I’m actually going to go slightly off piste here and build on what Richard
piste here and build on what Richard
piste here and build on what Richard said because two nights ago I went out
said because two nights ago I went out
said because two nights ago I went out to dinner with a bunch of geneticists
to dinner with a bunch of geneticists
to dinner with a bunch of geneticists and as an advertising man I said to them
and as an advertising man I said to them
and as an advertising man I said to them look I think you’re probably right about
look I think you’re probably right about
look I think you’re probably right about IQ it is this single monolithic measure
IQ it is this single monolithic measure
IQ it is this single monolithic measure and it correlates with lots of different
and it correlates with lots of different
and it correlates with lots of different things but I said as an advertising and
things but I said as an advertising and
things but I said as an advertising and marketing man can I make a suggestion I
marketing man can I make a suggestion I
marketing man can I make a suggestion I said I think you ought to lie I said if
said I think you ought to lie I said if
said I think you ought to lie I said if you actually tell people that start fact
you actually tell people that start fact
you actually tell people that start fact that there is this single measure and
that there is this single measure and
that there is this single measure and it’s monolithic and it correlates with
it’s monolithic and it correlates with
it’s monolithic and it correlates with goodness knows what else I said the
goodness knows what else I said the
goodness knows what else I said the problem is it’s fundamentally
problem is it’s fundamentally
problem is it’s fundamentally unpalatable and no one will be able to
unpalatable and no one will be able to
unpalatable and no one will be able to form policy on it what I said is what
form policy on it what I said is what
form policy on it what I said is what you ought to do is say there are
you ought to do is say there are
you ought to do is say there are different kinds of intelligence and
different kinds of intelligence and
different kinds of intelligence and they’re complementary the one story is
they’re complementary the one story is
they’re complementary the one story is unpalatable because it essentially
unpalatable because it essentially
unpalatable because it essentially implies you should rank human value on a
implies you should rank human value on a
implies you should rank human value on a linear scale which says that X is more
linear scale which says that X is more
linear scale which says that X is more valuable than Y I said if you could just
valuable than Y I said if you could just
valuable than Y I said if you could just create multiple forms of intelligence
create multiple forms of intelligence
create multiple forms of intelligence you can tell a completely different
you can tell a completely different
you can tell a completely different story which is this kind of person is
story which is this kind of person is
story which is this kind of person is highly complementary to that kind of
highly complementary to that kind of
highly complementary to that kind of person
person
person and we’ve actually all got different
and we’ve actually all got different
and we’ve actually all got different strengths and comparative advantages and
strengths and comparative advantages and
strengths and comparative advantages and great organizations can draw on them all
great organizations can draw on them all
great organizations can draw on them all in a complementary and different way
in a complementary and different way
in a complementary and different way what it now appears is that you don’t
what it now appears is that you don’t
what it now appears is that you don’t need to lie to do this this is in fact
need to lie to do this this is in fact
need to lie to do this this is in fact neuroscientific truth so I’m
neuroscientific truth so I’m
neuroscientific truth so I’m extraordinarily grateful for that last
extraordinarily grateful for that last
extraordinarily grateful for that last talk what I’m also going to do is build
talk what I’m also going to do is build
talk what I’m also going to do is build quite a lot on what Professor pine who
quite a lot on what Professor pine who
quite a lot on what Professor pine who would make an excellent I think new
would make an excellent I think new
would make an excellent I think new participant in a new gender-neutral form
participant in a new gender-neutral form
participant in a new gender-neutral form of Cluedo by the way as a name I think
of Cluedo by the way as a name I think
of Cluedo by the way as a name I think I’d like to build on what Professor pine
I’d like to build on what Professor pine
I’d like to build on what Professor pine has to say about the question of
has to say about the question of
has to say about the question of breaking out of choice breaking away
breaking out of choice breaking away
breaking out of choice breaking away from what you might call the standard
from what you might call the standard
from what you might call the standard script now no sensible definition of
script now no sensible definition of
script now no sensible definition of wealth will simply be financial at some
wealth will simply be financial at some
wealth will simply be financial at some level any healthy definition of wealth
level any healthy definition of wealth
level any healthy definition of wealth is that to be wealthy you are in a
is that to be wealthy you are in a
is that to be wealthy you are in a position where you can make a large
position where you can make a large
position where you can make a large number of reasonably well-informed
number of reasonably well-informed
number of reasonably well-informed successful choices to be financially
successful choices to be financially
successful choices to be financially wealthy
wealthy
wealthy but to live in a highly impoverished
but to live in a highly impoverished
but to live in a highly impoverished area is not really wealth because you
area is not really wealth because you
area is not really wealth because you may have a large amount of money and you
may have a large amount of money and you
may have a large amount of money and you may derive some pleasure from reading
may derive some pleasure from reading
may derive some pleasure from reading your bank account but when you go out of
your bank account but when you go out of
your bank account but when you go out of the house because everybody else is poor
the house because everybody else is poor
the house because everybody else is poor there are no restaurants there are no
there are no restaurants there are no
there are no restaurants there are no bars there’s virtually nothing
bars there’s virtually nothing
bars there’s virtually nothing worthwhile for you to do with your money
worthwhile for you to do with your money
worthwhile for you to do with your money so the idea of wealth is purely an
so the idea of wealth is purely an
so the idea of wealth is purely an individualistic thing strikes me as
individualistic thing strikes me as
individualistic thing strikes me as dangerous but I think there’s a really
dangerous but I think there’s a really
dangerous but I think there’s a really important question here which is that we
important question here which is that we
important question here which is that we tend to assume and this comes from some
tend to assume and this comes from some
tend to assume and this comes from some of the precepts and axioms of
of the precepts and axioms of
of the precepts and axioms of neoclassical economics that in order to
neoclassical economics that in order to
neoclassical economics that in order to make society wealthy and individuals
make society wealthy and individuals
make society wealthy and individuals more wealthy the only way to do it is
more wealthy the only way to do it is
more wealthy the only way to do it is essentially to create more stuff I would
essentially to create more stuff I would
essentially to create more stuff I would argue that since wealth really lies in
argue that since wealth really lies in
argue that since wealth really lies in the number of rewarding choices you can
the number of rewarding choices you can
the number of rewarding choices you can make you can create wealth in a much
make you can create wealth in a much
make you can create wealth in a much more interesting and more
