Rory Sutherland wrote an article for The Spectator titled Business is the only area of human activity where you get paid to change your mind.

«Business… actively rewards heterogeneity of thought. The more prevalent a belief is among your competitors, the greater the gains to be had from disproving it. When everyone else zigs, it pays to zag.

This incentive to experiment is especially important in markets since there are often multiple right answers to any question. And in real life, as distinct from theory, the ‘right’ answer to any question changes over time.»

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