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OPINION6 September 2017

A different order

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Behavioural economics Impact Opinion UK

Measurement is often seen as an obligation rather than an opportunity but with a few important changes it can be used to inform decisions in advance, rather than defend them in retrospect, says Rory Sutherland.

While I was growing up, my father ran a series of small businesses. No-one in my family had ever worked in a large organisation – they were mostly farmers, rural GPs or suchlike. So, during my first few ...