Rory Sutherland: Biases in B2B decision-making

There are far far more biases in collective and institutionalized decision-making than in consumer decision-making.








Companies pretend that the process is hugely rational when in reality it really isn’t.








That's why we've invited a guest. And what a guest that was!








Rory Sutherland dropped by and we recorded a great episode for the Funky Marketing Show on the topic of Behavior sciences in B2B








In case you've been living under the rock and you have no idea who he is, Rory Sutherland is a Vice-Chairman Ogilvy UK.








He co-founded a behavioral science practice within the agency.








Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988.








He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global.








He’s a writer, speaker, and inspiration.  








We said lots of things, such as








1. B2B decision-making is definitely not exempt from the psychological analysis



2. The key to B2B is understanding business people’s problems



3. B2B buyers make their decisions to avoid blame and that's why we have defensive decision making.



4. Unlimited seating capacity greatly impacts online events



5. Spreadsheets and data can’t read human emotions



6. The reward for thinking weird is greater than the risk








And we dived deeper into more with amazing examples from everyday life.








Now tell me, what are some of the most known biases in B2B that you're seeing?








p.s. find Rory on Twitter @rorysutherland and feel free to reach out to him to continue the conversation