominates boardrooms. He argues that you can create massive economic value without changing the product, just by changing the perception of the product. This is Alchemy.
The Defense of Advertising
In a world that hates ads, Rory is the only one defending them intellectually.
He argues that advertising is a Costly Signal.
- A bee’s stripes signal danger. A peacock’s tail signals health.
- A Super Bowl ad signals: "We are a serious company with long-term ambition. We aren't going to steal your money and run, because we just spent $7M on this spot."
He uses podcasts to reframe advertising not as "manipulation," but as a necessary mechanism for trust in a capitalist society.
Why Podcasts? (The Medium is the Message)
Rory understands that his ideas are counter-intuitive. They sound crazy in a 3-minute soundbite.
- "Make the train slower to make people happier?" That gets you fired in a boardroom.
- But in a 3-hour podcast with Steven Bartlett, he can explain the Evolutionary Psychology behind it.
He uses the long format to disarm the listener with humor before injecting the red pill: Logic is a limitation.
Conclusion: The Chief Psychology Officer
Rory isn't just promoting a book. He is campaigning for a new C-Suite role. He believes every company needs a Chief Psychology Officer—someone who has the power to overrule the CFO when the spreadsheet says "No," but human nature says "Yes."
My Take: He repeats the stories because we haven't learned the lesson yet. Until we stop treating humans like rational calculators, Rory will keep telling us about the monkeys.
