full transcript

From the Ted Talk by Dan Cobley: What physics taught me about marketing

Unscramble the Blue Letters

So next, the scientific method — an axiom of physics, of all science — says you cannot prove a hehiyopsts through observation, you can only disprove it. What this means is you can gather more and more data around a hypothesis or a positioning, and it will strengthen it, but it will not conclusively prove it. And only one contrary data ponit can blow your throey out of the water. So if we take an example — Ptolemy had dozens of data points to support his theory that the planets would rotate around the Earth. It only took one roubst observation from Copernicus to blow that idea out of the water. And there are parallels for marketing — you can invest for a long time in a brand, but a single contrary ovitabeosrn of that positioning will destroy consumers' beeilf. Take BP — they spnet millions of pounds over many years building up its credentials as an environmentally friendly brand, but then one little accident. Think about Toyota. It was, for a long time, revered as the most reliable of cars, and then they had the big recall iicnndet. And Tiger wodos, for a long time, the perfect brand ambassador. Well, you know the story. (leahgtur) So the pishycs is that you cannot prove a hypothesis, but it's easy to dipvsore it — any hypothesis is shaky. And the marketing is that not matter how much you've inetevsd in your brand, one bad week can undermine decades of good work. So be really ceuarfl to try and aoivd the screw-ups that can undermine your brand.

Open Cloze

So next, the scientific method — an axiom of physics, of all science — says you cannot prove a __________ through observation, you can only disprove it. What this means is you can gather more and more data around a hypothesis or a positioning, and it will strengthen it, but it will not conclusively prove it. And only one contrary data _____ can blow your ______ out of the water. So if we take an example — Ptolemy had dozens of data points to support his theory that the planets would rotate around the Earth. It only took one ______ observation from Copernicus to blow that idea out of the water. And there are parallels for marketing — you can invest for a long time in a brand, but a single contrary ___________ of that positioning will destroy consumers' ______. Take BP — they _____ millions of pounds over many years building up its credentials as an environmentally friendly brand, but then one little accident. Think about Toyota. It was, for a long time, revered as the most reliable of cars, and then they had the big recall ________. And Tiger _____, for a long time, the perfect brand ambassador. Well, you know the story. (________) So the _______ is that you cannot prove a hypothesis, but it's easy to ________ it — any hypothesis is shaky. And the marketing is that not matter how much you've ________ in your brand, one bad week can undermine decades of good work. So be really _______ to try and _____ the screw-ups that can undermine your brand.

Solution

  1. point
  2. incident
  3. laughter
  4. woods
  5. hypothesis
  6. careful
  7. observation
  8. belief
  9. physics
  10. avoid
  11. theory
  12. robust
  13. invested
  14. spent
  15. disprove

Original Text

So next, the scientific method — an axiom of physics, of all science — says you cannot prove a hypothesis through observation, you can only disprove it. What this means is you can gather more and more data around a hypothesis or a positioning, and it will strengthen it, but it will not conclusively prove it. And only one contrary data point can blow your theory out of the water. So if we take an example — Ptolemy had dozens of data points to support his theory that the planets would rotate around the Earth. It only took one robust observation from Copernicus to blow that idea out of the water. And there are parallels for marketing — you can invest for a long time in a brand, but a single contrary observation of that positioning will destroy consumers' belief. Take BP — they spent millions of pounds over many years building up its credentials as an environmentally friendly brand, but then one little accident. Think about Toyota. It was, for a long time, revered as the most reliable of cars, and then they had the big recall incident. And Tiger Woods, for a long time, the perfect brand ambassador. Well, you know the story. (Laughter) So the physics is that you cannot prove a hypothesis, but it's easy to disprove it — any hypothesis is shaky. And the marketing is that not matter how much you've invested in your brand, one bad week can undermine decades of good work. So be really careful to try and avoid the screw-ups that can undermine your brand.

Frequently Occurring Word Combinations

Important Words

  1. accident
  2. ambassador
  3. avoid
  4. axiom
  5. bad
  6. belief
  7. big
  8. blow
  9. bp
  10. brand
  11. building
  12. careful
  13. cars
  14. conclusively
  15. contrary
  16. copernicus
  17. credentials
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  22. dozens
  23. earth
  24. easy
  25. environmentally
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  27. gather
  28. good
  29. hypothesis
  30. idea
  31. incident
  32. invest
  33. invested
  34. laughter
  35. long
  36. marketing
  37. matter
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  40. millions
  41. observation
  42. parallels
  43. perfect
  44. physics
  45. planets
  46. point
  47. points
  48. positioning
  49. pounds
  50. prove
  51. ptolemy
  52. recall
  53. reliable
  54. revered
  55. robust
  56. rotate
  57. science
  58. scientific
  59. shaky
  60. single
  61. spent
  62. story
  63. strengthen
  64. support
  65. theory
  66. tiger
  67. time
  68. toyota
  69. undermine
  70. water
  71. week
  72. woods
  73. work
  74. years