# Rory Sutherland: Life lessons from an ad man

Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value -- and his conclusion has interesting consequences for how we look at life.

- Kind: Talk
- Year: 2009
- Runtime: 16 min
- By: TED.com
- Genres: Education, Industrial and advertising
- Archive: [Internet Archive](https://archive.org/details/RorySutherland_2009G)
- Licence or status: [CC BY-NC-ND 3.0](http://creativecommons.org/licenses/by-nc-nd/3.0/) (as the archive states it)
- Who can watch: Tweens profiles and older (the archive gives no rating; placed by Invisible Network from its collection and subjects)

[Watch now](https://invisiblenetwork.ai/watch/archive/ia/RorySutherland_2009G?play=1)