What happens when 95 per cent of people like something, but 5 per cent of people prefer something else?
You might think natural democracy would prevail: that the 5 per cent would acquiesce and go along with the taste of the majority. Not necessarily. In many cultural settings, it is common for a small, intransigent minority to beat a much larger, tolerant majority.
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Rory Sutherland is vice-chairman of Ogilvy Group UK.
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