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You're reading: Marketing, science and pseudoscience

“Science” is a word that gets thrown around a lot. We hear that “scientists say” so and so and then hear later that other scientists say something totally different.

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:

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