Attributed - A podcast by Dreamdata
Jul 7, 2026 · 51 min · 14 segments
B2B marketing assumes buyers are rational. They probably aren’t. Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty. Data increases confidence but…
Rory SutherlandGuest
Steffen HedebrandtHostLauraHostToday is not just any s- Attributed session because w- today we truly have somebody where you can attribute a lot of knowledge to, which is, uh, Rory Sutherland.
I, I have been doing a lot of research coming up to this interview, Rory, and I f- found out that you probably have one of the longest marketing CVs that you can dig out, uh, at least in, in Europe.
So I'm really, really both, uh, humble and proud that you, you said yes to take some time, uh, with me today and talk about this concept of the rational or irrational buyer, uh, that-
Today is not just any s- Attributed session because w- today we truly have somebody where you can attribute a lot of knowledge to, which is, uh, Rory Sutherland.
I, I have been doing a lot of research coming up to this interview, Rory, and I f- found out that you probably have one of the longest marketing CVs that you can dig out, uh, at least in, in Europe.
So I'm really, really both, uh, humble and proud that you, you said yes to take some time, uh, with me today and talk about this concept of the rational or irrational buyer, uh, that-
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