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Rory Sutherland's thinking,
inside your AI.

A free add-on for Claude and ChatGPT. Describe a marketing, pricing or customer question, and get how Rory Sutherland would look at it, from more than 50 of his videos, with a link to the exact moment he says it.

How to install it ↓ What it helps with ↓
FreeNo signupWorks in Claude and ChatGPT
1 · who is rory sutherland
Rory Sutherland
Photo: Betsy Weber, 2011, CC BY 2.0, cropped

Who is Rory Sutherland?

Rory Sutherland is one of the best-known people in advertising. He is Vice Chairman of Ogilvy UK and has worked in advertising for more than 35 years.

  • He is known for one idea: many business questions are solved faster and cheaper with psychology than with money or logic.
  • He wrote the book Alchemy and has given several TED talks.
  • He hosts The Bottleneck podcast with Elfried Samba, and the video series MAD//Masters.
The Bottleneck on YouTube ↗ MAD//Masters on YouTube ↗
2 · what it helps you with

Six things it helps you with.

You describe your situation the way you would tell a person. It answers with how Rory would look at it, the real companies he talks about, and where in his videos he says it.

  • Customers say you are too expensive.It shows how he would look at it and what to try before you cut the price.Ask: "Customers say we cost too much. What would Rory do?"
  • Customers hate waiting and you cannot go faster.It gives you real companies that made a wait feel better without making it shorter.Ask: "People complain about our wait and we cannot speed it up. What else can we do?"
  • You have a plan and want it tested.It lists the mistakes he warns about that your plan is making.Ask: "Here is our marketing plan. What would Rory warn us about?"
  • You are stuck and need a new idea.It gives you real cases from other industries that had the same kind of situation.Ask: "Give me fresh angles on this, with real examples."
  • You heard one of his ideas and want it explained.It explains the idea in simple words, with his own examples.Ask: "Explain costly signalling in simple words."
  • You want to know what to read.It lists the books he recommends and why he recommends each one.Ask: "Which books does Rory recommend, and why?"
3 · how to install it

Add it to Claude or ChatGPT.

It takes about two minutes and you only do it once. You need one thing: this link. Copy it now.

the link you will pastehttps://rorysutherland.3nuggets.io/mcp
option a

Install it in Claude

Works on every Claude plan, including Free. The Free plan allows one add-on like this.

  1. Open claude.ai in your browser and sign in. The Claude desktop app works the same way.
  2. Go to Customize, then Connectors. This link takes you straight there: claude.ai/customize/connectors.
  3. Click + Add. Then click Add custom connector.
  4. A small window opens. In the name box, type Rory Sutherland. In the URL box, paste the link: https://rorysutherland.3nuggets.io/mcp. Click Continue.
  5. Claude checks the link and asks how to sign in. Choose No sign in. Click Continue, then click Add.
  6. Rory Sutherland now shows in your list of connectors. Open a new chat.
  7. At the bottom left of the message box, click the + button. Click Connectors. Switch Rory Sutherland on.
  8. Type your question and send it. If Claude asks for permission to use Rory Sutherland, click Allow.

try this firstOur customers say we are too expensive compared with cheaper competitors. How would Rory Sutherland look at that, and what would he try first?

Stuck? Claude's own instructions ↗

option b

Install it in ChatGPT

Needs a paid ChatGPT plan: Plus, Pro, Business, Enterprise or Education. Do the setup in a web browser, not in the phone app.

  1. Open chatgpt.com in your browser and sign in.
  2. Open Settings. Then open Security and login.
  3. Turn on Developer mode. This is the switch that lets you add your own add-ons.
  4. Go to ChatGPT Plugins. Click the plus (+) button to create a new app.
  5. Give it the name Rory Sutherland. Paste the link as the server URL: https://rorysutherland.3nuggets.io/mcp. For authentication, choose No Authentication. Save it.
  6. Open a new chat. Click the plus (+) button in the message box. Choose Developer mode. Select Rory Sutherland.
  7. Type your question and send it. Start your message with "Use Rory Sutherland" so ChatGPT knows to use it.

try this firstUse Rory Sutherland. Our customers say we are too expensive compared with cheaper competitors. How would Rory Sutherland look at that, and what would he try first?

Stuck? OpenAI's own instructions ↗

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This is free and there is no signup. It is not made by Rory Sutherland and he is not involved. I built it as a viewer of public videos. All the content belongs to him and to the channels that published it, and every answer links back to the videos. It covers his videos, not his book. Built by Dimitris Goudis at 3nuggets. Want the same thing built from your own business knowledge? See how a Sprint works →