"What matters is not whether an idea is true or effective, but whether it fits with the preconceptions of a dominant cabal."
- Rory Sutherland
"For a business to be truly customer-focused, it needs to ignore what people say. Instead it needs to concentrate on what people feel."
- Rory Sutherland
"Andy Warhol about Coke: “The President of the United States can only get the same Coke as the bum in the street."
- Rory Sutherland
"As Bob Dylan says in Brownsville Girl: “People don’t do what they say they believe, they do what’s convenient and then they repent."
- Rory Sutherland
"Maybe attaching your brand name to some singing nuns would work perfectly well. It wouldn’t make any sense, but then neither does Christianity or Harry Potter, neither of which seem to suffer inordinately from the fact."
- Rory Sutherland
"Don’t design for average."
- Rory Sutherland
"Trust grows at the speed of a coconut tree and falls at the speed of a coconut.”"
- Rory Sutherland
"It is difficult to get a man to understand something, when his salary depends on his not understanding it."