opportunity 74 of 150 Thinking differently can be a real opportunity in marketing – and, indeed, life in general. There is certainly real potential in businesses, or at least for business people, to embrace all types of innovation. There is so much that business can learn from science, and business people can learn from scientists. […]

opportunity 74 of 150 Thinking differently can be a real opportunity in marketing – and, indeed, life in general. There is certainly real potential in businesses, or at least for business people, to embrace all types of innovation. There is so much that business can learn from science, and business people can learn from scientists. Scientists are the master innovators, and science has moved the world further and faster than anything else. Scientists are masters of objective, critical, and lateral thinking – all of which business is much less skilled at. Science is all about observation and experimentation – both of which are grossly underutilised in business. Scientists can spend a great deal of time watching and observing their subjects, developing an ever- improving understanding of what is happening and why. That is how, Darwin developed his theory of evolution and Copernicus worked out that the earth revolves around the…