Chris Graves: Towards a Sensemaking Genome: Why we need to decode our fellow humans first before trying to change their behaviours

Chris is the President of the Ogilvy Centre for Behavioural Science and half the brains behind Ogilvy’s award-winning cognitive profiling tool. Chris will talk to the limitations of nudging and how, as we learn more about how differently individuals make sense of the world, we can see which nudges may work more or less effectively depending on an individual’s ‘wiring’: the "Hidden Who™". He argues that we need to more effectively decode their Sensemaking Genome™ to determine what framing, word choice and tonality best resonate. And how we have the tools to do just that…