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I was nervous, of course. 

Approaching the Vice Chairman of Ogilvy, one of the world's most successful advertising agencies, for a blurb for my new book was a little daunting.

But Rory Sutherland is an exceedingly generous and supportive person who told me he'd be delighted.

'Bri Williams is the Linnaeus of human behaviour', he wrote. 'The best taxonomy of the different approaches to understanding human behaviour I have ever seen'.

Wow! 

But...please excuse my...