Introduced by the BBC’s Lauren Laverne as a great communicator of counterintuitive thinking, Rory Sutherland, Vice Chairman of Ogilvy & Mather, challenges us to look beyond the obvious for solutions to challenging problems. Often the reason our solutions are ineffective or highly inefficient is because we assume people will behave like computers or spreadsheets with predictable responses to rational inputs or incentives. Instead, Rory argues we need to understand natural human preferences and build our solutions from this foundation. Rory’s views are heavily influenced by his appreciation for the Nobel Prize winning behavioural economics research of Daniel Kahneman and Richard Thaler among many others. To our surprise, there are many times that the most efficient and effective path to progress is paved with irrationality. The Thinking Digital Conference is an annual gathering of creatives, innovators, businesspeople, entrepreneurs and techies. Each May, hundreds of Thinkers gather in Newcastle over 2 days to explore and celebrate the ideas and innovations that are changing our world. --- THINKING DIGITAL Latest news: https://thinkingdigital.co.uk/ Follow: http://twitter.com/thinkingdigital Like: http://facebook.com/thinkingdigital