more interesting and more
more interesting and more environmentally friendly manner by just
environmentally friendly manner by just
environmentally friendly manner by just generating the possibility for people to
generating the possibility for people to
generating the possibility for people to make new and better choices
once you define wealth in that way
once you define wealth in that way things the whole tenor of debate becomes
things the whole tenor of debate becomes
things the whole tenor of debate becomes different the problem I think here lies
different the problem I think here lies
different the problem I think here lies in the central axioms of neoclassical
in the central axioms of neoclassical
in the central axioms of neoclassical economics one of which is that we all
economics one of which is that we all
economics one of which is that we all make decisions and the reason they make
make decisions and the reason they make
make decisions and the reason they make this assumption is simply to make
this assumption is simply to make
this assumption is simply to make mathema Kannamma ‘kz look like it’s a
mathema Kannamma ‘kz look like it’s a
mathema Kannamma ‘kz look like it’s a science in order to make economics look
science in order to make economics look
science in order to make economics look like it’s a science where the maths is
like it’s a science where the maths is
like it’s a science where the maths is reasonably tractable and the things that
reasonably tractable and the things that
reasonably tractable and the things that are important are expressible in
are important are expressible in
are important are expressible in numerical form you make a whole series
numerical form you make a whole series
numerical form you make a whole series of assumptions and the assumptions are
of assumptions and the assumptions are
of assumptions and the assumptions are that we all are a series of utility
that we all are a series of utility
that we all are a series of utility maximizing actors making decisions in
maximizing actors making decisions in
maximizing actors making decisions in standalone economic transactions in an
standalone economic transactions in an
standalone economic transactions in an atmosphere of perfect information of
atmosphere of perfect information of
atmosphere of perfect information of perfect trust now
perfect trust now
perfect trust now just to be clear out this I completely
just to be clear out this I completely
just to be clear out this I completely accept the idea that scientists have to
accept the idea that scientists have to
accept the idea that scientists have to make assumptions in order to develop
make assumptions in order to develop
make assumptions in order to develop models I would argue these aren’t
models I would argue these aren’t
models I would argue these aren’t actually assumptions there are there
actually assumptions there are there
actually assumptions there are there barefaced lies none of that is true
barefaced lies none of that is true
barefaced lies none of that is true first of all there are almost never on
first of all there are almost never on
first of all there are almost never on earth do you find the conditions of
earth do you find the conditions of
earth do you find the conditions of perfect information and perfect trust
perfect information and perfect trust
perfect information and perfect trust secondly even if you could create those
secondly even if you could create those
secondly even if you could create those conditions our brains did not evolve
conditions our brains did not evolve
conditions our brains did not evolve to make decisions under such conditions
to make decisions under such conditions
to make decisions under such conditions most of our evil is true him
most of our evil is true him
most of our evil is true him inheritance took place in cases where we
inheritance took place in cases where we
inheritance took place in cases where we had to make decisions using deeply
had to make decisions using deeply
had to make decisions using deeply imperfect and incomplete information we
imperfect and incomplete information we
imperfect and incomplete information we probably had to make those decisions in
probably had to make those decisions in
probably had to make those decisions in limited time and in an environment where
limited time and in an environment where
limited time and in an environment where it was never entirely clear who you
it was never entirely clear who you
it was never entirely clear who you could trust so even if you could create
could trust so even if you could create
could trust so even if you could create a world that was ideal for Homo
a world that was ideal for Homo
a world that was ideal for Homo economicus Homo sapiens would find it
economicus Homo sapiens would find it
economicus Homo sapiens would find it deeply strange now part of the problem
deeply strange now part of the problem
deeply strange now part of the problem of that assumption which is that people
of that assumption which is that people
of that assumption which is that people have perfect information and perfect
have perfect information and perfect
have perfect information and perfect trust is you assume that people already
trust is you assume that people already
trust is you assume that people already are making the best choices they
are making the best choices they
are making the best choices they possibly can and the only possible way
possibly can and the only possible way
possibly can and the only possible way of creating economic value is to add
of creating economic value is to add
of creating economic value is to add more choices what it’s completely blind
more choices what it’s completely blind
more choices what it’s completely blind to is the idea that by designing choices
to is the idea that by designing choices
to is the idea that by designing choices differently we can make people richer
differently we can make people richer
differently we can make people richer wealthier perhaps if I’m to be precise
wealthier perhaps if I’m to be precise
wealthier perhaps if I’m to be precise my distinctions in my use of language we
my distinctions in my use of language we
my distinctions in my use of language we can make people wealthier without using
can make people wealthier without using
can make people wealthier without using any more resources at all we can just
any more resources at all we can just
any more resources at all we can just help people choose more widely here’s an
help people choose more widely here’s an
help people choose more widely here’s an example I think which I think is one of
example I think which I think is one of
example I think which I think is one of the most important quotations to come
the most important quotations to come
the most important quotations to come from the dot-com world which comes up
from the dot-com world which comes up
from the dot-com world which comes up with some pretty stupid stuff but this
with some pretty stupid stuff but this
with some pretty stupid stuff but this is really important the best may be the
is really important the best may be the
is really important the best may be the only real direct measure of innovation
only real direct measure of innovation
only real direct measure of innovation is change in human behavior this comes
is change in human behavior this comes
is change in human behavior this comes from Stewart Butterfield who’s the
from Stewart Butterfield who’s the
from Stewart Butterfield who’s the inventor of slack and before that the
inventor of slack and before that the
inventor of slack and before that the inventor of Flickr what’s really
inventor of Flickr what’s really
inventor of Flickr what’s really valuable in life is when you allow
valuable in life is when you allow
valuable in life is when you allow people to do different things
people to do different things
people to do different things things they otherwise wouldn’t have
things they otherwise wouldn’t have
things they otherwise wouldn’t have contemplated things they lack the
contemplated things they lack the
contemplated things they lack the confidence to do previously or things
confidence to do previously or things
confidence to do previously or things that simply didn’t occur to them I would
that simply didn’t occur to them I would
that simply didn’t occur to them I would argue that marketing plays just as great
argue that marketing plays just as great
