From Mi3 this week – The myth of rationality: Why B2B (and B2C) marketers need to rethink behavioural economics to snap back to innovation, growth
Behavioural science is the trojan horse marketers need to get psychology back into business and the boardroom for innovation and growth. Citing cases from Boeing’s return to supersonic travel, FedEX and how investment bankers pitch deals, if you only believe in logic, you can’t perform magic, says Rory Sutherland, vice chairman of Ogilvy UK and a founder of its behavioural science practice. He suggests B2B marketers (and B2C marketers for that matter) must explode the myth that businesses and their people only make logical decisions, or they’ll keep making the same mistakes until their tenure ends. The application of behavioural science and psychology within B2B could be even more profound than in B2C marketing, he argues, powering post-Covid growth while driving marketing back up the corporate food chain.
Read Paul McIntyre’s Deep Dive article (5 min. read):