TEDSalon London 2010
Noreena Hertz: How to use experts -- and when not to
Noreena Hertz：何時該諮詢專家的意見
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我們每天都要做重要的決定，也常依賴專家的意見。但經濟學家Noreena Hertz卻認為過分依賴專家會讓自己受限，而且做出的決定也相對較危險。她呼籲我們該開始把"專家"大眾化--在聽信“醫生或執行長"的意見時，也聽聽"小店員"的意見吧。
Noreena Hertz - Economist
Noreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology. Full bio
Noreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology. Full bio
Double-click the English transcript below to play the video.
00:15
It's Monday morning.
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某個星期一早上
00:18
In Washington,
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在華盛頓
00:20
the president of the United States
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美國總統
00:22
is sitting in the Oval Office,
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坐在白宮橢圓形辦公室裡
00:24
assessing whether or not
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評估是否
00:26
to strike Al Qaeda
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要攻擊在葉門的
00:28
in Yemen.
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蓋達組織
00:30
At Number 10 Downing Street,
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在唐寧街十號
00:32
David Cameron is trying to work out
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大衛卡麥隆(英國首相)試圖要理清
00:35
whether to cut more public sector jobs
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是否縮編公營事業的工作機會
00:38
in order to stave off a double-dip recession.
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以避免二次經濟衰退
00:41
In Madrid, Maria Gonzalez
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在馬德里，一位叫做Maria Gonzalez的母親
00:44
is standing at the door,
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站在門前
00:46
listening to her baby crying and crying,
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聽著她的嬰兒不停的哭
00:49
trying to work out whether she should let it cry
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在想她該讓這孩子繼續哭
00:52
until it falls asleep
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直到他睡去
00:54
or pick it up and hold it.
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還是該把他抱起來哄哄他
00:57
And I am sitting by my father's bedside in hospital,
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而我在醫院，坐在我父親的病床旁
01:01
trying to work out
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正在想
01:03
whether I should let him drink
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我是否該讓他喝
01:05
the one-and-a-half-liter bottle of water
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這一瓶1.5公升的水
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that his doctors just came in and said,
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因為醫生進來說
01:11
"You must make him drink today," --
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"你今天一定要逼他喝"
01:13
my father's been nil by mouth for a week --
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我父親已經一星期無法進食了
01:16
or whether, by giving him this bottle,
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如果我給他喝這瓶水
01:20
I might actually kill him.
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我會不會害死他
01:23
We face momentous decisions
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我們面對很多重大的決定
01:26
with important consequences
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而且結果都很重要
01:28
throughout our lives,
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在我們的生活中
01:30
and we have strategies for dealing with these decisions.
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我們有策略去處理這些決定
01:33
We talk things over with our friends,
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我們和朋友討論
01:36
we scour the Internet,
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我們瀏覽網路
01:39
we search through books.
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我們尋找書本
01:42
But still,
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但是
01:44
even in this age
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在這個充斥
01:46
of Google and TripAdvisor
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Google和TripAdvisor
01:48
and Amazon Recommends,
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還有Amazon推薦的時代
01:51
it's still experts
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專家依然是
01:53
that we rely upon most --
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我們最常依賴的對象
01:56
especially when the stakes are high
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特別是當風險很高
01:58
and the decision really matters.
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需要做重大決定的時候
02:01
Because in a world of data deluge
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因為有大量的數據
02:03
and extreme complexity,
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和極端的複雜性
02:06
we believe that experts
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我們相信專家
02:08
are more able to process information than we can --
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比我們自己更能夠處理這些資訊
02:11
that they are able to come to better conclusions
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他們比較可以理出一個較好的結論
02:14
than we could come to on our own.