argue that marketing plays just as great a role in innovation by the way as
a role in innovation by the way as
a role in innovation by the way as technology does for the simple reason
technology does for the simple reason
technology does for the simple reason that it’s one thing to come up with a
that it’s one thing to come up with a
that it’s one thing to come up with a technology it’s a separate in some cases
technology it’s a separate in some cases
technology it’s a separate in some cases more difficult challenge to get people
more difficult challenge to get people
more difficult challenge to get people comfortably to adopt a new behavior and
comfortably to adopt a new behavior and
comfortably to adopt a new behavior and the reason for that as I said is the
the reason for that as I said is the
the reason for that as I said is the distinction between the economic idea of
distinction between the economic idea of
distinction between the economic idea of how we make decisions and an
how we make decisions and an
how we make decisions and an evolutionary psychologists idea one of
evolutionary psychologists idea one of
evolutionary psychologists idea one of the things that’s deeply embedded in us
the things that’s deeply embedded in us
the things that’s deeply embedded in us for reasons for perfectly healthy
for reasons for perfectly healthy
for reasons for perfectly healthy evolutionary reasons is that
evolutionary reasons is that
evolutionary reasons is that and large we’re not trying to maximize
and large we’re not trying to maximize
and large we’re not trying to maximize anything we’re trying to avoid
anything we’re trying to avoid
anything we’re trying to avoid catastrophe as an evolutionary biologist
catastrophe as an evolutionary biologist
catastrophe as an evolutionary biologist explained to me there are far more ways
explained to me there are far more ways
explained to me there are far more ways of dying than there are surviving and so
of dying than there are surviving and so
of dying than there are surviving and so our brain is calibrated slightly I just
our brain is calibrated slightly I just
our brain is calibrated slightly I just smoke detector we want something that’s
smoke detector we want something that’s
smoke detector we want something that’s pretty good but we definitely definitely
pretty good but we definitely definitely
pretty good but we definitely definitely don’t want it to be terrible when you’re
don’t want it to be terrible when you’re
don’t want it to be terrible when you’re making decisions under uncertainty it
making decisions under uncertainty it
making decisions under uncertainty it isn’t just the average outcome that
isn’t just the average outcome that
isn’t just the average outcome that matters it’s the variance that’s why
matters it’s the variance that’s why
matters it’s the variance that’s why ignore Sat Navs when I go to an airport
ignore Sat Navs when I go to an airport
ignore Sat Navs when I go to an airport what the Sat Nav is telling me is the
what the Sat Nav is telling me is the
what the Sat Nav is telling me is the fastest route on average on the way home
fastest route on average on the way home
fastest route on average on the way home that’s pretty good on the way to the
that’s pretty good on the way to the
that’s pretty good on the way to the airport I ignore the Sat Nav and take a
airport I ignore the Sat Nav and take a
airport I ignore the Sat Nav and take a roads why because my brain also factors
roads why because my brain also factors
roads why because my brain also factors in I did this instinctively before I
in I did this instinctively before I
in I did this instinctively before I realized what the maths was um the a
realized what the maths was um the a
realized what the maths was um the a road will always be 20 minutes slower
road will always be 20 minutes slower
road will always be 20 minutes slower but unlike the motorway where if a lorry
but unlike the motorway where if a lorry
but unlike the motorway where if a lorry jackknives that clackett lane and
jackknives that clackett lane and
jackknives that clackett lane and basically they’re all morning the a road
basically they’re all morning the a road
basically they’re all morning the a road will never be so significantly slower
will never be so significantly slower
will never be so significantly slower that I miss my plane the motorway has a
that I miss my plane the motorway has a
that I miss my plane the motorway has a higher average but a far more extreme
higher average but a far more extreme
higher average but a far more extreme variance the a road also has higher
variance the a road also has higher
variance the a road also has higher optionality I can turn off it if there’s
optionality I can turn off it if there’s
optionality I can turn off it if there’s a problem and try route C or route D or
a problem and try route C or route D or
a problem and try route C or route D or Rooney on the motorway I’m effectively
Rooney on the motorway I’m effectively
Rooney on the motorway I’m effectively trapped okay unless you’ve got a 4×4
trapped okay unless you’ve got a 4×4
trapped okay unless you’ve got a 4×4 vehicle and you’re prepared to drive
vehicle and you’re prepared to drive
vehicle and you’re prepared to drive through a fence there’s really no escape
it’s an interesting question by the way
it’s an interesting question by the way in motorway design why nobody spotted
in motorway design why nobody spotted
in motorway design why nobody spotted this problem a proper motorway really is
this problem a proper motorway really is
this problem a proper motorway really is designed for optimal conditions what
designed for optimal conditions what
designed for optimal conditions what they forgot to include is little
they forgot to include is little
they forgot to include is little emergency exits if things go badly wrong
emergency exits if things go badly wrong
emergency exits if things go badly wrong but if we define wealth as actually the
but if we define wealth as actually the
but if we define wealth as actually the range of possible rewarding behaviors we
range of possible rewarding behaviors we
range of possible rewarding behaviors we can adopt everything becomes different
can adopt everything becomes different
can adopt everything becomes different and one of the most important
and one of the most important
and one of the most important disciplines
disciplines
disciplines once you define wealth this way is how
once you define wealth this way is how
once you define wealth this way is how well you design choice now this is a
well you design choice now this is a
well you design choice now this is a menu in a format I’ve only come across
menu in a format I’ve only come across
menu in a format I’ve only come across once in my life it was in a restaurant
once in my life it was in a restaurant
once in my life it was in a restaurant Portugal which doubles as a clown school
Portugal which doubles as a clown school
Portugal which doubles as a clown school don’t ask okay
don’t ask okay
don’t ask okay it was actually a very good meal now I
it was actually a very good meal now I
it was actually a very good meal now I personally think every restaurant meal
personally think every restaurant meal
personally think every restaurant meal should take this format as you can see
should take this format as you can see
should take this format as you can see this was taken in the era before mobile
this was taken in the era before mobile
this was taken in the era before mobile phones had very good cameras and as you
phones had very good cameras and as you
phones had very good cameras and as you can also see by the appalling focus I
can also see by the appalling focus I
can also see by the appalling focus I think it was taken after lunch I think I
think it was taken after lunch I think I
think it was taken after lunch I think I asked him to bring a menu back this is
asked him to bring a menu back this is
asked him to bring a menu back this is how it works you choose the menu Branco
how it works you choose the menu Branco
how it works you choose the menu Branco the menu and the veal sorry she wants
the menu and the veal sorry she wants
the menu and the veal sorry she wants Dora the Explorer there then there’s the
Dora the Explorer there then there’s the
Dora the Explorer there then there’s the orange one the red one or the green one
orange one the red one or the green one
orange one the red one or the green one each one is a set menu but you can
