In a retail world where everyone is trying to catch up with Amazon’s mission statement to “offer customers the lowest possible prices, the best available selection, and the utmost convenience.” Is there another way? Kieran will be using his 15 years experience in digital business to highlight how the occasional "Error 404” gave the first insights into how scarcity combined with projective individualism, strike at the core cognitive fallacies of being human, fuel a $6BN market, and show that understanding needs, wants and desires can compete with endless automatisation and optimization. Chief Digital Officer This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx