Steal From Adjacent Fields, Not Your Own

"One of the things I’ve learnt from him is the most interesting shit that’s happening in any field is not in any field, it’s actually in the interplay between different fields."

"“Marketers still use simplistic models of human nature that remain uninformed by the past twenty years of research into human nature — research by evolutionary anthropologists, evolutionary biologists and evolutionary psychologists … as a result, they don’t have access to a good map of the human mind, or of the brave new semiotic world in which it dwells. What marketers need is Darwin.”"

"The advice I would give to anybody is to be good at two things, not one, know about two things rather than one, and if possible make the two things overlap a bit."

"our models of human behaviour and persuasion are so pathetically shallow and make no attempt to place our discipline within any evidence-based scientific framework. “Rather like astrologers,”I said, quoting my colleague Alasdair Graham: “we use a language which is convincing to fellow converts but sounds suspiciously like bollocks to anyone else.”"