each one is a set menu but you can
each one is a set menu but you can substitute laterally any way you like
substitute laterally any way you like
substitute laterally any way you like so it offers you exactly the same amount
so it offers you exactly the same amount
so it offers you exactly the same amount of freedom as an ala carte menu one it
of freedom as an ala carte menu one it
of freedom as an ala carte menu one it makes deciding a bit easier because you
makes deciding a bit easier because you
makes deciding a bit easier because you can split into two stages which of those
can split into two stages which of those
can split into two stages which of those do I like the most is there any one
do I like the most is there any one
do I like the most is there any one thing on the say orange menu which I
thing on the say orange menu which I
thing on the say orange menu which I really don’t like the sound of maps in
really don’t like the sound of maps in
really don’t like the sound of maps in which case I’ll substitute but there’s
which case I’ll substitute but there’s
which case I’ll substitute but there’s an extra layer of information in there
an extra layer of information in there
an extra layer of information in there which is what the chef thinks works as a
which is what the chef thinks works as a
which is what the chef thinks works as a cohesive menu chef’s apparently go crazy
cohesive menu chef’s apparently go crazy
cohesive menu chef’s apparently go crazy because they know which main courses
because they know which main courses
because they know which main courses complement which starter but then they
complement which starter but then they
complement which starter but then they have to put it on a menu format which
have to put it on a menu format which
have to put it on a menu format which allows people to ride roughshod over
allows people to ride roughshod over
allows people to ride roughshod over that knowledge if you think about it you
that knowledge if you think about it you
that knowledge if you think about it you don’t go to a classical music concert
don’t go to a classical music concert
don’t go to a classical music concert and go actually I think today we’ll have
and go actually I think today we’ll have
and go actually I think today we’ll have the first movement of Schubert’s
the first movement of Schubert’s
the first movement of Schubert’s unfinished symphony and the second
unfinished symphony and the second
unfinished symphony and the second movement of Mendelssohn six or whatever
movement of Mendelssohn six or whatever
movement of Mendelssohn six or whatever okay you tend to go Mendelssohn probably
okay you tend to go Mendelssohn probably
okay you tend to go Mendelssohn probably knows his about music so we’ll
knows his about music so we’ll
knows his about music so we’ll allow him will allow him to actually set
allow him will allow him to actually set
allow him will allow him to actually set the set the agenda here but with
the set the agenda here but with
the set the agenda here but with restaurants no no we ignore the chef’s
restaurants no no we ignore the chef’s
restaurants no no we ignore the chef’s recommendations completely and we just
recommendations completely and we just
recommendations completely and we just pick things at random you’re still free
pick things at random you’re still free
pick things at random you’re still free to pick things at random if you want to
to pick things at random if you want to
to pick things at random if you want to be perverse here but you have an extra
be perverse here but you have an extra
be perverse here but you have an extra layer of information which is not
layer of information which is not
layer of information which is not freedom reducing in the slightest but I
freedom reducing in the slightest but I
freedom reducing in the slightest but I would argue it’s welfare enhancing now
would argue it’s welfare enhancing now
would argue it’s welfare enhancing now why why aren’t all menus designed like
why why aren’t all menus designed like
why why aren’t all menus designed like this there is a very strange facet of
this there is a very strange facet of
this there is a very strange facet of the human brain which is that when the
the human brain which is that when the
the human brain which is that when the choices we’re presented with are bad we
choices we’re presented with are bad we
choices we’re presented with are bad we don’t notice we seem to have evolved to
don’t notice we seem to have evolved to
don’t notice we seem to have evolved to make decisions instantaneously using
make decisions instantaneously using
make decisions instantaneously using whatever information is
whatever information is
whatever information is and something that Daniel Kahneman’s
and something that Daniel Kahneman’s
and something that Daniel Kahneman’s remarked on it’s very rare for people
remarked on it’s very rare for people
remarked on it’s very rare for people when you present them with the choice to
when you present them with the choice to
when you present them with the choice to say before I can make this decision I
say before I can make this decision I
say before I can make this decision I need more information
need more information
need more information let me give you an example driving back
let me give you an example driving back
let me give you an example driving back from deal towards Seven Oaks and
from deal towards Seven Oaks and
from deal towards Seven Oaks and Brighton is actually an incredibly
Brighton is actually an incredibly
Brighton is actually an incredibly germane audience to give you this
germane audience to give you this
germane audience to give you this example you come as you drive along the
example you come as you drive along the
example you come as you drive along the m20 towards the m25 you come to this
m20 towards the m25 you come to this
m20 towards the m25 you come to this sign now to start with the sign is
sign now to start with the sign is
sign now to start with the sign is because it relies on you knowing London
because it relies on you knowing London
because it relies on you knowing London is sign posted in both lanes Dartford
is sign posted in both lanes Dartford
is sign posted in both lanes Dartford Crossing which of course mentally as to
Crossing which of course mentally as to
Crossing which of course mentally as to the right is obviously the left-hand
the right is obviously the left-hand
the right is obviously the left-hand Lane even people in swanly don’t know
Lane even people in swanly don’t know
Lane even people in swanly don’t know whether it’s south or north of the m20
whether it’s south or north of the m20
whether it’s south or north of the m20 there is no primary route destination it
there is no primary route destination it
there is no primary route destination it should say Brighton or Gatwick or
should say Brighton or Gatwick or
should say Brighton or Gatwick or something we can actually get our head
something we can actually get our head
something we can actually get our head around so you get to that thing you’re
around so you get to that thing you’re
around so you get to that thing you’re probably tooling along at about 75 at
probably tooling along at about 75 at
probably tooling along at about 75 at that point and you go I didn’t
that point and you go I didn’t
that point and you go I didn’t really understand that sign at all now
really understand that sign at all now
really understand that sign at all now just because anybody in the audience
just because anybody in the audience
just because anybody in the audience ever missed the turn for the m25 coming
ever missed the turn for the m25 coming
ever missed the turn for the m25 coming back from Dover I’ve got about 810 fit
back from Dover I’ve got about 810 fit
back from Dover I’ve got about 810 fit no more okay you all done it right now
no more okay you all done it right now
no more okay you all done it right now if you think you’re weird this is
if you think you’re weird this is
if you think you’re weird this is Brighton and there’s large number P I
Brighton and there’s large number P I
Brighton and there’s large number P I got one person raising their hand when I
got one person raising their hand when I
got one person raising their hand when I asked the question in Johannesburg this
asked the question in Johannesburg this
asked the question in Johannesburg this is a widespread problem and after I’d
is a widespread problem and after I’d
