OPINION21 April 2016

Testing significance

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Behavioural economics Impact Opinion UK

Making a proper business decision can often mean trying a ‘slightly wrong' option, rather than a ‘boringly right’ one, argues Rory Sutherland. 

If you were to ask me what is the most valuable thing I have done in my working life, I think the answer’s quite easy. I once asked a client in the restaurant trade what they did when an ...