Rory will work with the leadership team as we enter our next phase of growth, offering strategic guidance on go-to-market thinking, positioning, and how word-of-mouth and behavioural science shows up in the real world, not just the theory.
Reflecting on why the opportunity resonated with him, Rory Sutherland, Advisor at Herdify said:
“For one thing, localism is back – and not before time. But for another thing, Herdify captures what is certainly one of the most important, and definitely underdiscussed, part of our psychology. If you are wondering what that is, the clue’s in the name!”
~ Rory Sutherland
Since launching in 2022, Herdify has helped brands understand how word-of-mouth actually spreads. Not in neat funnels or tidy dashboards, but through real conversations, and real behaviour.
As the business has grown, our focus has shifted. Less about proving the model works, more about sharpening how it’s applied, communicated, and scaled.
That’s where Rory comes in.
Rory has spent decades challenging the idea that people behave like rational, independent decision-makers. His work consistently points to something far more interesting. People copy each other. They follow cues. They’re shaped by context, real-world interactions, and what’s happening around them.
Which is, conveniently, the whole point of Herdify. Who are Herdify?
As an Advisor, Rory will provide ongoing counsel rather than day-to-day involvement. His role includes:
Advising on Herdify’s go-to-market strategy as we scale
Helping shape how we talk about herd behaviour in practical, commercial terms
Challenging our thinking when clarity matters most
Supporting thought leadership, content, and industry conversations
It’s about perspective, rigour, and asking the right questions at the right time.
Rory and Herdify start from the same place.
Most decisions aren’t made in isolation. They’re influenced by who we’re surrounded by, where we live, and what we see others doing.
Herdify’s platform turns that understanding into something usable, identifying locations where word-of-mouth is most active and measurable.
RORY SUTHERLAND JOINS HERDIFY AS ADVISOR TO SUPPORT NEXT PHASE OF GROWTH
Partnership builds on shared belief in the power of herd behaviour to shape consumer decisions
London, UK – 20th January 2026: Rory Sutherland, President Emeritus, Ogilvy Consulting and founder of its behavioural science practice, has joined consumer influence platform Herdify as an advisor, to support the leadership team with its go-to-market strategy.
Herdify helps brands understand and harness the dynamics of human behaviour to influence consumer decisions. Its platform uses data-driven insights and behavioural science to identify patterns of influence and optimise marketing strategies.
Sutherland’s appointment marks a significant milestone in Herdify’s next phase of growth. Following strong early traction since launching in 2022, the company is now preparing to scale, with expert guidance playing a crucial role in shaping its commercial strategy. Sutherland will provide ad hoc advisory support and ongoing counsel to the team.
Sutherland has a long-standing relationship with Herdify’s Founder and CEO, Tom Ridges, and has frequently explored the power of herd mentality throughout his work. His renowned Mad Masters course includes a module dedicated to herd behaviour, an area that aligns closely with Herdify’s mission and approach, making him a natural fit for the business.
Reflecting on why the opportunity resonated with him, Rory Sutherland, Advisor at Herdify said: “For one thing, localism is back – and not before time. But for another thing, Herdify captures what is certainly one of the most important, and definitely underdiscussed, part of our psychology. If you are wondering what that is, the clue’s in the name!”
Commenting on the appointment, Tom Ridges, Founder and CEO of Herdify said: “As Herdify helps organisations understand and harness one of the most powerful forces in human behaviour, we’re beyond excited to welcome one of the world’s leading behavioural thinkers as an advisor. Rory’s expertise comes at a pivotal moment as we scale Herdify from our initial successes, and we’re confident his background in herd behaviour will help guide our next chapter.”
Rory’s advisory role supports Herdify’s next chapter. One focused on scale, discipline, and clarity, without losing sight of how people actually behave.
We’re excited to have him involved.
