1. Business of Software Europe #BoS2016

2. “The science of knowing
what economists are wrong about.”

14. Taleb:

34. Problems:
● Simple optimisation problems
● Optionality problems
● Differentiation problems
● Calibration problems
● Game theoretic problems
● Asymmetry or uncertain trust problems
● De-catastrophisation problems

38. SCARF: David Rock’s model
● Status
● Certainty
● Autonomy
● Relatedness
● Fairness

40. David Ogilvy:
“The problem with market research is
that people don’t think what they feel, they don’t say
what they think and they don’t do what they say.”

52. “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.

53. Over the next fifty years, the
greatest source of new value
may consist in finding choices we
didn’t know we already had, and
by noticing value where we never
knew it existed.

56. #BoS2016
@BoSConference
@rorysutherland
@ogilvychange
Thank you.