It turns out much of the stuff you learned in business school is wrong.

Because business school is all about Mr Spock logic and the fantasy that you can do a spreadsheet model to accurately predict people’s behaviour.

This week I co-interviewed Ogilvy UK Vice-Chairman Rory Sutherland, behavioural economist and author of Alchemy. He and his team study how customers really behave when it's time to pull out their wallets. 

It’s essential knowledge for anyone who needs to change human behavior. And that’s really all business is about. Getting customers, staff, investors and the rest to change their behavior is the hardest thing there is. If you can do that, you win, because everything else is just admin.