principle of falsification

A theory or proposition has no merit if it cannot be tested and falsified.  This principle was first suggested by scientist and philosopher Karl Popper as a way of distinguishing between science and non-science (what I would call non-sense). Popper suggested that a theory or proposition was not scientific and therefore had no merit if […]

A theory or proposition has no merit if it cannot be tested and falsified. This principle was first suggested by scientist and philosopher Karl Popper as a way of distinguishing between science and non-science (what I would call non-sense). Popper suggested that a theory or proposition was not scientific and therefore had no merit if it could not be tested. Anything that cannot be proven false is according to Popper – pseudo-science.The statement that all swans are white, has merit because it can be falsified, simply by citing a black swan. The statement – ‘invisible trolls that cannot be detected by humans live inside trees’ has no merit because it cannot be tested. I like this principle because it highlights the importance of testing. It helps to highlight the fact that opinions without evidence or that cannot be tested are worthless.

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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