Behavioural Insights
and Radical Innovation
CBS Public-Private Platform – May, 18
Mikkel Brok-Kristensen: [email protected]
R E D
A S S O C I A T E S
Copenhagen & New York
At ReD, we put a deep
understanding of real people
back at the center of
business decision-making.
Our teams solve some of
today’s hardest problems.
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We believe in the value of being
there, observing and
understanding
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Jealous / annoyed
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Behavioural
Economics
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It is making basic sense
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≠
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It gives a simple starting point: rules
Halo effect
Loss aversion
Framing effect
Endowment effect
Social proof
Optimism bias
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ie. people tend to avoid the largest
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Potential for
radical
innovation?