Ryan Wright and Matthew Jensen have phished thousands of people over the past decade, and they’re not planning to let up anytime soon. The two aren’t hackers angling for valuable data or funds; they’re researchers working with companies, governments, and universities around the world to understand why we so often
Tag: works
Should You Focus On Why Your Idea Is Useful Or How The Idea Works When Pitching To An Audience Of Investors?
There are two camps on the most effective way to frame an innovative idea. One contends you should emphasize why the idea is desirable. The other says you should focus on how to implement the idea. Which one is right? A research project found that the answer depends on your
My Advertising Is So Efficient It No Longer Works | A Talk By Rory Sutherland
The language of optimization, measurement, accountability, and efficiency has a place in business, for very obvious reasons. But in marketing (and perhaps in HR and R&D) it cannot be the only mode of thinking. This is difficult. After all, it’s much easier to get fired for being irrational than for