We’re super excited to reveal that Rory Sutherland, Vice Chairman at Ogilvy UK, behavioural science guru, author and unlikely TikTok sensation, will be joining the inaugural X: by micebook in October to deliver what promises to be a unique and dynamic keynote session.
Founder of Ogilvy’s Behavioural Science Practice, Sutherland has written several books including the best-selling Alchemy: The Power of Ideas That Don’t Make Sense, and more recently become a regular on popular podcasts including Diary of a CEO while gaining a surprising following around the world as a TikTok influencer.
“Let’s face it — our industry is fiercely competitive and unapologetically curious. So, if we keep doing the same things as everyone else, how on earth are we supposed to stand out? That’s exactly why I follow Rory Sutherland. His thinking is refreshingly original, endlessly insightful, and just the right kind of disruptive. He’s not just a marketer — he’s a marketing genius, and a constant reminder that the opposite of a good idea can also be a good idea,” said micebook CEO Chetan Shah.
“We’re absolutely thrilled to welcome Rory to X: by micebook. He embodies everything this event is about — bold thinking, creative courage, and a refusal to follow the herd. Remember sign up early for the opportunity to get a private audience with Rory at the event – limited spots availble.”
Sutherland will share insights gathered over his many years in marketing, challenging our inaugural X audience to think differently, which fits perfectly with our theme – What if the Top isn’t really the Top?
X: by micebook is a journey—designed to flip expectations, challenge norms, and shift how we connect, think, and do business. Inspired by Tenerife’s Mount Teide, where the “top” isn’t a peak, but a crater—we’ll ask: What if where we thought we were heading… wasn’t really the destination?
Over three dynamic days (2-5 October 2025) at the brand-new Grand Hotel Taoro in Puerto de la Cruz, leading MICE buyers and suppliers will experiment and explore new ways of doing business, exchange knowledge and make lasting connections and memories.
Ready to rethink the journey? Register for X: by micebook now
More about Rory Sutherland
Rory works with a consulting practice of psychology experts who look for ‘unseen opportunities’ in consumer behaviour – these are the often small contextual changes which 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.
He works with some of the world’s biggest brands, helping them solve problems. And he knows the power of advertising and the common mistakes people make when communicating their messages effectively. Rory has an uncanny ability to make anything he’s talking about not only interesting but often very amusing.
Here’s just a few of our favourite Rory quotes to whet your appetite:
“A flower is a weed with an advertising budget.”
“A rational leader suggests changing course to avoid a storm. An irrational one can change the weather.”
“Not everything that makes sense works, and not everything that works makes sense.”
“Don’t design for average. It doesn’t pay to be logical if everyone else is being logical.”
“Remember, if you never do anything differently, you’ll reduce your chances of enjoying lucky accidents.”
“I think if you set out to build a great business, you’ll stand a fair chance of building a great brand. I am not equally confident that someone aspiring to build a great brand will build a great business.”
Find out more about attending or exhibiting at X: by micebook