101 Contrarian Ideas About Advertising

Actors: We tell them where

"Then forget the philosophy. Nobody needs more philosophy. They need good donuts.”`

Whoever controls the research wins. 2. The smaller the account, the larger the committee. 3. The acquirer is always dumber than the acquiree. 4. The dumbest person in your agency will someday be your client. 5. The hotter the climate, the colder the meeting room.

Honest researchers aren't "committed" to anything other than reporting the truth. Researchers with agendas and “commitments” aren't doing research, they're doing advocacy.

Tetlock's book Expert Political Judgment:

Tetlock has studied 300 academics, economists, policymakers and journalists and compared more than 82,000 of their forecasts to what actually happened in the real world. Here are his conclusions:

Of all the social sciences, economics is the one I have least confidence in. As George Bernard Shaw once famously said, ""If all the economists were laid end to end, they'd never reach a conclusion." President Harry Truman, tired of hearing economists say, "On one hand...but on the other hand..." asked if anyone knew where

You And Me And Monkeys Throwing Darts

we don't get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product.