Lucy Farey-Jones is obsessed with what makes people embrace or reject new things.

Why you should listen

As the founder of Register, a strategic design consultancy, Lucy Farey-Jones works with clients from start-ups to public companies that have one thing in common: they want to shake up their category. Her behavior change work also extends to nonprofits. Her work on the Montana Meth Project was so successful in driving down teen meth that it was played on the floor of Congress and was adapted for 14 states. She is currently working with The Nature Conservancy of California.

Before starting Register, Farey-Jones was a cofounder and chief strategy officer at Venables Bell & Partners (VB&P), where she led strategy for Audi for 11 years, helping them to double market share. Under her leadership, VB&P also launched the highly successful #OptOutside campaign for REI, which closed down all of their stores and challenged Americans to get outside on Black Friday. All in all, Farey-Jones's work has garnered 12 EFFIES across seven categories for outstanding marketing effectiveness.

Lucy Farey-Jones’ TED talk

More news and ideas from Lucy Farey-Jones

Live from TED2019

Short talks, big ideas: The talks of TED Unplugged at TED2019

April 17, 2019

In a fast-paced session of talks curated by TED arts and design curator Chee Pearlman and hosted with improv leader Anthony Veneziale, 12 members of the TED community shared ideas in a special format: each had to keep their talks under six minutes, with auto-advancing, timed slides. And yes, the mic does cut after six minutes!

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5 days of TED in one page

April 2, 2014

What does 5 days of TED feel like? As Lucy Farey-Jones says: “Upon my re-entry to the real world, friends, clients and folks at my firm say: ‘How was TED?’ And there is a big pause from me as my brain tries and fails to sum it up. It’s an impossible question to answer. It’s like […]

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