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The Wiki Man

Q: What is a good school? A: One that everybody else likes

With humanity’s love of collective consensus, reputation can often count for more than reality

16 January 2016

9:00 AM

16 January 2016

9:00 AM

A few months ago I received a call from someone running a small private school near New York. They believed their school was objectively better than a larger, more famous establishment nearby, but had more difficulty attracting pupils. What should they do?

This is not easy. You see, however skilled your teachers are, what really makes a good school is often simply having a reputation for being good.

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Rory Sutherland is vice-chairman of Ogilvy Group UK.

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