# Prof. Adam Alter's presentation on marketing in Melbourne, Australia, is featured

1 Faculty News May 4, 2014 ![](/sites/default/files/styles/246w/public/assets/images/con_031092.jpg?itok=6vpxE0FK)>

Excerpt from [Smart Company Australia](http://www.smartcompany.com.au/growth/41773-when-making-it-hard-for-customers-can-be-a-good-thing.html#) -- "Drawing on a number of studies, [Alter](http://www.stern.nyu.edu/faculty/bio/adam-alter) put forward the case that bursts of ‘artificial complexity’ can shake people out of their stupor. In a sense, the occasional wave in otherwise flat surf can force us to concentrate a little harder."

[Read more](http://www.smartcompany.com.au/growth/41773-when-making-it-hard-for-customers-can-be-a-good-thing.html#)