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比我們自己理出的結論還要好
02:17
And in an age
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這個時代
02:19
that is sometimes nowadays frightening
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現在有時令人感到害怕
02:22
or confusing,
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有時感到困惑
02:24
we feel reassured
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而我們的安全感來自於
02:26
by the almost parental-like authority
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可靠的消息來源
02:29
of experts
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就是專家
02:31
who tell us so clearly what it is
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他們能清楚的告訴我們
02:34
we can and cannot do.
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什麼可以做，什麼不能做
02:38
But I believe
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但我認為
02:40
that this is a big problem,
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這是一個大問題
02:42
a problem with potentially dangerous consequences
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因為這樣的後果充滿潛在的危險
02:46
for us as a society,
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對我們的社會
02:49
as a culture
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我們的文化
02:51
and as individuals.
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還有個人都有影響
02:53
It's not that experts
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專家並不是
02:55
have not massively contributed to the world --
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沒有為這個世界做出重大貢獻
02:57
of course they have.
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當然，他們貢獻許多
02:59
The problem lies with us:
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問題是在我們
03:02
we've become addicted to experts.
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我們盲從專家的意見
03:05
We've become addicted to their certainty,
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我們盲從他們的絕對性
03:08
their assuredness,
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他們的自信
03:10
their definitiveness,
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他們的確定性
03:12
and in the process,
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在此過程中
03:14
we have ceded our responsibility,
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我們交出了自己的責任
03:16
substituting our intellect
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讓他們取代我們的智慧
03:18
and our intelligence
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還有我們的資訊解讀能力
03:21
for their supposed words of wisdom.
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只為了盲從他們所謂的有智慧的話
03:24
We've surrendered our power,
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我們把自己的能力交付出去
03:27
trading off our discomfort
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企圖把我們自己
03:29
with uncertainty
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因為不確定發生的不安
03:31
for the illusion of certainty
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換成一種確定性的錯覺
03:33
that they provide.
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由專家提供的錯覺
03:36
This is no exaggeration.
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這絕不是誇張
03:39
In a recent experiment,
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在最近一個實驗裡
03:41
a group of adults
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我們將一群成年人
03:43
had their brains scanned in an MRI machine
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利用核磁共振造影器去掃描他們的大腦
03:46
as they were listening to experts speak.
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掃描同時，他們聆聽專家說話
03:50
The results were quite extraordinary.
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結果令人相當意想不到
03:53
As they listened to the experts' voices,
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當他們聽到專家的聲音
03:56
the independent decision-making parts of their brains
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他們大腦裡負責做重要決定的區塊
04:01
switched off.
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沒有在作用
04:03
It literally flat-lined.
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呈現平靜的腦波
04:06
And they listened to whatever the experts said
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不管專家說什麼他們都聽
04:08
and took their advice, however right or wrong.
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都參考他們的意見，不管對錯
04:12
But experts do get things wrong.
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但專家也會出錯的
04:16
Did you know that studies show
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你們知道嗎？有研究指出
04:19
that doctors misdiagnose
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醫生診斷時
04:22
four times out of 10?
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每10次會發生4次誤診
04:25
Did you know
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你們知道嗎？
04:27
that if you file your tax returns yourself,
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如果你自己申報納稅
04:30
you're statistically more likely
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統計上你比較可能
04:32
to be filing them correctly
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正確地填寫資料
04:34
than if you get a tax adviser
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比起一位稅務諮詢師
04:36
to do it for you?
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幫你填寫還要正確
04:38
And then there's, of course, the example
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然後當然還有這個例子
04:40
that we're all too aware of:
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我們都很注意
04:42
financial experts
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財經專家
04:44
getting it so wrong
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錯誤的解讀
04:46
that we're living through the worst recession
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導致我們正經歷自1930年代以來
04:48
since the 1930s.
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最嚴重的經濟衰退
04:52
For the sake of our health,
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為了我們的健康
04:54
our wealth
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我們的財富
04:56
and our collective security,
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和我們共同的安全
04:58
it's imperative that we keep
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我們必須保持
05:01
the independent decision-making parts of our brains
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大腦獨立作決策的區塊
05:05
switched on.
