Agencies are geared up to do one thing: to turn human insight into a business or social benefit. We can (and should) use this talent to produce communications, build brands and create untold value. But it’s only one small fraction of what agencies could do, if we didn't define our beloved “ideas” so narrowly and unambitiously. In this talk, Rory Sutherland asks whether agencies have painted themselves into a comfortable but confining corner: We could be General Hospitals, but we display a sign which reads “Cosmetic Surgery”.