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Rory Sutherland, the Master of Madfest, on why behavioural science should get awards

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The Importance of Creativity

I was talking to Kev Chester's new Tom, he wrote a book called Crazy for Nudge. What excites me about behavioral sciences is that it doesn't involve a media budget necessarily. It also doesn't have a high barrier to entry. I keep getting people come to me and say something you suggested in alchemy saved me £1.5 million a year. And the way I describe creativity is very simple. It's when you take a logical idea, something that makes sense that will never get you fired,. That's totally acceptable - even enshrined as best practice.

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