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Tendensdagen 2011 Rory Sutherland - Back to the Boardroom

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RORY SUTHERLAND ...

RORY SUTHERLAND
Vice Chairman of Ogilvy Group

Back to the Boardroom
Har dagens marknadschef förlorat sitt inflytande? De ofattbara tekniska framsteg som gjorts har inte matchats av motsvarande förbättringar av vår förståelse av mänskligt beteende eller av de påverkansmodeller som marknadsförare använder. Om hur marknadsförare ska återta makten, genom ny vetenskap och ökad förståelse för hur beteenden påverkar ekonomiska beslut. Sutherland har rankats nr 22 på the Guardians lista över världens 100 mest inflytelserika människor inom media, marknadsföring och PR.

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    Tendensdagen 2011 Rory Sutherland - Back to the Boardroom Tendensdagen 2011 Rory Sutherland - Back to the Boardroom Presentation Transcript

    • Spot
the
terrorist 
•  Law
•  Finance
•  Engineering
•  Islamic
Studies
•  French
 2

    • 
Gambetta and Hertog write about a particular mind-set among engineers that disdains ambiguity and compromise. They might be more passionate about bringing order to their society and see the rigid, religious law put forward in radical Islam as the best way of achieving those goals. In online postings, Abdulmutallab expressed concern over the conflict between his secular lifestyle and more extreme religious views. "How should one put the balance right?" he wrote.
Terrorist organizations seem to have recognized this proclivity—in Abdulmutallab, obviously, but also among engineers in general. A 2005 report from British intelligence noted that Islamic extremists were frequenting college campuses, looking for "inquisitive" students who might be susceptible to their message. In particular, the report noted, they targeted engineers.
    • 








The
sweet
spot 
 Technology
 
Psychology
 



Economics

    • IBM
at
Terminal
5

    • Two
problems 
•  MarkeAng
is
lacking
in
influence
•  Our
models
have
not
kept
pace
with
changes
in
the
 media
we
use
to
deploy
them
•  No
first
principles

    • Job
descripAon
•  To
turn
human
understanding
 into
business
advantage.
•  Two
raw
materials:
insight
and
imaginaAon

    • The
difference…. 

    • Praxeology
The
lost
science:
a
new,
unified
way
of
looking
at
the
world

    • Time
for
a
new
vocabulary?

    • Where
to
find
it?
•  “The
best
books
about
adverAsing
aren’t
about
 adverAsing”.
•  “Whoever
discovered
water,
it
sure
as
hell
wasn’t
a
 fish”

    • A
few
new
phrases 
•  Availability
(mental
and
physical
distribuAon)
•  Signalling
–
(brand
personality)
 –  Handicap
(brand
quality;
the
brand
as
bond)
 –  HeurisAcs
&
biases
(sequencing
effects)
•  Framing,
comparison
and
context
•  Immediacy
 –  Loss
(SaAsficing
and
maximising)

    • Signalling:
Seduction isnot a form ofpersuasion:seduction is theopposite ofpersuasion.
    • Signalling
II:
•  SomeAmes
messaging
 needs
to
be
costly
and/or
 difficult
to
carry
real
meaning

    • InformaAon
Asymmetry
&
commitment

    • SaAsficing
vs
Maximising

    • A
problem

    • 
HeurisAcs
•  "Isn’t
more
informaAon
always
be_er?
In
economics,
Nobel
prizes
are
regularly
awarded
for
 work
that
assumes
that
people
make
decisions
as
if
they
had
perfect
informaAon
and
could
 compute
the
opAmal
soluAon
for
the
problem
at
hand.
But
how
do
real
people
make
good
 decisions
under
the
usual
condiAons
of
li_le
Ame
and
scarce
informaAon?
Consider
how
 players
catch
a
ball—in
baseball,
cricket,
or
soccer.
It
may
seem
that
they
would
have
to
solve
 complex
differenAal
equaAons
in
their
heads
to
predict
the
trajectory
of
the
ball.
In
fact,
players
 use
a
simple
heurisAc.
When
a
ball
comes
in
high,
the
player
fixates
the
ball
and
starts
running.
 The
heurisAc
is
to
adjust
the
running
speed
so
that
the
angle
of
gaze
remains
constant
—that
is,
 the
angle
between
the
eye
and
the
ball.
The
player
can
ignore
all
the
informaAon
necessary
to
 compute
the
trajectory,
such
as
the
ball’s
iniAal
velocity,
distance,
and
angle,
and
just
focus
on
 one
piece
of
informaAon,
the
angle
of
gaze.”

 
 
 
 
 
 
 
 
 
Gerd
Gigerenzer

    • Choice
architecture

    • Price
heurisAcs

    • Choice
architecture,
pt
2

    • Framing
‐

II

    • Context

    • Which
Is
Brighter,
A
Or
B?


    • Which
Is
Brighter,
A
Or
B?

 27

    • Which
Is
Brighter,
A
Or
B?

 28

    • Which
Is
Brighter,
A
Or
B?


    • A
Uniform
Grey
Strip?

    • A
Uniform
Grey
Strip?

    • A
Uniform
Grey
Strip?
 32

    • A
Uniform
Grey
Strip?

    • Change
the
frame,
change
the
game

    • RelaAvity:
Framing
effects 

    • Selling
cars
offline

    • How
Changing
a
Bu_on
Increased
a
Sites 
 Annual
Revenues
by
$300
Million

    • One
point 
•  Logic
won’t
tell
you
this
•  Research
won’t
tell
you
this

    • Another
two
problems
•  “People
don’t
do
what
they
say
 they
believe;
they
do
what’s
 convenient,
and
then
they
repent.”
 “When
a
man
says
‘my
wife
doesn’t
 understand
me’,
it
doesn’t
mean
he’s
 planning
an
affair.
He’s
already
had
one.”

    • Finally
•  h_p://www.farnamstreetblog.com/2010/04/ behavioral‐economics‐reading‐list/
•  Or
h_p://snipurl.com/tendencybe
for
short
 
 
 
 
 
 
Yours,
@rorysutherland