Great day in Chicago today with the folks from Brainjuicer, Microsoft and Ogilvy exploring BE and marketing from lots of different angles.
Great to see old friends, not least the Chief Juicer himself (who managed to keep his trousers/pants on all day which the link reveals is a novelty nowadays), my co-author Alex who's over here at Northwestern hanging out with the NICO guys, Carol Oman from Kraft and Graceann Bennett (who's running the Ogilvy planning thing here).
We shared some stuff from the new book which seemed to go down really well – the simplicity of the model at the heart of the book really seems to engage people.
Couple of things struck me: first, how radically the conversation has shifted here in just a few years: when I first presented on it in the city way back in 2005-6, few folk were prepared to give it the time of day but now the BE agenda is no longer wierd and marginal; it's something worth enough for 100 execs tospend the day thinking and arguing about and examining what the insights bring to our practices and techniques. Of course, you'll find me qvetching about the fact that too much of the conversation is still around individual cognitive quirks and not enough about the social stuff that really makes the world go round, but that doesn't mean I'm not big supporter.
Second, that events like this that are gold-dust – the fact that Brainjuicer keep putting them on around the world, collaborating with different clients and creative agencies is an enormous credit to them. The events are free to attend and nobody gets paid – we're all here for the conversation and the stimulation.
Third, that one of my dreams has now been realised: we have now cloned Rory Sutherland. Not only can he exist in two timezones (a live Rorcast sufficed today)…
…as you can see, we had to blow him up to giant size in order to make the matter-transporter work (or has he just been down to the Cinnamon Club a few times recently?)
But why settle for one Rory when you can 3 supersized Rory's as here
3 times the fabulousness, indeed.
All hail the chubby Welshmen! Nobody has done more to promote the new behavioural and cognitive sciences that our man Rory.