Unfortunately, many of your friends and colleagues, and most of all your finance director or your bank manager, won’t like any of these new non-sensical ideas, even the valuable ones. That’s not because they are expensive – most of them are very cheap indeed. No, he* will hate them because they don’t sit comfortably with his narrow, reductive

He derided Bill Clinton for suggesting he should connect the campaign with white working-class voters in the Midwest, mimicking a ‘Grampa Simpson’ voice to mock the former president* and dismissing another suggestion with the smug ‘my data disagree with your anecdotes’.

It’s true that we consciously believe our actions are guided by reason, but this does not mean that they are – it may simply be evolutionarily advantageous for us to believe this.

something can be valuable without necessarily being valuable all the time.

‘If economics isn’t behavioural, I don’t know what the hell is.’

it assumes a narrow and overly ‘rationalistic’ view of human motivation,

I am slightly sceptical about using gender and ethnic quotas as a way of tackling prejudice,

most of the achievements of consumer capitalism were never planned

People are highly contradictory. The situation or place in which we find ourselves may completely change our perception and judgement.