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是在作用的
05:07
And I'm saying this as an economist
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身為一位經濟學家我要說
05:09
who, over the past few years,
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在過去的幾年
05:11
has focused my research
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我專注在我的研究
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on what it is we think
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有關我們的思考
05:15
and who it is we trust and why,
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還有我們信任誰，為什麼信任他們
05:18
but also --
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但是
05:20
and I'm aware of the irony here --
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我也意識到這有點諷刺
05:22
as an expert myself,
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我自己身為一位專家、
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as a professor,
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一位教授、
05:27
as somebody who advises prime ministers,
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一位會提供首相建議、
05:30
heads of big companies,
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給公司老闆建議、
05:32
international organizations,
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提供國際組織建議的人
05:34
but an expert who believes
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但我也相信
05:36
that the role of experts needs to change,
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專家的角色需要改變
05:39
that we need to become more open-minded,
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我們對不同意見的接受度要更寬廣
05:42
more democratic
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更民主
05:44
and be more open
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也要更開放去看待
05:46
to people rebelling against
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反對我們
05:48
our points of view.
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意見的人
05:51
So in order to help you understand
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為了要讓你們更了解
05:54
where I'm coming from,
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我的領域
05:56
let me bring you into my world,
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我將帶你們了解
05:59
the world of experts.
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專家的世界
06:01
Now there are, of course, exceptions,
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不過當然有例外
06:05
wonderful, civilization-enhancing exceptions.
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那種美好、提升知識的例外
06:11
But what my research has shown me
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但我的研究告訴我
06:14
is that experts tend on the whole
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專家都試著要
06:17
to form very rigid camps,
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建立一群死忠擁護者
06:20
that within these camps,
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這群擁護者
06:22
a dominant perspective emerges
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讓某觀點變成了主導
06:25
that often silences opposition,
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常讓反方的聲音因此消失
06:28
that experts move with the prevailing winds,
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專家就帶動一股流行
06:31
often hero-worshipping
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通常是英雄式的崇拜
06:34
their own gurus.
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崇拜他們自己的大師
06:36
Alan Greenspan's proclamations
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Alan Greenspan(前美國聯準會主席)的言論
06:38
that the years of economic growth
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說經濟成長
06:41
would go on and on,
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會持續好幾年
06:44
not challenged by his peers,
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他的言論在當時沒有被批評
06:47
until after the crisis, of course.
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直到發生金融危機
06:51
You see,
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看吧
06:54
we also learn
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我們也學到
06:56
that experts are located,
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專家會被侷限
06:58
are governed,
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會被影響
07:00
by the social and cultural norms
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受到社會和文化教條的規範
07:03
of their times --
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自己時代的規範
07:05
whether it be the doctors
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無論是醫生
07:07
in Victorian England, say,
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在維多利亞時期
07:09
who sent women to asylums
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說送婦女到收容所
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for expressing sexual desire,
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是為減低性慾
07:15
or the psychiatrists in the United States
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或在美國的精神科醫生
07:18
who, up until 1973,
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直到1973年
07:21
were still categorizing homosexuality
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能把同性戀歸類為
07:25
as a mental illness.
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一種精神疾病
07:27
And what all this means
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這一切都表示了
07:29
is that paradigms
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這些準則
07:31
take far too long to shift,
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要花上很多時間去改變
07:34
that complexity and nuance are ignored
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原本被忽略的複雜性和細微差別
07:38
and also that money talks --
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不僅如此，有錢能使鬼推磨
07:41
because we've all seen the evidence
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我們都知道
07:44
of pharmaceutical companies
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那些製藥廠商
07:46
funding studies of drugs
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資助藥品的研究
07:49
that conveniently leave out
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所以很方便地
07:51
their worst side effects,
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掩飾掉藥品的副作用
07:54
or studies funded by food companies
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或是食品廠商贊助
07:57
of their new products,
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新開發的食品
08:00
massively exaggerating the health benefits
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過度誇大食品的健康療效
08:03
of the products they're about to bring by market.
