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RESEARCH, ANALYSIS & TRENDS









































             Move away from seeing things as they


             have traditionally always been, not to


             miss the opportunity to truly ‘see’




            Where would we be today without WiFi? No more        A hunger for failure
            hotspots. No cool internet cafés. Our ‘mobile’ devices
            would be far less mobile. Or what would life be like with-  We have a preconceived cognitive bias that perceives
            out the microwave? TV dinners would never be the     objects in their traditional sense. This is fueled by our
            same. What many of us don’t know, however, is that   innate desire to seek success and avoid failure. Alt-
            these two technologies were invented ‘by accident’.   hough, in so many instances, it is failure that results in
                                                                 the greatest discoveries.
            Similarly, X-rays, one of the most significant discoveries
            in medical science, were discovered not through an ex-  The irony is that when we are looking for a particular
            periment to work out how internal images of the human   result, our minds are fixated on finding it. We zoom in
            body could be achieved, but rather the observation of   on the solution that we want to achieve, perhaps miss-
            something that was not being looked for at all.      ing the alternative discovery, the thing that we were not
                                                                 looking for at all.
            Like all of these inventions, how can we consistently
            move from looking for one thing, only to miraculously   Wilhelm Röntgen, inventor of the X-ray, failed to
            discover another and have the sense of awareness to   achieve the intended specified outcome of his experi-
            realize we have stumbled across something powerful   ments, but achieved so much more instead. Röntgen
            and new?                                             had an open mind and rather than discarding the re-
                                                                 sults as a failure, he opened up to the possibilities of
            The answer – move away from seeing things as they    what else could this mean.
            have traditionally always been. We need to look for the
            anomalies in the ‘white space’.                      Channelling your inner five-year-old


                                                                 Many life-changing discoveries are a by-product of sci-
                                                                 entific exploration. But is it time we combined the deep
      8            April 2017 - Marketing Automation & Attribution
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