rory sutherland (ogilvy group) @ mpjc2014
Post on 10-May-2015
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@rorysutherland
@rorysutherland
“There is no sensible distinction to be made in a restaurant between the value created by the man who cooks the food and the value created by the man who sweeps the floor.”
Ludwig von Mises.
“I made up my mind . . . that I would never try to reform man—that’s much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions.“
Buckminster Fuller.
How it should work.
How economists* pretend it works
* Business executives and civil servants are more guilty than economists in this respect
Technology Psychology
Economics
The sweet spot
“Thus, the conventional view that natural selection favors nervous systems which produce ever more accurate images of the world must be a very naive view of mental evolution”
(Trivers 1976/2006)
David Rock's SCARF model
• Status • Certainty • Autonomy • Relatedness • Fairness
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