Here’s a fascinating idea, verbatim from a talk by Rory Sutherland, a well-known advertising executive. “People look at Maths, and as soon as there are things in numerical form, you’ve won the argument. If you’re one of those marketers who’s trying to use words, and some other b_____ turns up with a spreadsheet, you’ve basically lost. The b______ with the spreadsheet always wins.” Sutherland is the Vice Chairman of the O&M advertising group and has pioneered the use of behavioural science in ..
