Rory Sutherland: Change the Question, Change the World

Rory Sutherland joins Srdjan Vukcevic on Gentle Provocation to explore why changing the question is often the most powerful move in business and life — and why psychology consistently beats pure logic. We discuss behavioral science, reframing, commercial innovation, Montenegro as a tourism strategy case, and why small psychological shifts can beat expensive engineering solutions. This episode is brought to you by Eterno Villas — luxury villa rentals on the Montenegrin coast.