Rory Sutherland, Ogilvy & Mather UK: Economists should think like biologists

Students at business schools should think like biologists, according to acknowledged advertising authority Rory Sutherland of Ogilvy & Mather UK. Conventional economic theory is extraordinarily narrow, blind to ethics, psychology, path-dependence and to marketing. Adopting aspects of evolutionary biology, psychology and behavioural science will create binocular vision and a different way of looking at problems. Rory Sutherland was a guest speaker at the Cambridge Leadership Seminars at Cambridge Judge Business School.