OPINION18 February 2021

Instinct vs process

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Behavioural economics Impact Opinion People Trends

There can be a gulf between organisational process and human instinct. Rory Sutherland explores some of the dynamics in the relationship between the two concepts.

A while ago, creative director Dave Trott was on a creative awards jury. Somebody noticed something a bit strange when totting up the votes. It emerged that while the rest of the jury were voting on each entry by painstakingly ...