Nudge “It’s the mistake EVERY business makes” Rory Sutherland
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Jul 1, 2024 
Author and behavioral economics expert Rory Sutherland discusses the overlooked importance of creativity in business, Brexit's reasoning, undervalued roles such as doormen, R&D obstacles, and Amazon's two-way door concept. The episode covers the pitfalls of hyper-focusing on micro-efficiencies leading to macro-inefficiencies, the need to balance analytical and creative thinking in decision-making, and the impact of risk aversion on teamwork and productivity.
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The Doorman Fallacy
- Hotels often hire consulting firms to implement micro-efficiencies, like replacing doormen with automatic doors.
- However, this overlooks the doorman's broader role, like providing security and recognizing guests, leading to macro-inefficiencies.
The Problem with Creativity
- Creativity is often relegated to specific departments and brought in too late in the process.
- Its true value lies in identifying opportunities, not just solving existing problems.
The Waggle Dance
- Bees demonstrate effective risk management.
- 20% ignore the waggle dance, exploring new, potentially high-reward pollen sources while the majority exploit known sources.