“The myth of rationality": Why Boeing’s return to supersonic travel, FedEx and investment bankers prove B2B (and B2C) marketers need to rethink behavioural economics and psychology

Mi3 Audio Edition

Behavioural science is the trojan horse marketers need to get psychology back into business and the boardroom. Rory Sutherland, vice chairman of Ogilvy UK and a founder of its behavioural science practice, suggests B2B marketers (and B2C marketers for that matter) must explode the myth that businesses and their people only make logical decisions, or they'll keep making the same mistakes until their tenure ends.

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