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特別是正要上市的食品
08:06
The study showed that food companies exaggerated
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研究指出食品公司誇大了
08:08
typically seven times more
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七倍以上
08:11
than an independent study.
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和獨立研究比較的話
08:15
And we've also got to be aware
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我們也注意到
08:17
that experts, of course,
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專家也是會
08:19
also make mistakes.
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有出錯的時候
08:21
They make mistakes every single day --
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他們每天都會出錯
08:24
mistakes born out of carelessness.
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一個不小心就出錯了
08:27
A recent study in the Archives of Surgery
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最近的一項外科研究檔案
08:30
reported surgeons
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說明外科醫生
08:32
removing healthy ovaries,
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把病人健康的卵巢拿掉
08:35
operating on the wrong side of the brain,
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進行腦部手術開錯了位置
08:38
carrying out procedures on the wrong hand,
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開刀時開錯了手
08:41
elbow, eye, foot,
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開錯手肘、眼睛、腳
08:44
and also mistakes born out of thinking errors.
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也製造了思維上的錯誤
08:47
A common thinking error
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普遍的思維錯誤
08:49
of radiologists, for example --
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例如在放射科
08:52
when they look at CT scans --
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當他們在看CT掃描時
08:55
is that they're overly influenced
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都會過分受到
08:57
by whatever it is
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不管是
08:59
that the referring physician has said
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病人的前一位醫師所說的
09:01
that he suspects
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或是他懷疑的
09:03
the patient's problem to be.
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可能病因的影響
09:06
So if a radiologist
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所以如果一位放射科醫生
09:08
is looking at the scan
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看著那掃描片子
09:10
of a patient with suspected pneumonia, say,
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是一位疑似肺炎病人的片子
09:13
what happens is that,
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他很可能
09:15
if they see evidence
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一看到片子上
09:17
of pneumonia on the scan,
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有肺炎的事實
09:20
they literally stop looking at it --
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他們直接停止看片子
09:23
thereby missing the tumor
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因而忽略了腫瘤
09:25
sitting three inches below
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在下方三英寸的地方
09:27
on the patient's lungs.
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長在病人的肺裡
09:31
I've shared with you so far
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目前我跟你們分享的
09:34
some insights into the world of experts.
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是專家領域裡的一些觀察
09:37
These are, of course,
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這些當然
09:39
not the only insights I could share,
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不只是一些我觀察到的
09:41
but I hope they give you a clear sense at least
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但我希望這能讓你們至少多點了解
09:44
of why we need to stop kowtowing to them,
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為何我們需要停止對專家唯命是從
09:47
why we need to rebel
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為何我們需要反制
09:49
and why we need to switch
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還有為何我們需要
09:51
our independent decision-making capabilities on.
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讓我們大腦獨立決策的能力作用
09:55
But how can we do this?
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但我們該怎麼做呢？
09:58
Well for the sake of time,
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因為時間的關係
10:01
I want to focus on just three strategies.
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我只談三種策略
10:06
First, we've got to be ready and willing
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第一：我們必須準備好而且有意願
10:08
to take experts on
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挑戰專家
10:11
and dispense with this notion of them
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但不要把專家的話當成
10:14
as modern-day apostles.
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宗教信仰的教條
10:16
This doesn't mean having to get a Ph.D.
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這不代表我們必須在
10:19
in every single subject,
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每個領域上拿博士學位
10:21
you'll be relieved to hear.
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聽到之後應該鬆了一口氣
10:23
But it does mean persisting
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但它確實意味著堅持
10:26
in the face of their inevitable annoyance
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在面對不可避免的煩惱時
10:29
when, for example,
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例如
10:31
we want them to explain things to us
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我們需要他們為我們解釋一些事情
10:33
in language that we can actually understand.