is a widespread problem and after I’d made this mistake for the fourth time I
made this mistake for the fourth time I
made this mistake for the fourth time I finally asked the question maybe it’s
finally asked the question maybe it’s
finally asked the question maybe it’s not you it’s them so I went on Google
not you it’s them so I went on Google
not you it’s them so I went on Google Street View as you can see this is a
Street View as you can see this is a
Street View as you can see this is a screen grab from Google Street View I
screen grab from Google Street View I
screen grab from Google Street View I mean okay so you get to this time you go
mean okay so you get to this time you go
mean okay so you get to this time you go I don’t understand this what where the
I don’t understand this what where the
I don’t understand this what where the hell’s swanly what’s going on swanly is
hell’s swanly what’s going on swanly is
hell’s swanly what’s going on swanly is cheaply chiefly famous for a road rage
cheaply chiefly famous for a road rage
cheaply chiefly famous for a road rage killing rather than as a place on the
killing rather than as a place on the
killing rather than as a place on the m25 um don’t worry because hit on the
m25 um don’t worry because hit on the
m25 um don’t worry because hit on the horizon I can see another gantry you can
horizon I can see another gantry you can
horizon I can see another gantry you can just see that on the just on the horizon
just see that on the just on the horizon
just see that on the just on the horizon I will wait for the next signpost and I
I will wait for the next signpost and I
I will wait for the next signpost and I will use it to inform my choice and so
will use it to inform my choice and so
will use it to inform my choice and so you get not to worry let’s wait for the
you get not to worry let’s wait for the
you get not to worry let’s wait for the next signpost and as you approach it
next signpost and as you approach it
next signpost and as you approach it before you can read what it says
before you can read what it says
before you can read what it says so it wasn’t you it’s them and I’ve
so it wasn’t you it’s them and I’ve
so it wasn’t you it’s them and I’ve complained to the Highways Agency about
complained to the Highways Agency about
complained to the Highways Agency about this and said look by the time you can
this and said look by the time you can
this and said look by the time you can read that sign it’s too late to act on
read that sign it’s too late to act on
read that sign it’s too late to act on the information it contains frankly for
the information it contains frankly for
the information it contains frankly for all the value of that sign you might as
all the value of that sign you might as
all the value of that sign you might as well just paid instead of London inertia
well just paid instead of London inertia
well just paid instead of London inertia you might as well paint ha ha you’ve
you might as well paint ha ha you’ve
you might as well paint ha ha you’ve missed the turning you dick right and
missed the turning you dick right and
missed the turning you dick right and you know the strange thing was and this
you know the strange thing was and this
you know the strange thing was and this is what automatic I think something
is what automatic I think something
is what automatic I think something about the evolved brain it was only
about the evolved brain it was only
about the evolved brain it was only after I’ve made the mistake repeatedly
after I’ve made the mistake repeatedly
after I’ve made the mistake repeatedly and I suddenly realized holding you on
and I suddenly realized holding you on
and I suddenly realized holding you on the habit of missing motorway exits
the habit of missing motorway exits
the habit of missing motorway exits everywhere you go what’s so special
everywhere you go what’s so special
everywhere you go what’s so special about this one that I finally discovered
about this one that I finally discovered
about this one that I finally discovered how unbelievably mind-blowing Lee
how unbelievably mind-blowing Lee
how unbelievably mind-blowing Lee actually not only stupid but dangerous
actually not only stupid but dangerous
actually not only stupid but dangerous that is but in a certain percentage of
that is but in a certain percentage of
that is but in a certain percentage of people um then swerve across the stripy
people um then swerve across the stripy
people um then swerve across the stripy bit into the path of oncoming traffic
bit into the path of oncoming traffic
bit into the path of oncoming traffic but we didn’t notice that there was
but we didn’t notice that there was
but we didn’t notice that there was something wrong we just made a bad
something wrong we just made a bad
something wrong we just made a bad decision and I think that’s true but a
decision and I think that’s true but a
decision and I think that’s true but a lot of choice architecture I’m gonna be
lot of choice architecture I’m gonna be
lot of choice architecture I’m gonna be myself unpopular you may be myself
myself unpopular you may be myself
myself unpopular you may be myself unpopular twice in this talk once at the
unpopular twice in this talk once at the
unpopular twice in this talk once at the end when I suggest that baking programs
end when I suggest that baking programs
end when I suggest that baking programs should be banned for two years because
should be banned for two years because
should be banned for two years because they’re stupid I do okay right okay
they’re stupid I do okay right okay
they’re stupid I do okay right okay sorry
sorry
sorry there is minority support for that
there is minority support for that
there is minority support for that anyway um and the second one when I
anyway um and the second one when I
anyway um and the second one when I suggest that wine as a drink is
suggest that wine as a drink is
suggest that wine as a drink is overrated whoo okay basically there is
overrated whoo okay basically there is
overrated whoo okay basically there is never a situation where white wine is
never a situation where white wine is
never a situation where white wine is nicer than a gin and tonic we’re just
nicer than a gin and tonic we’re just
nicer than a gin and tonic we’re just pretending okay just pretentious
pretending okay just pretentious
pretending okay just pretentious middle-class toss you know it’s like The
middle-class toss you know it’s like The
middle-class toss you know it’s like The Princess and the pea you claim you care
Princess and the pea you claim you care
Princess and the pea you claim you care about these totally irrelevant
about these totally irrelevant
about these totally irrelevant distinctions it’s also massively
distinctions it’s also massively
distinctions it’s also massively inconsistent wine when you think about
inconsistent wine when you think about
inconsistent wine when you think about it if I opened a bottle of cornflakes
it if I opened a bottle of cornflakes
it if I opened a bottle of cornflakes and they were all soggy and black I rang
and they were all soggy and black I rang
and they were all soggy and black I rang up the Kellogg’s company they said
up the Kellogg’s company they said
up the Kellogg’s company they said oh that’s the 2016 cornflake we had
oh that’s the 2016 cornflake we had
oh that’s the 2016 cornflake we had slightly late rainfall
I would not go marvelous kellogg’s let
I would not go marvelous kellogg’s let me try and notice some of the exciting
me try and notice some of the exciting
me try and notice some of the exciting new taste features I’d go sort your
new taste features I’d go sort your
new taste features I’d go sort your act out Helens okay I want the
act out Helens okay I want the
act out Helens okay I want the third bloody box to taste like the first
third bloody box to taste like the first
third bloody box to taste like the first but with wine then Adela it’s perfectly
but with wine then Adela it’s perfectly
but with wine then Adela it’s perfectly acceptable to have absolutely no quality
acceptable to have absolutely no quality
acceptable to have absolutely no quality control whatsoever okay now when you go
control whatsoever okay now when you go
control whatsoever okay now when you go into a restaurant what happens you are
into a restaurant what happens you are
into a restaurant what happens you are effectively manipulated to buy wine
effectively manipulated to buy wine
