How finance leaders can understand customer behavior to create value

In this Better Finance: CFO Insights podcast episode, Myles Corson and Rory Sutherland discuss how finance and marketing can work together to unlock customer insights and create value.

In this episode of the Better Finance: CFO Insights podcast, host Myles Corson interviews Rory Sutherland, Vice Chairman of the advertising agency Ogilvy UK. Drawing on his extensive experience in behavioral economics, Rory encourages finance professionals to develop a mindset that balances certainty and opportunity. 

Rory explores the perception of the finance function’s need for absolute certainty, which can often hinder innovation and impact decision-making. He advocates for a probabilistic approach to finance, where understanding potential outcomes and embracing uncertainty can lead to greater innovation and value creation. The conversation explores the role of artificial intelligence (AI) in transforming finance, highlighting the need for finance leaders to adapt and leverage AI to free up time for strategic thinking.

The episode also examines the importance of understanding customer behavior and the related psychological factors that can drive buying decisions and revenue. Rory emphasizes that finance leaders should bridge the gap between financial insights and customer-centric strategies, as this integration can foster innovation and create value. By doing so, finance leaders can transform the brand of finance from being a cost center to a strategic partner in driving growth.

Key takeaways:

  • Embrace the lessons  of behavioral economics to enhance decision-making processes within finance.
  • Recognize the importance of embracing uncertainty and adopting a probabilistic mindset to foster innovation.
  • Promote continuous learning and adaptation in finance teams to stay ahead of industry trends and evolving market demands.

For your convenience, full text transcript of this podcast is also available.


18

Jun 2025

Podcast

Season 7, Episode 11

Duration

39m 53s

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