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You're reading: Digital Tonto: Marketing, science and pseudoscience

We often ask for “scientific proof” and hucksters are always happy to provide “studies” to support their claims. Unfortunately, much of what is passed of as science is really pseudoscience.

Just because someone in a white lab coat or with an alphabet soup of letters behind his name says something doesn’t make it true and it certainly doesn’t make it science. It gets worse when the term is invoked in relation to a business function, especially marketing. So how can we tell the difference between science and pseudoscience? Here’s a guide:

Science is an imaginative, creative process. From the beginning of humanity, there have been people who looked at the world around them and conjectured about basic laws. Einstein himself said that, “I come to the conclusion that the gift of fantasy has meant more to me than my talent for absorbing positive knowledge.”

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