Behavioral science is the trojan horse marketers need to get psychology back into business and the boardroom for innovation and growth. Citing cases from Boeing's return to supersonic travel, FedEx, and how investment bankers pitch deals, if you only believe in logic, you can’t perform magic, says Rory Sutherland, vice chairman of Ogilvy UK and a founder of its behavioral science practice.
He suggests B2B marketers (and B2C marketers for that matter) must explode the myth that businesses and their people only make logical decisions, or they'll keep making the same mistakes until their tenure ends.
The application of behavioral science and psychology within B2B could be even more profound than in B2C marketing, he argues, powering post-COVID growth while driving marketing back up the corporate food chain.
“The ability to take marketing thinking into areas where it's been previously underexploited is in economic terms, the greatest possible opportunity.“
- Rory Sutherland, vice chairman, Ogilvy UK