effectively manipulated to buy wine first of all there are wine glasses on
first of all there are wine glasses on
first of all there are wine glasses on the table we found that if you remove
the table we found that if you remove
the table we found that if you remove these wine consumption goes down
these wine consumption goes down
these wine consumption goes down secondly you’re handed a drinks list
secondly you’re handed a drinks list
secondly you’re handed a drinks list which is not called a drinks this it’s
which is not called a drinks this it’s
which is not called a drinks this it’s called the wine list right now that
called the wine list right now that
called the wine list right now that contains in choice architecture about
contains in choice architecture about
contains in choice architecture about four pages of totally unnecessary
four pages of totally unnecessary
four pages of totally unnecessary variety of red and white wine of various
variety of red and white wine of various
variety of red and white wine of various price points and then a small laminated
price points and then a small laminated
price points and then a small laminated page at the back for the deviants and
page at the back for the deviants and
page at the back for the deviants and perverts who want to drink an alcoholic
perverts who want to drink an alcoholic
perverts who want to drink an alcoholic drink from a country that’s actually
drink from a country that’s actually
drink from a country that’s actually mastered the technology required for
mastered the technology required for
mastered the technology required for brewing or distillation and then what
brewing or distillation and then what
brewing or distillation and then what happens even clever a still they then
happens even clever a still they then
happens even clever a still they then pass the wine list to one person now
pass the wine list to one person now
pass the wine list to one person now there’s only one alcoholic drink you can
there’s only one alcoholic drink you can
there’s only one alcoholic drink you can share among a whole table of people so
share among a whole table of people so
share among a whole table of people so the second that guy says red or white
the second that guy says red or white
the second that guy says red or white it’s game over for the gin drinkers
it’s game over for the gin drinkers
it’s game over for the gin drinkers you’ve basically been bullied in the
you’ve basically been bullied in the
you’ve basically been bullied in the position but you never object the choice
position but you never object the choice
position but you never object the choice architecture of ordering wine in a
architecture of ordering wine in a
architecture of ordering wine in a restaurant is basically the same as that
restaurant is basically the same as that
restaurant is basically the same as that you find on the m20 we don’t notice when
you find on the m20 we don’t notice when
you find on the m20 we don’t notice when our choices are presented in a choice
our choices are presented in a choice
our choices are presented in a choice limiting way this is an airline website
limiting way this is an airline website
limiting way this is an airline website notice it asks you what class of tickets
notice it asks you what class of tickets
notice it asks you what class of tickets you want before you know the price
you want before you know the price
you want before you know the price difference it’s a totally stupid point
difference it’s a totally stupid point
difference it’s a totally stupid point to ask that question patently if it’s 20
to ask that question patently if it’s 20
to ask that question patently if it’s 20 quid more to go in Premium Economy I’m
quid more to go in Premium Economy I’m
quid more to go in Premium Economy I’m on if it’s 2,000 I’m not you cannot ask
on if it’s 2,000 I’m not you cannot ask
on if it’s 2,000 I’m not you cannot ask that answer that question at that point
that answer that question at that point
that answer that question at that point on the website nonetheless they ask it
on the website nonetheless they ask it
on the website nonetheless they ask it and we make our best stab at it okay we
and we make our best stab at it okay we
and we make our best stab at it okay we don’t notice when choice architectures
don’t notice when choice architectures
don’t notice when choice architectures bad so by improving choice architecture
bad so by improving choice architecture
bad so by improving choice architecture we can increase human wealth without
we can increase human wealth without
we can increase human wealth without increasing human consumption this is a
increasing human consumption this is a
increasing human consumption this is a beautiful example by the way the Accardo
beautiful example by the way the Accardo
beautiful example by the way the Accardo green van which gets people to choose
green van which gets people to choose
green van which gets people to choose are mentally friendly thing without
are mentally friendly thing without
are mentally friendly thing without offering them a financial incentive it
offering them a financial incentive it
offering them a financial incentive it just makes the van green our son Ricardo
just makes the van green our son Ricardo
just makes the van green our son Ricardo how well does it work he said I’m not
how well does it work he said I’m not
how well does it work he said I’m not allowed to tell you I said go on give me
allowed to tell you I said go on give me
allowed to tell you I said go on give me a clue he said let me just say this you
a clue he said let me just say this you
a clue he said let me just say this you wouldn’t believe it changes to choice
wouldn’t believe it changes to choice
wouldn’t believe it changes to choice can solve massive problems the delayed
can solve massive problems the delayed
can solve massive problems the delayed prescription reduces unnecessary
prescription reduces unnecessary
prescription reduces unnecessary prescriptions of antibiotics by a
prescriptions of antibiotics by a
prescriptions of antibiotics by a significant factor the patient leaves
significant factor the patient leaves
significant factor the patient leaves the doctor perfectly happy because
the doctor perfectly happy because
the doctor perfectly happy because they’ve got a bit of paper in their hand
they’ve got a bit of paper in their hand
they’ve got a bit of paper in their hand it’s post dated to Friday most of them
it’s post dated to Friday most of them
it’s post dated to Friday most of them never go and cash it in because they’re
never go and cash it in because they’re
never go and cash it in because they’re feeling better by then
feeling better by then
feeling better by then and basically once we’re feeling better
and basically once we’re feeling better
and basically once we’re feeling better we’re over any need for medicine once we
we’re over any need for medicine once we
we’re over any need for medicine once we start on the up okay if you give people
start on the up okay if you give people
start on the up okay if you give people a prescription and say don’t take it in
a prescription and say don’t take it in
a prescription and say don’t take it in for three days time what they actually
for three days time what they actually
for three days time what they actually do is they go they walk out they walk
do is they go they walk out they walk
do is they go they walk out they walk past boots on the way back to the car
past boots on the way back to the car
past boots on the way back to the car they might as well cash this in now they
they might as well cash this in now they
they might as well cash this in now they paid eight quid for the antibiotics so
paid eight quid for the antibiotics so
paid eight quid for the antibiotics so sunk cost bias are paid for these
sunk cost bias are paid for these
sunk cost bias are paid for these buggers so I might as well take them
buggers so I might as well take them
buggers so I might as well take them that reduces but I think about a factor
that reduces but I think about a factor
that reduces but I think about a factor of three the level of unnecessary
of three the level of unnecessary
of three the level of unnecessary consumption of antibiotics if you want a
consumption of antibiotics if you want a
consumption of antibiotics if you want a big economic one rather than a health
big economic one rather than a health