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用我們能了解的話語
10:38
Why was it that, when I had an operation,
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怎麼說呢，當我需要動手術
10:41
my doctor said to me,
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我的醫生跟我說
10:43
"Beware, Ms. Hertz,
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"Hertz小姐，要留意
10:45
of hyperpyrexia,"
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高熱症的發生"
10:47
when he could have just as easily said,
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但他其實能簡單的跟我說
10:49
"Watch out for a high fever."
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要留意是否發高燒？
10:53
You see, being ready to take experts on
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了解嗎，要挑戰專家
10:57
is about also being willing
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就是要有意願
10:59
to dig behind their graphs,
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去了解他們圖表的意義
11:02
their equations, their forecasts,
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他們的方程式、預測
11:04
their prophecies,
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他們的預言
11:06
and being armed with the questions to do that --
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要準備好問題問他們
11:09
questions like:
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像是問
11:11
What are the assumptions that underpin this?
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假設基準為何？
11:14
What is the evidence upon which this is based?
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證據是根據什麼得到的？
11:17
What has your investigation focused on?
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你們的調查重點是什麼？
11:21
And what has it ignored?
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為什麼這個因素被忽略？
11:24
It recently came out
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最近發現
11:26
that experts trialing drugs
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專家們測試藥品
11:29
before they come to market
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在上市之前
11:31
typically trial drugs
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通常藥品測試
11:34
first, primarily on male animals
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主要是對雄性動物
11:38
and then, primarily on men.
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接著才對男性做測試
11:41
It seems that they've somehow overlooked the fact
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看來，他們已經在某種程度上忽略了一個事實
11:44
that over half the world's population are women.
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這個世界的人口有一半是女性
11:49
And women have drawn the short medical straw
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女性病患在醫療成功的機率比較小
11:52
because it now turns out that many of these drugs
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因為大部分的藥物
11:55
don't work nearly as well on women
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在女性病患身上效果較差
11:58
as they do on men --
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和男性患者比起來的話
12:00
and the drugs that do work well work so well
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藥品療效在男性身上較好
12:03
that they're actively harmful for women to take.
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而對女性患者是有害的
12:06
Being a rebel is about recognizing
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要當一個反抗的人要知道
12:09
that experts' assumptions
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專家用的假設
12:12
and their methodologies
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和他們的理論
12:14
can easily be flawed.
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是很容易有錯誤的
12:17
Second,
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第二：
12:19
we need to create the space
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我們需要創造空間
12:22
for what I call "managed dissent."
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去管理不同的意見
12:25
If we are to shift paradigms,
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如果我們要改變規範
12:27
if we are to make breakthroughs,
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如果我們要有所突破
12:29
if we are to destroy myths,
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如果我們要打破迷思
12:32
we need to create an environment
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我們需要創造出一個空間
12:34
in which expert ideas are battling it out,
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讓專家的意見是被辯論出來的
12:37
in which we're bringing in
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我們要把
12:39
new, diverse, discordant, heretical views
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新的、多樣的、不同的，不同宗教的意見
12:42
into the discussion,
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帶進討論裡
12:44
fearlessly,
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而且是無所畏懼的
12:46
in the knowledge that progress comes about,
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在談到關於知識的進展
12:49
not only from the creation of ideas,
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不只是建立想法
12:53
but also from their destruction --
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也包括拋去想法
12:56
and also from the knowledge
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各種知識裡
12:59
that, by surrounding ourselves
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在我們周遭
13:01
by divergent, discordant,
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不同、不一致的
13:04
heretical views.
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不同宗教派別的觀點
13:06
All the research now shows us
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所有的研究告訴我們
13:08
that this actually makes us smarter.
