Life lessons from an ad man Rory Sutherland on

Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life. (Recorded at TEDGlobal, July 2009, Oxford, UK. Duration: 16:39)

Twitter URL:

RorySutherland_2009G-embed_thumbnail.jpgWatch Rory Sutherland’s talk on, where you can download this TEDTalk, rate it, comment on it and find other talks and performances from our archive of 500+ TEDTalks.

Get TED delivered:
Subscribe to the TEDTalks video podcast via RSS >>
Subscribe to the iTunes video podcast
Subscribe to the iTunes audio podcast
Get updates via Twitter >>
Join our Facebook fan page >>

Subscribe to the TED Blog >>