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At the height of the pandemic, when virtual conferences were a new thing, world leading ad agency Ogilvy invited me to speak at Nudgestock.

Nudgestock is their annual festival which brings people with an interest in behavioural science together.

So, of course, I took the opportunity to eat a sticky date pudding in front of a global audience.

Um, what?

Was it the first time a speaker had eaten live on stage?

Probably.

But I was making a point.

And it was about the fragmentation of...