Ideas worth spreading

1,311,036 views | Rory Sutherland • TEDSalon London 2010

Sweat the small stuff

It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.

This talk was presented at an official TED conference. TED's editors chose to feature it for you.

About the speaker

Rory Sutherland

Advertising guru

See speaker profile

Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.

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