big economic one rather than a health benefit one that is the old Tube map
benefit one that is the old Tube map
benefit one that is the old Tube map when I moved to London this is the new
when I moved to London this is the new
when I moved to London this is the new Tube map and it includes what young
Tube map and it includes what young
Tube map and it includes what young people call the ginger line which is the
people call the ginger line which is the
people call the ginger line which is the overground now what most of you haven’t
overground now what most of you haven’t
overground now what most of you haven’t if you’ve used the ginger line or the
if you’ve used the ginger line or the
if you’ve used the ginger line or the overground a fairly significant group
overground a fairly significant group
overground a fairly significant group actually what you may not know is that
actually what you may not know is that
actually what you may not know is that ninety five percent of that line already
ninety five percent of that line already
ninety five percent of that line already existed when I moved to London it was
existed when I moved to London it was
existed when I moved to London it was called silver link Metro was operated by
called silver link Metro was operated by
called silver link Metro was operated by rail companies when they took it over
rail companies when they took it over
rail companies when they took it over yes they made the trains a bit nicer and
yes they made the trains a bit nicer and
yes they made the trains a bit nicer and more frequent yes they lit the station’s
more frequent yes they lit the station’s
more frequent yes they lit the station’s better the most important thing they did
better the most important thing they did
better the most important thing they did was they added it to the map I would
was they added it to the map I would
was they added it to the map I would argue by adding it to the Tube map they
argue by adding it to the Tube map they
argue by adding it to the Tube map they created something like six to eight
created something like six to eight
created something like six to eight billion of infrastructure value at a
billion of infrastructure value at a
billion of infrastructure value at a cost of some ink how do I know that
cost of some ink how do I know that
cost of some ink how do I know that because although these trains had been
because although these trains had been
because although these trains had been running for years when it appeared on
running for years when it appeared on
running for years when it appeared on the Tube map usage of those lines went
the Tube map usage of those lines went
the Tube map usage of those lines went up by 400% in one month alone the reason
up by 400% in one month alone the reason
up by 400% in one month alone the reason people weren’t using the infrastructure
people weren’t using the infrastructure
people weren’t using the infrastructure wasn’t because it didn’t exist it’s
wasn’t because it didn’t exist it’s
wasn’t because it didn’t exist it’s because it wasn’t mentally
because it wasn’t mentally
because it wasn’t mentally guessable it wasn’t an accessible choice
guessable it wasn’t an accessible choice
guessable it wasn’t an accessible choice creating choice creates wealth you don’t
creating choice creates wealth you don’t
creating choice creates wealth you don’t need to build a damn thing and so here’s
need to build a damn thing and so here’s
need to build a damn thing and so here’s my kind of idea at the end of all this
my kind of idea at the end of all this
my kind of idea at the end of all this which I call the libertarian
which I call the libertarian
which I call the libertarian intervention now this is I think a
intervention now this is I think a
intervention now this is I think a beautiful example from public health
beautiful example from public health
beautiful example from public health England of a libertarian intervention
England of a libertarian intervention
England of a libertarian intervention it’s difficult to stop smoking because
it’s difficult to stop smoking because
it’s difficult to stop smoking because doing it on your own is hard if you can
doing it on your own is hard if you can
doing it on your own is hard if you can just encourage large groups of people to
just encourage large groups of people to
just encourage large groups of people to do the same thing simultaneously a
do the same thing simultaneously a
do the same thing simultaneously a choice which was difficult becomes
choice which was difficult becomes
choice which was difficult becomes significantly easier you are five times
significantly easier you are five times
significantly easier you are five times more likely to quit for good if you do
more likely to quit for good if you do
more likely to quit for good if you do it in that October period when you’ve
it in that October period when you’ve
it in that October period when you’ve got quite a lot of support from other
got quite a lot of support from other
got quite a lot of support from other people who are trying the same thing
people who are trying the same thing
people who are trying the same thing where there’s a limited target it’s just
where there’s a limited target it’s just
where there’s a limited target it’s just really well-designed choice so my
really well-designed choice so my
really well-designed choice so my question is what else can we do let’s
question is what else can we do let’s
question is what else can we do let’s look for hundreds it’s easy it’s
look for hundreds it’s easy it’s
look for hundreds it’s easy it’s inexpensive and it can be fantastic I’ll
inexpensive and it can be fantastic I’ll
inexpensive and it can be fantastic I’ll go back today to a town called Seven
go back today to a town called Seven
go back today to a town called Seven Oaks where you get off the train and
Oaks where you get off the train and
Oaks where you get off the train and basically it’s a commuter town and yet
basically it’s a commuter town and yet
basically it’s a commuter town and yet all the shops which complain massively
all the shops which complain massively
all the shops which complain massively that everybody is always going to
that everybody is always going to
that everybody is always going to out-of-town shops they close at 5:30
out-of-town shops they close at 5:30
out-of-town shops they close at 5:30 around 6 o’clock something like 10,000
around 6 o’clock something like 10,000
around 6 o’clock something like 10,000 people with muddy disgorged themselves
people with muddy disgorged themselves
people with muddy disgorged themselves into Seven Oaks to find all the shops
into Seven Oaks to find all the shops
into Seven Oaks to find all the shops closed why do they not stay open later
closed why do they not stay open later
closed why do they not stay open later and open later it’s because it’s one of
and open later it’s because it’s one of
and open later it’s because it’s one of those coordination problems if you’re
those coordination problems if you’re
those coordination problems if you’re the only shop to do it it makes no
the only shop to do it it makes no
the only shop to do it it makes no difference to you it’s something which
difference to you it’s something which
difference to you it’s something which can either be done simultaneously or not
can either be done simultaneously or not
can either be done simultaneously or not at all and that’s where libertarianism
at all and that’s where libertarianism
at all and that’s where libertarianism falls down in fact it falls down on
falls down in fact it falls down on
falls down in fact it falls down on coordination issues if you’re a hardcore
coordination issues if you’re a hardcore
coordination issues if you’re a hardcore libertarian I guess you’d say I
libertarian I guess you’d say I
libertarian I guess you’d say I disapprove of painted lines in the car
disapprove of painted lines in the car
disapprove of painted lines in the car park because it interferes with my
park because it interferes with my
park because it interferes with my rights to park at the diagonal but by
rights to park at the diagonal but by
rights to park at the diagonal but by and large you need someone to paint
and large you need someone to paint
and large you need someone to paint lines in the car park so in the United
lines in the car park so in the United
lines in the car park so in the United States 40% of people took no vacation at
States 40% of people took no vacation at
