Organisations often chase efficiency at the expense of effectiveness, cutting costs in ways that quietly erode customer experience and brand value. Rory Sutherland, Vice Chairman of Ogilvy and founder of its behavioural science practice, has spent over three decades proving that the smallest contextual changes can transform how people think and act, from tripling call centre sales with a few added sentences to reimagining workplace culture. A former President of the IPA, TED speaker, and bestselling author of *Alchemy: The Surprising Power of Ideas That Don’t Make Sense*, Rory brings wit, psychological insight, and creative rigour to every stage. His sessions challenge audiences to question assumptions, embrace irrationality, and discover the unseen opportunities that data alone will never reveal, equipping leaders to make smarter, more human decisions.