Home ANTHILL TV Big problems need tiny answers: Sutherland sweats the small stuff

Big problems need tiny answers: Sutherland sweats the small stuff

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Filmed earlier this year at the TEDSalon in London, this rough diamond of marketing insight comes from one of our favourite ad men, the hilarious Rory Sutherland.

Using the theory of behavioural economics and a number of humorous but valid examples, Sutherland explains that when faced with sizeable challenges, the common response of most corporations and governments is to seek big, expensive fixes. In doing so, more obvious and cheaper solutions that stand a higher chance of success are generally ignored.

He argues that we need to move away from this way of thinking and focus on a methodology of looking for the tiny answers that have a disproportionately profound effect relative to the effort they require. It’s a methodology so rarely used that it doesn’t even have a name in the English language.

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