Great Minds Keynote: Everything is a placebo


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Personal Leadership and How to Change Your Life in 10 Seconds Flat


In every case we react to stimuli not in response to what they are, but in a constructed emotional response to what we believe they mean. This glorious failure of objectivity is usually viewed as a human failing, and (certainly in the case of pharmacological research) we seek to correct for it. But is this wrong? Can a little benign shamanism be used to solve problems which continue to stump rational engineers and economists.
Rory Sutherland Vice Chairman
Ogilvy UK


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