Podgorica, (MINA-BUSINESS) – The HR4Leadership conference, which will be held on 7 May at the Hilton Podgorica, will host Rory Sutherland, one of the world’s most influential experts in the fields of behavioural economics and marketing.

Sutherland is vice chairman of Ogilvy UK and the author of the international bestseller titled “Alchemy: The Surprising Power of Ideas That Don’t Make Sense”.

His TED talks have attracted millions of views, and he is known for the idea that many business and organizational problems do not require more logic, but rather a better understanding of human psychology.

The lecture explores why leaders often achieve their greatest impact through decisions that at first glance appear irrational, how perception influences organizational performance, and why small symbolic changes can sometimes have a greater effect than large structural reforms.

Although globally known for his work in marketing and advertising, Sutherland will speak in Podgorica about leadership and organizations, a topic that has become increasingly present in his public appearances and consulting work with companies around the world.