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Rory Sutherland, Gerald Ashley & Paul Craven at Abbey Road Part One

The Human Risk Podcast

CHAPTER

The Importance of Rationality in Innovation

Businesses tend to be in the business of demanding good reasons for everything you do. It's impossible to invest if you can't make the case, he says. But there are a lot of things which nobody asks for in market research that don't really make much sense. All you can do is effectively through a dog in the end process, see what succeeds and then explain it afterward.

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