Sophie Woodroofe

Sophie Woodroofe
 


By Sophie Woodroofe

  • Q&A with Charles Duhigg

    Sophie Woodroofe

    In the book you talk about how forming habits can help us save energy and brainpower. Does that mean habits make us more efficient? Absolutely. It’s a way for our brain to seek out an opportunity to achieve the same behaviour with less energy expenditure and less thought assigned to it.

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  • Q&A with Vijay Govindarajan

    Sophie Woodroofe

    Instead of developing products in the west and bringing them to emerging markets, brands should do just the opposite, argues Vijay Govindarajan in his book “Reverse Innovation.” We spoke to the business professor about what that means.

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