"Start to understand psychology and to consider the creative sciences as source", recommended Antoni Gutiérrez-Rubí to future economists. The advisor of strategic communication, director of the consulting firm Ideograma, gave a session on 'Post-truth' for the students of the Leadership and Governance program at School of Economics.

In it, he warned of the relevance that emotions and beliefs -that is, the most subjective factors- have in the training public opinion, with respect to the facts. Gutiérrez pointed out that while in the past the expression "I think, therefore I am" was famous, nowadays "I believe, therefore I am right" predominates. He explained that "the objective data coexist with the same impact and strength as 'alternative facts': what people believe to be true".

As a remedy to this so-called 'post-truth', the expert encouraged to maintain a balanced information per diem expenses , that is, as diverse and complementary as possible. "Stay away from what you like. Pay equal attention and devote equal time to listening to arguments contrary to your own," he advised. Only in this way is it possible to eliminate prejudices, which he defined as "shortcuts of thought".

According to the communicator, human beings are not hypocritical or prejudiced by nature. However, since sight is the main sense for perception, "our mind tends to make a lot of mistakes". People, he pointed out, tend to use their experiences to solve new situations quickly. In this sense, he recalled an Einstein's quotation : "It is easier to disintegrate an atom than a prejudice".

Finally, Gutiérrez wanted to highlight an innovative idea. "It is the first time in history that people are a living ecosystem, where power has to do with relationships," he said. That is why it is so important to share your knowledge with others. "When you know something, spread it. My experience is that the more generous I am with the information I share, the award is double", he concluded.