A simple, and wonderfully frank talk by Dave Trott at APG in the UK regarding the art of persuasion.
Everything from freud to Husserl, all mixed in with some football references.
“Never assume an ad will be noticed”
“Behavioural economics is about moving questions upstream enough to find out how we can solve business problems with a really great idea.”
“Insight doesn’t sell, an idea does. An idea based on insight.”
For a longer version –>