Rory Sutherland is vice chairman of Ogilvy UK, where co-founded a behavioral science practice. He works with a consulting practice of psychology graduates who look for “unseen opportunities” in consumer behaviour, the often small contextual changes that can have enormous effects on the decisions people make—for instance, tripling the sales rate of a call centre by adding just a few sentences to the script. Before founding Ogilvy Change, Mr. Sutherland was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee. He has served as president of the IPA and chair of the judges for the Direct Jury at Cannes, France, and has spoken at TEDGlobal. Mr. Sutherland writes regular columns for the Spectator, Market Leader, and Impact and occasional pieces for WIRED. He is the author of The Wiki Man and Alchemy: The Surprising Power of Ideas That Don’t Make Sense, a bestseller.