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new economics and planning what can we learn from contemporary economic thinking?

New Economics and Planning

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Presentation about what ad agencies can learn from new economic thinkers.

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Page 1: New Economics and Planning

new economics and planning

what can we learn from contemporary economic thinking?

Page 2: New Economics and Planning

Paul Feldwick –planning legend

Tyler Cowen –economist, author of Discover Your Inner Economist

Page 3: New Economics and Planning

John Quelch –author of Greater Good: How Good Marketing Makes for Better Democracy

Eamonn Butler –Author of The Best Book on the Market:How to Stop Worrying and Love the Free Economy

Page 4: New Economics and Planning

Nassim Nicholas Taleb –trader, philosophical economist and author of The Black Swan

Page 5: New Economics and Planning

what is ‘new’economics?

movement began in Paris, 2000 –against the ‘autistic’ orthodoxyof economics – anti-neoclassicism

Page 6: New Economics and Planning

a paradigm shift in the ‘dismal science’

• complex contemporary economic debates cannot be ‘solved’ with maths alone

• pluralistic rather than dogmatic in approach

• a focus on the real rather than the imaginary / theoretical

Page 7: New Economics and Planning

We no longer want to have this

autistic scienceimposed on us.

Page 8: New Economics and Planning

‘Economics is monopolised by a single approach to the explanation and analysis of

economic phenomena…

Page 9: New Economics and Planning

‘At the heart of this approach lies a

commitment to formal modes of reasoning that

must be employed for research to be

considered valid’

Page 10: New Economics and Planning

the myth of rational man

And rational organisations – belief in the rational is in itself irrationalFeldwick, Poe

Page 11: New Economics and Planning

How do you start a fire under a wet blanket?

Page 12: New Economics and Planning

‘fit your theory onto a postcard’

Page 13: New Economics and Planning

post-autistic economics

Page 14: New Economics and Planning

How many economists does it take to change a lightbulb?

Two: One to change the bulb and one to assume the existence of a ladder

Eight: One to screw in the light bulb and seven to hold everything else constant

None: They are all waiting for an invisible hand

Page 15: New Economics and Planning

postmodernism

Michel Foucault

Jacques Derrida >

Page 16: New Economics and Planning

‘I actually think there is a small chance one could bin the 60% of advertising thinking which is essentially crap (especially that based around the idea of persuasion), and replace it with material from Post-Autistic Economics. By doing so, you could create an extraordinary business.’

- Rory Sutherland

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Will Computers ReallyDecentralisethe Economy?

‘It is a ubiquitous assumption of the technorati that future advances in computer technology will further decentralize advanced economies. But this assumption is probably autistic, and the reality a lot more complicated.’

Ian Fletcher

Page 19: New Economics and Planning

nassimnicholas taleb

The Black Swan: The Impact of the Highly Improbable

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mediocristan or extremistan?

shattering the bell curve embrace power law

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embrace failure

Page 29: New Economics and Planning

‘maximise serendipity’

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take risks

Page 31: New Economics and Planning

there’s more to come …