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這些實際上都讓我們變得聰明
13:13
Encouraging dissent is a rebellious notion
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鼓勵反對的意見是一種反抗的概念
13:16
because it goes against our very instincts,
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因為這是在抗拒我們的本能
13:19
which are to surround ourselves
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我們喜歡處在
13:22
with opinions and advice
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一個意見和建議
13:24
that we already believe
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被公認正確
13:27
or want to be true.
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或是事實的環境裡
13:29
And that's why I talk about the need
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這也是我為何談到我們需要
13:31
to actively manage dissent.
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主動地去了解這些不同的聲音
13:35
Google CEO Eric Schmidt
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Google執行長Eric Schmidt
13:37
is a practical practitioner
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是一位這種理念
13:40
of this philosophy.
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的實踐者
13:42
In meetings, he looks out for the person in the room --
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開會時，他會找會議室中那一個
13:45
arms crossed, looking a bit bemused --
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雙手交疊，看起來有點困惑
13:48
and draws them into the discussion,
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並請他們加入討論
13:51
trying to see if they indeed are
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試著要了解他們
13:54
the person with a different opinion,
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是否有不同的意見
13:57
so that they have dissent within the room.
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他們是否是會議裡有異議的人
14:00
Managing dissent
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了解異議
14:02
is about recognizing the value
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是要去區分出
14:05
of disagreement, discord
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不同意，不一致
14:08
and difference.
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和不同的價值
14:10
But we need to go even further.
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但我們需要更進一步
14:13
We need to fundamentally redefine
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我們需要從根本上重新定義
14:16
who it is that experts are.
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誰才是專家
14:20
The conventional notion
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傳統的觀念
14:22
is that experts are people
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專家是那些
14:25
with advanced degrees,
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有高學歷
14:27
fancy titles, diplomas,
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高職位，有文憑
14:30
best-selling books --
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暢銷書作者
14:32
high-status individuals.
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地位高的人
14:34
But just imagine
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但想像一下
14:36
if we were to junk
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如果我們丟掉
14:38
this notion of expertise
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這種專業知識的概念
14:42
as some sort of elite cadre
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還有以精英為基準的想法
14:46
and instead embrace the notion
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而去接納
14:49
of democratized expertise --
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大眾化的專業知識
14:52
whereby expertise was not just the preserve
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那們專業知識就不只是來自於
14:55
of surgeons and CEO's,
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外科醫生或是執行長之類的人士
14:57
but also shop-girls -- yeah.
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也有可能來自於一般的店員
15:01
Best Buy,
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像是Best Buy的店員
15:03
the consumer electronics company,
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消費性電子產品公司的
15:05
gets all its employees --
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所有員工
15:08
the cleaners, the shop assistants,
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從清潔工、店員
15:10
the people in the back office,
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到高階主管
15:13
not just its forecasting team --
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包括他們預測團隊
15:15
to place bets, yes bets,
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去打賭，你們沒聽錯
15:18
on things like whether or not
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去打賭一樣東西
15:20
a product is going to sell well before Christmas,
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像是一項可能在聖誕節前暢銷的產品
15:23
on whether customers' new ideas
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或是決定顧客的新想法
15:26
are going to be or should be taken on by the company,
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是否要被公司採納
15:30
on whether a project
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或是一項計畫
15:32
will come in on time.
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是否要如期執行
15:34
By leveraging
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透過利用
15:36
and by embracing
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還有接納
15:38
the expertise within the company,
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在公司裡的專業人才
15:40
Best Buy was able to discover, for example,
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Best Buy可以去發掘，例如
15:43
that the store that it was going to open in China --
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即將要在中國開立的營業據點
15:47
its big, grand store --
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一間大型的門市
15:49
was not going to open on time.
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不會如期開張
15:52
Because when it asked its staff,
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因為如果去問他們的員工
15:54
all its staff, to place their bets
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所有的員工，要他們下賭注
15:57
on whether they thought the store would open on time or not,
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看看是否門市會如期開幕
16:01
a group from the finance department
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財務部的人
16:04
placed all their chips
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全部都賭
16:06
on that not happening.
