The Burden of Proof in Creativity and the Rules of the Game

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The burden of proof for a creative act is 20 times greater and often influenced by economics. People tend to rely on crude mathematical models to predict human behavior, ignoring the fact that creativity allows rewriting the rules. While most decisions are made by narrowing down the solution space, creative individuals embrace contradictions and find innovative solutions. High-speed trains face challenges in doubling their speed due to physics and safety concerns.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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