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The Wiki Man

The 5 per cent of people who decide everything (and how to be one of them)

We live by the preferences of the least tolerant. That’s why it’s so important to fight for free speech

27 February 2016

9:00 AM

27 February 2016

9:00 AM

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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