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 Two topics include the power of reference points, whether we should be using more humor to prevent crime, and examples of when the opposite of a good idea... is another good idea.