--- title: "The100: Hype cutting, specialness spirals, and the Rory SutherBot" description: Get your pin for bubbles here Cutting through the Hype, produced by the AAR, is a thorough investigation of the realities of a changing market as marketers go into 2024.  AI obviously features, but so does leveraging customer data, fluidity in marketing ecosystems, beyond purpose and connecting with Gen Z.  On AI, this quote from … image: https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20(46).png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: Hype cutting, specialness spirals, and the Rory SutherBot - Home - [Blog](https://hello.watchmethink.com/blog) - The100: Hype cutting, specialness spirals, and the Rory SutherBot - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 12/08/2023 [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) [0 Comments](https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot#postComment) 2 Minutes   ## Get your pin for bubbles here [*Cutting through the Hype*](https://www.thedrum.com/news/2023/11/14/cutting-through-the-hype-industry-trends-and-how-brands-agencies-are-responding), produced by the AAR, is a thorough investigation of the realities of a changing market as marketers go into 2024.  AI obviously features, but so does leveraging customer data, fluidity in marketing ecosystems, beyond purpose and connecting with Gen Z.  On AI, this quote from Tom Chatfield (who spoke at one of our events) is utter genius:  *“ChatGPT is like a humanities graduate. It has read a lot, can talk convincingly about anything, but has a hazy relationship with the truth and isn’t very good at maths.*” ## **Brains on the subject of brains**  Jon Evans (Uncensored CMO) has had one of the “most fascinating and profound conversations” he’s ever had with[Dr Iain McGilchrist](https://www.linkedin.com/posts/uncensoredcmo_the-divided-brain-our-attention-and-how-activity-7131241261138628609-osim/?): psychiatrist, neuroscience researcher, philosopher, literary scholar and author of the enormously popular books *The Master and His Emissary* and *The Matter with Things*.  ## “All you do is listen to other tables’ conversations”  Matt Waksman wrote [a call to action for strategists / planners](https://creative.salon/articles/features/future-of-planning-matt-waksman-ogilvy) (aka insights people in advertising) in the style of *Choose Life*. It’s very well done ?.  ## “The newest ideas tend to polarise people.” Rory, who will be speaking at our event in May 2024 (yay!), published [his top 10 ads of all time](https://www.42courses.com/blog/home/rory-sutherlands-top-10-ads-of-all-time?s=03) – which, coming from him, is some praise. The cell phone notice is simply brilliant.  Oh, and this [RorySutherBot](https://chat.openai.com/g/g-LBhlg9lCC-rory-sutherbot) is pretty cool.  ## Just what we’ve been missing There’s a new group in town called [the BOPEA’s](https://www.tatler.com/article/bopea-cultural-movement-bohemian-peasants-king-charles-rewilding-fermenters#): Bohemian Peasants… no, me neither.  Pretty niche, but it’s the first time we’ve featured a link from the Tatler!  ## The state of the virtual nation  OFCOM in the UK (communications watchdog) have published their [2023 review of the UK’s online habits.](https://www.ofcom.org.uk/research-and-data/online-research/online-nation) All sorts of interesting stats: - UK adults spend an average of 3hrs 41 mins on the internet each day.  - 18-24s over four and half hours.  - 7% of 16+yr olds don’t have access to the internet at home. Lots to digest.   Contagious have also released their ‘[most contagious’ 2023](https://www.contagious.com/reports-and-webinars/the-2023-most-contagious-report-free-download?) report.  And then the annual gold standard for end-of-year lists: [52 things I learned in 2023](https://medium.com/magnetic/52-things-i-learned-in-2023-a3bbb9f9323d). A must-read for those who want to hold interesting dinner conversations over the festive period. ## And finally… Gurwinder always publishes [a list of useful principles](https://gurwinder.substack.com/p/30-useful-principles-autumn-2023?). The *Beginner’s Bubble effect*, and *Ambiguity Aversion* are just 2 of the many highlights.  I love these [old pictures of street markets in London](https://www.theguardian.com/artanddesign/gallery/2023/nov/21/old-london-street-markets-in-pictures-dorothy-bohm?).  Also in London, if you reckon you know your underground stations, [here is a little christmas quiz for you](https://london.metro-memory.com/).  Dogger, Fisher & Viking – [if you like your shipping forecasts](https://jonn.substack.com/p/where-do-the-shipping-forecast-regions?), but have no idea how they got their names, worry no more. While some are named after islands, estuaries, and headlands, the diamonds are in those that aren’t. Ace.  Is this not one of the best pictures taken? In 1982, the first female to IPO a company on the London Stock Exchange was Debbie Moore, CEO of Pineapple Studios. [More here](https://www.linkedin.com/posts/sam-smith-01974918_growth-entrepreneurs-entrepreneurmindset-activity-7135575933758926848-y9h-/?). Such a great picture for so many reasons. My pic of the year without doubt.  ![](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) [Homepage](https://hello.watchmethink.com/blog/tag/homepage) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot&text=The100:%20Hype%20cutting,%20specialness%20spirals,%20and%20the%20Rory%20SutherBot) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot&text=The100:%20Hype%20cutting,%20specialness%20spirals,%20and%20the%20Rory%20SutherBotdescription=&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/The100%20Banners%20%281920%20x%201080%20px%29%20%2846%29.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. Fill your boots. [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 19 September, 2025 #### [The100: Uber’s research playbook, online delivery models and polyphonic ringtones](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) UberCool Back in 2017, Uber had a problem. Passengers were so unhappy with UberPool that Uber… [Read More](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 05 September, 2025 #### [The100: Expanding time, talking to animals and Chile’s Atacama Desert](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) SharkNinja’s $16B+ Product Machine SharkNinja must see more launches than a shipyard. Each year… [Read More](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 22 August, 2025 #### [The100: The price of American made, judgement economies and 1880s hipsters](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) Does your brand need to be polarising to be successful? From their grand palaces of ‘hot takes’,… [Read More](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. All rights reserved. ![](https://px.ads.linkedin.com/collect/?pid=1498698&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alistair Vince", "url" : "https://hello.watchmethink.com/blog/author/alistair-vince" }, "dateModified" : "2025-12-05T11:36:20.287Z", "datePublished" : "2023-12-08T07:12:00.000Z", "headline" : "The100: Hype cutting, specialness spirals, and the Rory SutherBot", "image" : [ "https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20(46).png" ], "mainEntityOfPage" : { "@id" : "https://hello.watchmethink.com/blog/the100-hype-cutting-specialness-spirals-and-the-rory-sutherbot", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://hello.watchmethink.com/hubfs/wmt_logo_rgb_for-web-1.png" }, "name" : "Watch Me Think" } } ```