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Mar 25

What Jacob Rees-Mogg needs to learn about decision science

  • 25th March 2019

Politicians – like brand marketers – have one basic task: to persuade us to prefer their offer over all the alternatives. Its surprising, then, how little understanding most politicians show about how human decision-making (and therefore political – or brand – preference) actually works.

Since Daniel Kahneman’s Nobel prize-winning work in 2002 the worlds of neuroscience and behavioral economics have shown us conclusively how almost all decision-making is done by our subconscious ‘System 1’ brains acting largely on emotional, intuitive factors. The key to securing preference is to develop propositions (or political platforms) that connect powerfully with the high-level emotions that positively motivate us in any given situation.

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EVENTS

Andy Brent, was a keynote speaker and panelist at the EO Taipan Masterclass held in Kuala Lumpur, 8th – 10th April 2019.
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Andy Brent, a founding partner at Think Again Growth and author of The Growth Director’s Secret, was the guest speaker at Google Hong Kong’s Annual CEO Roundtable Dinner, at The China Club, 21st March 2018.

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