bobt - thinking fast

MACEMM

Fast : System 1

2+2 =

Slow : System 2

157 x 24 =

Slow is alright

Steve’s Law

The Guttenberg Principle

$0.00

$10,000,000.00

$20,000,000.00

$30,000,000.00

$40,000,000.00

$50,000,000.00

$60,000,000.00

$70,000,000.00

$80,000,000.00

$90,000,000.00

Police Academy

Police Academy 2: Their First Assignment

Police Academy 3: Back in Training

Police Academy 4: Citizens on Patrol

Police Academy 5: Assignment: Miami Beach

Police Academy 6: City Under Siege

Police Academy 7: Mission to Moscow

http://www.the-numbers.com/movies/series/PoliceAcademy.phpData Source:

U.S

. T

ota

l G

ross (

$)

Data Source: http://www.the-numbers.com/people/directors/SSPIE.php

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

The Sugarland Express

Jaws

Close Encounters of the Third Kind

1941

Raiders of the Lost Ark

ET: The Extra-Terrestrial

Twilight Zone: The Movie

Indiana Jones and the Temple of Doom

The Color Purple

Empire of the Sun

Always

Indiana Jones and the Last Crusade

Hook

Schindler's List

Jurassic Park

Amistad

The Lost World: Jurassic Park

Saving Private Ryan

Artificial Intelligence: AI

Catch Me if You Can

Minority Report

The Terminal

Munich

The War of the Worlds

Indiana Jones and the Kingdom of the Crystal Skull

War Horse

The Adventures of Tintin

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000

The Spielberg Principle

U.S

. T

ota

l G

ross (

$)

Films directed in date ascending order

Fast can be better

We’re scared

We rationalise

So we play it safe

Testing can prevent the bad

The safe option

Lunch Food

Satisfices

Easy

Low Risk

It prevents disasters

But may prevent successes

We create this comfort zone

If we always did this

We’d prevent the good

“Learn by doing, and by falling over”

“It is possible that pre-testing versus judgment is the greatestunresolved advertising dilemma?”

Sometimes we just know

Don’t let slow stand in the way…

THINK