An Advertiser and a Biologist Want to Sell You a New Economic Paradigm

Do you buy their ideas?

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By David Sloan Wilson and Rory Sutherland

Rory Sutherland and I want to sell you something. Many things, actually. Fortunately, that’s Rory’s job as Vice Chairman of the legendary advertising firm Ogilvy & Mather. In this interview that I conducted with Rory, we want to sell you a new economic paradigm based on evolution and complexity, which goes beyond both neoclassical and behavioral economics. We also want you to know that corporations can be a force for good, as long as suitable reputational mechanisms can be brought into play. Learning about economics and business has never been so much fun.

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