"Measurement Is Creativity's Bizarre Half-Sister"
20% of the bees in the hive ignore the waggle dance. Why? What do the efficiency-oriented bee accountants say? How do you measure the RoI on the rogue bee activity? How is any of this relevant to innovation? Listen to Rory Sutherland, Vice Chairman of Ogilvy, to get the answers.
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Contents (time stamps from the Full version)
- Introduction [00:00]
- On Measurement, Creativity, and Exploit-Explore Trade-Off
- On That We Don't Know Everything There Is To Know [04:06]
- On the Role of Experimentation in Explore, and Testing Things That Don't Make Sense [08:53]
- Abduction and Innovation: Reasoning Backwards and Business Significance
- On Abductive Reasoning [13:19]
- On Innovation in Start-Ups Versus Established Companies: Stock Markets and Shareholders [18:10]
- On the Benefits of Being a Rogue Bee [23:17]
- On the Necessity of Probabilistic Thinking and Accounting for Search Costs: Creating the "Explore Department" in a Firm [26:25]
- On Statistical Significance Versus Business Significance [39:08]
- On Murders and Detectives: More Backward Reasoning [42:47]
- On How To Innovate Through Mistakes: AI Poetry, Meerkats, Charities and Sex Toys [49:15]
- On Just Reading the Data and More Murders: How To Be a Data Detective [57:33]
- On "Alchemy", Financial Alpha, Comedy, and Those at the Peak of Their Professions [1:04:45]
- On Cryptic Crosswords and More Detective Work [1:09:01]
- On Why Is There Too Much Logic and Not Enough Exploration: You Don't Get Fired for Being Logical [1:11:23]
- On How Innovation and Marketing Works, Habits and Mimetics, and How To Practice Ethical Capitalism [1:17:59]
- On Why Aussies and Kiwis Go To London [1:23:04]
- On Future of Work and Futuristic Cities: Mega- Or Small? On Why Nassim Taleb Advocates for Suburbia. And On Berlin, London, Auckland, Frankfurt… [1:28:03]
- Mini-Summary: Explore-Exploit and Behavioural Science [1:37:25]
- Homework: Books To Read (and Cryptic Crosswords) [1:40:23]
- On Good Tea: TIELKA® [1:47:14]
Links to Rory’s Work
- Twitter: @rorysutherland
- LinkedIn: https://www.linkedin.com/in/rorysutherland/
- The wiki man | The SPECTATOR: https://www.spectator.co.uk/article/the-wiki-man
- Alchemy: The Surprising Power of Ideas That Don't Make Sense (book): Amazon.com: Alchemy
- TED Talks: Rory Sutherland | Speaker | TED : https://www.ted.com/speakers/rory_sutherland
- Nudgestock: https://www.nudgestock.co.uk/
Some Other Links Mentioned
- TIELKA® | BEAUTIFUL ORGANIC TEA
- All the books and other links referenced are in the full transcript: "Measurement Is Creativity's Bizarre Half-Sister"
