5x15 Special: Will Guidara & Rory Sutherland on The Art of Hospitality

Will Guidara is the author of the New York Times bestseller Unreasonable Hospitality, which chronicles the lessons in service and leadership he has learned over the course of his career in restaurants. He is the former co-owner of Eleven Madison Park, which under his leadership was named the Best Restaurant in the World. He is the host of the Welcome Conference, a co-producer of the Emmy Award-winning series The Bear, and a recipient of the Wall Street Journal Innovator Award.

Rory Sutherland has spent a lifetime spent working on the creative side of the advertising agency Ogilvy UK. This has provided him with the perfect environment for developing a fascination with the vagaries of human decision making – indeed he sees the world of advertising and marketing as a sort of Galapagos Island for behavioural science. An accidental TikTok star as well as a celebrated speaker and writer, Rory has found his blend of wit and behavioural insight resonates with audiences far beyond the boardroom. It’s this same passion that inspired him to found Ogilvy’s Behavioural Science Practice, a team of psychology graduates who look for unseen opportunities in consumer behaviour, and to write his Book Alchemy: the Surprising Power of Ideas that don’t quite make sense (2019). He has variously been President of the IPA, Chair of the Judges for the Direct Marketing Jury at Cannes and has spoken at TED Global. Rory has also co-written Transport for Humans (with Pete Dyson) and is the technology correspondent of the Spectator Magazine. His 12-week CPD accredited MAD//Masters course helps marketers make sense of accelerated disruption and use a tried and tested mix of creativity, innovation and behavioural science to their competitive advantage.