October 20, 2016

Did you realise you’re a cognitive miser?

   

Don’t worry, we all are. Ever busier lives combined with limited mental resources means our brains tend to seek out solutions that require the least mental effort.

   

So what we do, effectively, is answer easy questions rather than hard ones. As they say, we ‘satisfice’ rather than maximise. A good enough decision...

October 6, 2016

There’s a strange move at the moment towards dismissing the value of an expert. Not in every field of life, luckily. We’re not seeing a growth in the NHS of self-taught neurosurgeons.

   

But marketing ‘experts’ have come in for a particular battering. It’s got to the point that, when two marketing people disagree on an issue, one tries to clinch the argument by s...

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by RICHARD BROWN

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