This week Rory Sutherland takes an optimistic approach and argues that AI is not the danger we make it out to be and that through behavioural science and experimentation, marketers can successfully embrace uncertainty. 

In my view the biggest threat to business in 2024 isn’t AI, the headwinds of the global economy or even the inept policies of self interested politicians - it’s an increasingly prevalent toxic business culture of stubborn conservatism, rationalist reductionism and a fanciful notion that there’s always a quantifiable right or wrong answer to a business challenge.

Though I may be susceptible to the occasional bout of grumpiness, (common in men of my age, sadly), I am fundamentally an optimist. I believe that many of today’s challenges can be successfully addressed if we give people the mandate, space and time to think, explore and experiment. Marketing and marketers can lead the way and regain their reputation as the principal growth driver of business.

So embrace uncertainty. Turn a problem on its head. Take the lead on AI and think about the upside it could have on your business. Dare to challenge conventional wisdom. Do the opposite of what everyone else is doing (remember the opposite of a good idea can be a good idea). Take a calculated risk. But most of all, allow yourself to ask ‘why?’ You’re probably a better problem solver than you think.

If you’re ready to begin your behavioural science journey and want to solve problems more creatively and effectively, why not sign up for this July’s intake of MAD//Masters By Rory Sutherland? I’ve packed the online course with content, exercises and hints to help you be less wrong than your competitors and thrive in an interesting and distinctive way. Sign up today using the link below for £1295 and get a free MAD//Fest London ticket where I’ll be hosting a ‘Lunch and Learn’ session and we get to meet in-person.

BOOK MAD//MASTERS + BECOME A BETTER PROBLEM SOLVER

What can you do?
Marketing and marketers can lead the way and regain their reputation as the principal growth driver of business.
So embrace uncertainty.
Turn a problem on its head.
Take the lead on AI and think about the upside it could have on your business.
Dare to challenge conventional wisdom.
Do the opposite of what everyone else is doing (remember the opposite of a good idea can be a good idea).
Take a calculated risk.
But most of all, allow yourself to ask ‘why?’
You’re probably a better problem solver than you think.

SECURE YOUR MAD//MASTERS BY RORY SUTHERLAND PLACE FOR £1295

How can MAD//Masters By Rory Sutherland help?
If you’re ready to begin your behavioural science journey and want to solve problems more creatively and effectively, why not REGISTER TODAY for this July’s intake of MAD//Masters By Rory Sutherland?

I’ve packed the online course with CPD-ACCREDITED CONTENT, exercises and hints to help you be less wrong than your competitors and thrive in an interesting and distinctive way. And unlike your average online course, we get to meet In Real Life too.

SIGN UP HERE TODAY for £1295 and get a free MAD//Fest London ticket (worth £895) where I’ll be hosting a ‘Lunch and Learn’ session. Now that’s a deal not to be missed!