In Episode 165 of The Diary of a CEO, Rory Sutherland—a true maverick in marketing and a voice you can’t ignore—sits down with Steven Bartlett to pull back the curtain on what really drives brand loyalty. Ever wondered why Apple and Tesla seem to have a grip on us, making their products feel somehow more than just products? Rory, vice chairman of Ogilvy UK and author of Alchemy, unpacks it all. He doesn't just talk about products, though; he explores the kind of psychological “moonshots” that go deeper than any tech upgrade could ever achieve.

At one moment, he’s breaking down the strangely addictive Uber map we can’t seem to stop looking at, the next, he’s talking about the “Ikea effect” (you know, that weird pride you feel building your own wobbly bookshelf) or even the humble Quooker boiling water tap that make ...