Watch Rory Sutherland’ “Sweat the small stuff” talk at TED

It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.

From unlikely beginnings as a classics  to his current job as Vice Chairman of Ogilvy GroupRory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather’s planning department in 1988, and became a junior copywriter, working on ‘s account in its pre- days. An early fan of the , he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.

An immediate understanding of the possibilities of digital  and the Internet powered Sutherland’s meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his  at Campaign’s Brand Republic site, his column “The Wiki Man” at The Spectator and his busy  account

via Rory Sutherland: Sweat the small stuff | Video on TED.com.

Itamar Medeiros

Originally from Brazil, Itamar Medeiros currently lives in Germany, where he works as Senior User Experience Designer at SAP and promotes User Experience Design as visiting lecturer at Köln International School of Design. Working in the Information Technology industry since 1998, Itamar Medeiros has helped truly global companies in several countries (Argentina, Brazil, China, Germany, Hong Kong, Mexico, The Netherlands, Poland, United Arab Emirates, United States) create great user experience through advocating Design and Innovation principles. During his 7 years in China, he championed the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai

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