Archive for September, 2012

Steve Martin, CMCT, Published in The Harvard Business Review

Mr. Steve Martin, CMCT & Dr. Robert Cialdini


Science in Practice

by Dr. Robert Cialdini

I once attended a conference where I heard an academic described as someone who “ wasn’t satisfied with an idea that worked in practice until it had been tried out in theory.”  As a behavioral scientist I will always applaud efforts to ensure that, wherever possible, academic rigour is applied to the evaluation of an idea or strategy. At the same time I recognize that a theoretically interesting idea alone, without a meaningful application, will often remain just that; a theoretically interesting idea. 


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