Rory Sutherland’s unofficial reading list
Good books. Different thinking.
Explore 29 books on psychology, behavioural science, creativity, marketing and better decisions.
Co-written by Rory
Transport for Humans
What if a better journey were about more than getting there faster?
About this book
Explores how psychology and behavioral science can improve transport design.
Original reading list
Episode 3
The Silo Effect
What are we missing because of the way we organise knowledge?
Why it’s here
Rory recommends this in the discussion of business silos: specialisation can bring expertise while also creating shared blind spots.
MAD//Masters · Episode 3 · 04:00–05:36
Episode 3
The Righteous Mind
Why do good people disagree so deeply?
Why it’s here
The episode introduces Haidt’s rider-and-elephant model to explore the relationship between conscious reasoning and instinct.
MAD//Masters · Episode 3 · 05:36 onwards
Episode 2
Fooled by Randomness
How much of success is skill, and how much is luck?
Why it’s here
Recommended during a discussion of how explanations of the past can make the future seem more predictable than it really is.
MAD//Masters · Episode 2 · Around 59:16
Episode 6
Ogilvy on Advertising
What makes an advertisement worth paying attention to?
Why it’s here
Included among Rory’s closing book recommendations on creativity, imagination and advertising.
MAD//Masters · Episode 6 · Around 01:00:00
Marketing
$100M Offers
What makes an offer feel too valuable to ignore?
About this book
A guide on crafting irresistible business offers.
Original reading list
Business
A New Way to Think
Which management habits are worth questioning?
About this book
Challenges traditional management practices and offers innovative approaches to achieving superior effectiveness.
Original reading list
Creativity
Creativity: A Short and Cheerful Guide
How do you give a new idea room to arrive?
About this book
A brief and insightful look at the creative process and how to cultivate it.
Original reading list
Marketing
How Brands Grow
What actually helps a brand grow?
About this book
Provides research-backed insights into how brands grow and succeed.
Original reading list
Episode 6
How to Become an Advertising Man
What does an advertising person need to understand about people?
Why it’s here
Rory describes Young’s advice as useful to marketers as well as people working in advertising.
MAD//Masters · Episode 6 · 01:00:00 onwards
Decision-making
Models.Behaving.Badly
When does a useful model become a dangerous certainty?
About this book
Discusses the limitations of relying too heavily on models in finance and life.
Original reading list
Episode 6
Obvious Adams
Why do the best ideas seem obvious only afterwards?
Why it’s here
Rory uses this short business story to discuss why an effective creative solution can look obvious after someone has found it.
MAD//Masters · Episode 6 · 01:00:00–01:01:29
Creativity
Rebel Ideas
What can a different perspective help us see?
About this book
Examines how diverse thinking can drive innovation and success.
Original reading list
Decision-making
Rules of Thumb: A Life Manual
When is a useful rule better than a perfect calculation?
About this book
A compilation of over 1,000 practical adages and guidelines covering various aspects of daily life.
Original reading list
Decision-making
The Armchair Economist
What can everyday decisions teach us about incentives?
About this book
Presents economic principles through the lens of everyday experiences.
Original reading list
Psychology
The Case Against Reality
Do we see the world as it is, or as we need it to be?
About this book
Explores the idea that evolution has hidden the true nature of reality from us.
Original reading list
Psychology
The Design of Everyday Things
What would change if design started with how people behave?
About this book
A deep dive into the psychology of good design and usability.
Original reading list
Psychology
The Elements of Choice
Who designs the choices we think we make freely?
About this book
Examines the science of decision-making and how the presentation of choices influences decisions.
Original reading list
Psychology
The Elephant in the Brain
What motives might be hiding behind our explanations?
About this book
Explores the hidden motives behind human behavior.
Original reading list
Business
The Innovator's Dilemma
How can doing everything right still leave a business behind?
About this book
Explores why successful companies often lose their market leadership when faced with disruptive innovations.
Original reading list
Psychology
The Logic of Life
What is the economic logic behind apparently irrational choices?
About this book
Explores how economic thinking explains everyday life decisions.
Original reading list
Creativity
The Power of Ignorance
What becomes possible when we admit what we do not know?
About this book
Argues that acknowledging our ignorance can lead to innovative solutions.
Original reading list
Creativity
The Specialist
What can an unlikely craftsman teach us about taking pride in work?
About this book
A humorous monologue featuring Lem Putt, an outhouse builder taking pride in his craft.
Original reading list
Marketing
The Ten Principles Behind Great Customer Experiences
What does a good experience feel like from the customer’s side?
About this book
Outlines ten core principles that underpin exceptional customer experiences.
Original reading list
Business
When More Is Not Better
What do we lose when efficiency becomes the only goal?
About this book
Explores America's obsession with economic efficiency and its consequences.
Original reading list
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