Download - BoBT - Thinking Fast
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MACEMM
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Fast : System 1
2+2 =
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Slow : System 2
157 x 24 =
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Slow is alright
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Steve’s Law
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The Guttenberg Principle
$0.00
$10,000,000.00
$20,000,000.00
$30,000,000.00
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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
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ross (
$)
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Data Source: http://www.the-numbers.com/people/directors/SSPIE.php
0
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100,000,000
150,000,000
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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
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ota
l G
ross (
$)
Films directed in date ascending order
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Fast can be better
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We’re scared
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We rationalise
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So we play it safe
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Testing can prevent the bad
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The safe option
Lunch Food
Satisfices
Easy
Low Risk
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It prevents disasters
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But may prevent successes
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We create this comfort zone
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If we always did this
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We’d prevent the good
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“Learn by doing, and by falling over”
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“It is possible that pre-testing versus judgment is the greatestunresolved advertising dilemma?”
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Sometimes we just know
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Don’t let slow stand in the way…
THINK