By Guy Peters, Fellow at Ogilvy PR
“This is the way to hear music, I think, surrounded by rolling hills and farmlands, under a big sky.”
― Michael Lang, The Road to Woodstock
Well if Woodstock was the way to hear music then Nudgestock, hosted by Ogilvy Change on 10th June, was the way to hear all things behavioural economics. Under the bright lights of Leas Cliff Hall, on the edge of the infinite English Channel, some of the brightest minds in the business had gathered.
The setup on the day was brilliant, something TED would be proud of, a vast stage, live streaming and an audience of people eager to learn. With such a depth of knowledge, there was a huge amount to take in so here are my top takeaways:
1. In this ever-accelerating world of technology, “if you look weird in selfies, it’ll be much harder for you to become Prime Minister”. Technology is changing everything in the world, even politics something which has lagged behind in the past and it is crucial that we take the time to slow down, to stop and to think.
2. In order to be creative we must reconnect with our roots and learn to ‘play’ again. Curiosity drives exploration, interaction and breeds creativity. It’s precisely the reason why Google invented 20% time, the chance to break and reconnect.
3. Deep down we care about others. With the exception of a few people we would rather benefit off our own pain rather than the pain of others, we exhibit hyper-altruistic behaviour.
4. Playing the losers’ game is under-rated. We’re all looking for that knock-out blow, that one winner that will make our name but the best winners minimise their loses. We should win by losing less rather than by winning more because the margins are much more in our favour.
5. We can’t be creative when we are comfortable. When things aren’t as they should be it opens our mind to hack our way around the problems in front of us. Randomness makes us reposition our mind, it opens us up to new creative possibilities and we begin to come at problems with a totally new frame of mind!
6. If you’re idea is going to get noticed then it needs to tick three boxes
- Impact – Get on the radar (if you’re not on the radar who even cares about the message)
- Communication – keep it nice and direct (how are you talking to the people, keep it simple with no fancy crap)
- Persuasion – convince them (why should they care, what does it even matter)
7. If you give someone control, or perceived control it is the best way to encourage someone to act. We therefore need to “strike a balance, come up with plans and rules to protect ourselves from unrealistic optimism, but at the same time remain hopeful”