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不會如期開幕
16:09
It turned out that they were aware,
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原來這些人意識到
16:11
as no one else within the company was,
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公司其他人沒有發現的東西
16:14
of a technological blip
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發現了個技術上的小問題
16:16
that neither the forecasting experts,
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不管是預測專家
16:18
nor the experts on the ground in China,
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或是在中國的專家
16:21
were even aware of.
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都沒注意到的情況
16:25
The strategies
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然而
16:27
that I have discussed this evening --
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我今晚要談的策略 --
16:30
embracing dissent,
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接納不同的意見
16:32
taking experts on,
367
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挑戰專家
16:34
democratizing expertise,
368
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把專業知識大眾化
16:36
rebellious strategies --
369
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反抗的策略
16:39
are strategies that I think
370
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都是我認為
16:41
would serve us all well to embrace
371
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能幫助我們有效了解
16:43
as we try to deal with the challenges
372
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當我們要嘗試面對挑戰的時候
16:46
of these very confusing, complex,
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面對那些困惑、複雜
16:49
difficult times.
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艱難的挑戰時
16:51
For if we keep
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996000
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如果我們能
16:53
our independent decision-making part
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讓我們大腦獨立決策的區塊
16:55
of our brains switched on,
377
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有效運作
16:58
if we challenge experts, if we're skeptical,
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如果我們挑戰專家，我們去質疑
17:01
if we devolve authority,
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如果我們下放權力
17:03
if we are rebellious,
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如果我們反抗
17:05
but also
381
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同時
17:07
if we become much more comfortable
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我們能自在的了解
17:09
with nuance,
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那些細微差別
17:11
uncertainty and doubt,
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和不確定的疑惑
17:14
and if we allow our experts
385
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還有我們讓專家
17:17
to express themselves
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在發表言論時
17:19
using those terms too,
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也能做到這樣
17:21
we will set ourselves up
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那我們能幫助自己
17:23
much better
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更能去面對
17:25
for the challenges of the 21st century.
390
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21世紀的挑戰
17:29
For now, more than ever,
391
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比起過去，現在
17:32
is not the time
392
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更不應該
17:34
to be blindly following,
393
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盲目地追隨
17:36
blindly accepting,
394
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盲目地接受
17:38
blindly trusting.
395
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盲目地相信
17:41
Now is the time to face the world
396
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現在的世界
17:44
with eyes wide open --
397
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我們要睜大眼睛
17:47
yes, using experts
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當然，要利用專家
17:49
to help us figure things out, for sure --
399
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來幫助我們弄清楚事情
17:52
I don't want to completely do myself out of a job here --
400
1057000
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我可不希望自己失業
17:56
but being aware
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但我們要明白
17:58
of their limitations
402
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專家的限度
18:01
and, of course, also our own.
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當然還有我們自己的限度
18:05
Thank you.
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謝謝各位
18:07
(Applause)
405
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(掌聲)
ABOUT THE SPEAKER
Noreena Hertz - EconomistNoreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology.
Why you should listen
For more than two decades, Noreena Hertz’s economic predictions have been accurate and ahead of the curve. In her recent book The Silent Takeover, Hertz predicted that unregulated markets and massive financial institutions would have serious global consequences while her 2005 book IOU: The Debt Threat predicted the 2008 financial crisis.
An influential economist on the international stage, Hertz also played an influential role in the development of (RED), an innovative commercial model to raise money for people with AIDS in Africa, having inspired Bono (co-founder of the project) with her writings.
Her work is considered to provide a much needed blueprint for rethinking economics and corporate strategy. She is the Duisenberg Professor of Globalization, Sustainability and Finance based at Duisenberg School of Finance, RSM, Erasmus University and University of Cambridge. She is also a Fellow of University College London.
Noreena Hertz | Speaker | TED.com