Marketers and commercial leaders should avoid getting carried away with being brave and focus on taking intelligent risks instead, according to Ogilvy Vice-chair Rory Sutherland.

Speaking ahead of this November’s MAD//Masters By Rory Sutherland course, Sutherland says: “I don’t buy the notion that great marketing and advertising is all about being brave. Magic happens when people take intelligent risks and there's a difference between this and bravery.

“Now clearly you can take really dumb risks. Although it’s possibly a brave thing to do, taking a shortcut across the M4 whilst blind drunk after the office Christmas party is clearly a bad idea. Going with your instinct to defy Google Maps’ insistence that you should take the Northern Line home at pub kicking out and hopping on a bus instead is the kind of calculated risk that’s probably worth taking. And the best thing about taking intelligent risks? The more you do it, the better you’ll get at it.”

Featuring 12 CPD-accredited on-demand lectures (click here for the modules), live virtual seminars hosted by Rory, an optional assessment featuring video feedback and an in-person meetup at MAD//Fest London (2-4 July), MAD//Masters has been created to help marketing, commercial and business leaders to think differently, take a new perspective on challenges, and gain competitive through the application of behavioural science and creativity.

Click here to secure your place for just £995 + VAT and get a complimentary ticket to MAD//Fest London worth £650.