In this thought-provoking keynote, Rory Sutherland challenged conventional business thinking by highlighting the power of experimentation, unconventional ideas, and cross-disciplinary mental models. Drawing inspiration from fields as diverse as medicine, psychology, economics, engineering, and behavioral science, he explored how organizations often become trapped by established assumptions and commonly accepted metrics. Rory examined the concept of diagnostic momentum and the risks of following prevailing logic without questioning its validity.
Through a series of stories, examples, and provocations, he demonstrated how competitive advantage often comes from recognizing asymmetries, reframing problems, and embracing alternative perspectives. The session encouraged leaders and marketers to look beyond purely rational analysis, balance logic with imagination, and create cultures where experimentation can uncover opportunities that traditional approaches frequently overlook.