States 40% of people took no vacation at all
all
all in 2014 the reason is if you ask people
in 2014 the reason is if you ask people
in 2014 the reason is if you ask people most Americans would prefer to have less
most Americans would prefer to have less
most Americans would prefer to have less salary and more vacation if you think
salary and more vacation if you think
salary and more vacation if you think about you could double American vacation
about you could double American vacation
about you could double American vacation allowance from two weeks to four with
allowance from two weeks to four with
allowance from two weeks to four with just a four percent pay cut so people
just a four percent pay cut so people
just a four percent pay cut so people want vacation why do they not do it well
want vacation why do they not do it well
want vacation why do they not do it well in economic theory they just choose
in economic theory they just choose
in economic theory they just choose the perfect balance between leisure and
the perfect balance between leisure and
the perfect balance between leisure and money in reality how hard should you
money in reality how hard should you
money in reality how hard should you work if you’re in an office and there’s
work if you’re in an office and there’s
work if you’re in an office and there’s only one game theoretic answer that
only one game theoretic answer that
only one game theoretic answer that which is a bit harder than the bugger
which is a bit harder than the bugger
which is a bit harder than the bugger next year so it creates an arms race
next year so it creates an arms race
next year so it creates an arms race I’ve tried to do this at Ogilvy I
I’ve tried to do this at Ogilvy I
I’ve tried to do this at Ogilvy I haven’t succeeded yet every time we
haven’t succeeded yet every time we
haven’t succeeded yet every time we offer someone a pay rise we should be
offer someone a pay rise we should be
offer someone a pay rise we should be mandated to say you can either take this
mandated to say you can either take this
mandated to say you can either take this all as money or you can take it as half
all as money or you can take it as half
all as money or you can take it as half money half holiday to create a choice
money half holiday to create a choice
money half holiday to create a choice where practically for reasons of social
where practically for reasons of social
where practically for reasons of social norming none existed before stock Tober
norming none existed before stock Tober
norming none existed before stock Tober let’s steal from that idea doing your
let’s steal from that idea doing your
let’s steal from that idea doing your finances is really boring
finances is really boring
finances is really boring okay let’s create an extra bank holiday
okay let’s create an extra bank holiday
okay let’s create an extra bank holiday and call it national sort your financial
and call it national sort your financial
and call it national sort your financial at weekend
at weekend
at weekend there can be intensive advertising of
there can be intensive advertising of
there can be intensive advertising of financial products and you will create
financial products and you will create
financial products and you will create conversation around pensions the rest of
conversation around pensions the rest of
conversation around pensions the rest of the air if you mentioned pensions people
the air if you mentioned pensions people
the air if you mentioned pensions people will quite rightly shun you as the most
will quite rightly shun you as the most
will quite rightly shun you as the most boring person in the room on that one
boring person in the room on that one
boring person in the room on that one weekend it’s kind of start Tober like on
weekend it’s kind of start Tober like on
weekend it’s kind of start Tober like on that one weekend it’s okay to discuss
that one weekend it’s okay to discuss
that one weekend it’s okay to discuss those things we create a little
those things we create a little
those things we create a little coordinated burst when higher education
coordinated burst when higher education
coordinated burst when higher education expanded I would argue we sort of
expanded I would argue we sort of
expanded I would argue we sort of reduced choice everybody was table
reduced choice everybody was table
reduced choice everybody was table they’re more places at further education
they’re more places at further education
they’re more places at further education the problem was is now you put a badge
the problem was is now you put a badge
the problem was is now you put a badge over someone who didn’t go to university
over someone who didn’t go to university
over someone who didn’t go to university when it was twenty percent of people who
when it was twenty percent of people who
when it was twenty percent of people who went to university not going to
went to university not going to
went to university not going to university didn’t have much significance
university didn’t have much significance
university didn’t have much significance now you’re one of the people who hasn’t
now you’re one of the people who hasn’t
now you’re one of the people who hasn’t got a degree
got a degree
got a degree if you reserve twenty percent of places
if you reserve twenty percent of places
if you reserve twenty percent of places for people over 30 it becomes a
for people over 30 it becomes a
for people over 30 it becomes a perfectly acceptable decision to make
perfectly acceptable decision to make
perfectly acceptable decision to make socially to say I’ve decided to defer it
socially to say I’ve decided to defer it
socially to say I’ve decided to defer it I’d rather get a job first and go and do
I’d rather get a job first and go and do
I’d rather get a job first and go and do something well I’m a bit older anything
something well I’m a bit older anything
something well I’m a bit older anything that creates makes a choice socially
that creates makes a choice socially
that creates makes a choice socially possible is I would argue wealth
possible is I would argue wealth
possible is I would argue wealth creating and if we look at wealth that
creating and if we look at wealth that
creating and if we look at wealth that way we’ll do things differently and
way we’ll do things differently and
way we’ll do things differently and we’ll also ban bakery programs let me
we’ll also ban bakery programs let me
we’ll also ban bakery programs let me explain why they set the bar too high if
explain why they set the bar too high if
explain why they set the bar too high if you go home this evening and you order a
you go home this evening and you order a
you go home this evening and you order a pizza from Pizza Hut or Domino’s and a
pizza from Pizza Hut or Domino’s and a
pizza from Pizza Hut or Domino’s and a six-pack of beer you will have a time
six-pack of beer you will have a time
six-pack of beer you will have a time which is 95 percent as enjoyable as if
which is 95 percent as enjoyable as if
which is 95 percent as enjoyable as if you start
you start
you start some three-tier insane creation with
some three-tier insane creation with
some three-tier insane creation with homemade profiteroles okay but because
homemade profiteroles okay but because
homemade profiteroles okay but because the competitive bar is set
the competitive bar is set
the competitive bar is set unrealistically high what actually
unrealistically high what actually
unrealistically high what actually happens is people have dinner parties
happens is people have dinner parties
happens is people have dinner parties too infrequently because the price of
too infrequently because the price of
too infrequently because the price of failure is just too high so deliberate
failure is just too high so deliberate
failure is just too high so deliberate Slaven ization of the country in terms
Slaven ization of the country in terms
Slaven ization of the country in terms of its eating habits would actually be a
of its eating habits would actually be a
of its eating habits would actually be a social boom again it’s a libertarian
social boom again it’s a libertarian
social boom again it’s a libertarian invention go and invent some of your own
invention go and invent some of your own
invention go and invent some of your own thank you very much indeed
thank you very much indeed
thank you very much indeed [Applause]
”
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