Pete Dyson

Pete Dyson joined Ogilvy's Behavioural Science Practice in 2013. In 2020 he joined the UK Department for Transport as Principal Behavioural Scientist, tasked with the Covid-19 response, sustainable behaviour change and internal capability building. This book has been written in a personal capacity. Rory Sutherland is the vice chairman of Ogilvy UK and the co-founder of its Behavioural Science Practice. He is author of Alchemy: The Surprising Power of Ideas that Don't Make Sense, writes The...See more

Pete Dyson joined Ogilvy's Behavioural Science Practice in 2013. In 2020 he joined the UK Department for Transport as Principal Behavioural Scientist, tasked with the Covid-19 response, sustainable behaviour change and internal capability building. This book has been written in a personal capacity. Rory Sutherland is the vice chairman of Ogilvy UK and the co-founder of its Behavioural Science Practice. He is author of Alchemy: The Surprising Power of Ideas that Don't Make Sense, writes The Spectator's Wiki Man column and presents several series for Radio 4. His TED talks have been viewed more than 7 million times. See less