Rory Sutherland is the Vice Chairman of Ogilvy UK, an advertising and marketing agency where he co-founded the behavioral science practice. He is a TED Global speaker and writes regular columns for The Spectator and The Behavioral Scientist. His latest book, "Alchemy: The Surprising Power of Ideas That Don't Make Sense," was published earlier this year. Rory joins our hosts Erik and Zarak for a special two-part episode to share his unique perspective and expertise in identifying unseen opportunities in consumer behavior. Part 1 topics include what capitalism can teach us about the behavior of supply and demand, how small changes in context can completely change our perception of reality, and what traditional economics got wrong about the beer industry. Sound Bite: "Algorithms give the appearance of being wonderfully objective, but enshrined in them are all the assumptions and prejudices of the designer."