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Rory Sutherland: Stop Marketing to Customers that Do Not Exist!
Why Rory Sutherland Thinks You're Wrong (The Average Trap) Rory Sutherland Ogilvy Interview
Most businesses design for the "average" customer. Rory Sutherland, vice chairman of Ogilvy, explains why this leaves everyone dissatisfied. In this ActionCOACH podcast episode recorded at BizX 2026, host Neil Martin explores how to escape the average trap and think like your customers actually think.
When the US Air Force designed fighter jet seats for the "average" pilot, virtually nobody fit. Few people are average across multiple dimensions at once. Rory built his reputation at Ogilvy challenging…
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