Rory Sutherland: Human Beings Seek Meaning (Storytelling Course/42courses)
Channel: 42courses
Date: 17/07/2020

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Rory Sutherland walks us through why we attach meaning and agency to inanimate objects, why we recognise faces where there are none and what this means for brands. 

Storytelling is a superpower hiding in plain sight. So, whether you’re in advertising or marketing and looking to grow your brand or a budding entrepreneur wanting to refine your pitch, join us today and master the art of storytelling! 

From Rory:
"So one of the fascinating things is the extent to which we tend to project a sort of human agency onto inanimate objects and in the case of that experiment with the shapes, the triangles and the circles, they're not even objects, they're just shapes displayed on a screen, they have no material form whatsoever, but we seem desperate to overlay both sorts of intent and agency on those shapes so that we construct a story around them.

"Now one of the theories around this is that the human brain, just as it's particularly optimised to recognise faces and so we see faces in rock formations when they're not there, we're kind of over optimised to look at things through a lens of intent and through a lens of animate objects with agency."

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