Tim Harford is a world-renowned behavioural economist, an award-winning Financial Times columnist, and a BBC broadcaster. Described as ‘Britain’s Malcolm Gladwell,’ and by the New Statesman as ‘perhaps the best popular economics writer in the world’ he brings storytelling, humour and intelligence to an oft-maligned discipline.
Here he looks at the human propensity to avoid adversity – and the wonderful things that can happen when we resist that psychological urge.
Tim is a great raconteur and makes his points through stories, so we haven’t broken down his session as notes as we have many of the other sessions. Below is a brief outline of what you will hear, but we recommend you watch the video for full effect.
(timecode 00.14 – 07.20)
How a seventeen-year-old German teenager and one of the best jazz musicians on the planet created unexpected genius from a terrible situation.
(timecode 7.20 – 15.00)
People do their best work in adversity all the time. Why does this happen? Why is the shock of adversity so powerful?
(timecode 15.13 – 18.35)
How about the psychological component, what’s going on there?
(timecode 18.35 – 22.50)
How does this relate to the way teams work and what makes them successful?
(timecode 22.55 – end)
A lesson from Brian Eno on comfort zones.
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
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David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA