Rory Sutherland: Change the Question, Change the World

Behavioral science, strategy, and why psychology beats pure logic In this episode of Gentle Provocation, Rory Sutherland and Srdjan Vukcevic explore why the smartest move in business and life is often to change the question, not just the answer. We talk about behavioral science, reframing, commercial innovation, Montenegro and tourism strategy, and why psychology often beats pure logic and data. 🎙️ Guest: Rory Sutherland — Vice Chairman, Ogilvy UK | Author of Alchemy 🎙️ Host: Srdjan Vukčević — Executive Coach, Behavioral Strategist, Founder of Blue Coach, HR4Leadership This episode is brought to you by Eterno Villas — luxury villa rentals on the Montenegrin coast: https://www.eternovillas.me 00:00 Intro: Gentle Provocation & Rory Sutherland 03:20 Why Psychology Beats Pure Logic 08:30 Change the Question, Change the World 14:10 Porto Montenegro: A Masterclass in Commercial Innovation 19:40 Positioning Montenegro: The European Sydney 21:40 Leadership, Delighters, and Critical Non-Essentials 25:50 Culture, Celebration, and the Cost of Efficiency 30:40 Hidden Asymmetries and Statistical Illusions 44:40 Psychological Hunger and Social Connection 48:00 Pods, Parking, and Transport Psychology 53:40 The Industrial Revolution Was a Marketing Revolution 1:02:40 Fat Tails, Luck, and Being Less Wrong 1:10:40 Think Like a Detective, Not a Manager 1:16:30 Cialdini, Branding, and Trust Signals 1:22:00 Cialdini and Kahneman as a Gateway Drug Follow Gentle Provocation: YouTube: @srdjanvukcevic LinkedIn:   / srdjanvukcevic   Follow Rory Sutherland: LinkedIn:   / rorysutherland   Quiet questions. Strategic consequences.