What if the problem isn’t the problem… but the way you’re looking at it?

In this episode of JUST Branding, we’re joined by the brilliant and delightfully unconventional Rory Sutherland, Vice Chairman of Ogilvy UK, TED speaker, and author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense.

Rory takes us deep into the world of problem framing, a powerful technique that flips business challenges on their head to reveal bold, creative brand solutions hiding in plain sight.

We explore:
       •     What problem framing actually is—and why it’s mission-critical for brand strategy
       •     How to use behavioural science to unlock unexpected value (think decoy effects, prospect theory, and more)
       •     How reframing a “bad brief” can lead to brilliant brand-building ideas
       •    The difference between functional thinking and emotional insight—and why the latter wins hearts (and markets)
       •    How to embed reframing into your company culture so innovation isn’t just a one-off brainstorm trick
       •    Why AI can’t replace the human imagination—and where reframing delivers its biggest edge

This episode is a goldmine for strategists, creatives, and brand leaders looking to sharpen their thinking and shift from default logic to magic logic.

Warning: Your brain might never see a brief the same way again.

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Get £200 off Rory Sutherland’s MAD//Masters programme with code JB200 at checkout.

A rare chance to learn applied behavioural science, strategy, and creative problem solving directly from one of the sharpest minds in marketing.

Use code JB200 when you enrol.

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