The Importance of Recognising Differences in Perspective

Behavioural science is something that a lot of people in the industry are now immersed in. But it tends to be something that as I say, we tend to think about something, a bag of tricks frankly that we use on other people. And what we are seeing is why don't we take all that incredibly diverse and rich body of scientific endeavour and evidence that's there and turn around and use it to the horn of our skills? That would make us more effective at what we are trying to achieve basically.