The Buc-ee’s Marketing Lesson Rory Sutherland Says Every Founder Should Learn From

The Ogilvy vice chairman says fixing a neglected customer pain point, like Buc-ee’s did, often performs better than chasing features or price.

BY CHRIS MORRIS @MORRISATLARGE

Ogilvy’s Rory Sutherland. Photo: Getty Images

When it comes to marketing a business, founders sometimes focus on the wrong things, says Rory Sutherland, vice chairman of the Ogilvy & Mather group of companies. The advertising expert, who has given multiple TED talks and written several books on the marketing industry, is the co-founder of a behavioral science practice at Ogilvy that applies psychological insights........

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