Jul 16, 2017

The Sutherland Heuristic

Speaking of government nudging, Ogilvy Vice Chairman Rory Sutherland says:
"Essentially, you should try persuasion first, bribery second, and legislation third. 
"What tends to happen in government, because it's their natural mode of approach, is they tend to use legislation first before they've even tried persuasion. The point is that legislation is a blunter instrument than persuasion. 
"One of the beautiful attributes of persuasion is people can always give a good reason and choose not to be persuaded. No reputational or other costs are incurred so long as your reason for opting out is generally acceptable."
Source: "Things to Hang on Your Mental Mug Tree," Edge.org

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