The Art of Scientific Investigation


“Those who do not know the torment of the unknown cannot have the joy of discovery.”





From The Art of Scientific Investigation:

Further synthesizing Dewey, Beveridge captures the heart of how I, too, believe creativity works:

"It is not possible deliberately to create ideas or to control their creation. When a difficulty stimulates the mind, suggested solutions just automatically spring into the consciousness. The variety and quality of the suggestions are functions of how well prepared our mind is by past experience and education pertinent to the particular problem. What we can do deliberately is to prepare our minds in this way, voluntarily direct our thoughts to a certain problem, hold attention on that problem and appraise the various suggestions thrown up by the subconscious mind. The intellectual element in thinking is, Dewey says, what we do with the suggestions after they arise.

Other things being equal, the greater our store of knowledge, the more likely it is that significant combinations will be thrown up. Furthermore, original combinations are more likely to come into being if there is available a breadth of knowledge extending into related or even distant branches of knowledge."

Beveridge offers a brilliant articulation of the combinatorial creativity that underlies what we often call intuition:

"The important thing to realize is that the conjuring up of the idea is not a deliberate, voluntary act. It is something that happens to us rather than something we do.

In ordinary thinking ideas continually ‘occur’ to us in this fashion to bridge over the steps in reasoning and we are so accustomed to the process that we are hardly aware of it. Usually the new ideas and combinations result from the immediately preceding thought calling up associations that have been developed in the mind by past experience and education."

Beveridge sums it up beautifully:

"Facts and ideas are dead in themselves and it is the imagination that gives life to them. But dreams and speculations are idle fantasies unless reason turns them to useful purpose. Vague ideas captured on flights of fancy have to be reduced to specific propositions and hypotheses."

Echoing Carl Sagan’s wisdom on the balance between skepticism and open-mindedness, he continues:

"While imagination is the source of inspiration in seeking new knowledge, it can also be dangerous if not subjected to discipline; a fertile imagination needs to be balanced by criticism and judgment. This is, of course, quite different from saying it should be repressed or crushed. The imagination merely enables us to wander into the darkness of the unknown where, by the dim light of the knowledge that we carry, we may glimpse something that seems of interest. But when we bring it out and examine it more closely it usually proves to be only trash whose glitter had caught our attention. Things not clearly seen often take on grotesque forms. Imagination is at once the source of all hope and inspiration but also of frustration. To forget this is to court despair."

23 Steps to Build Personal Brand

1.  Identify Your Passion

2.  Think of 20 or more blog topics that you can write about or video on your passion so you can have plenty of content to publish when you are ready to launch your blog

3.  Ask yourself the questions "Can I talk about it better than anyone else?" and "Am I so passionate about it that I can get up at 4:30am, 5 days a week to do it?"

4.  Name your personal brand eg "The online gaming guru" or "The place to get your scrapbooking tips"

5.  Buy your user name (as a domain name) preferably a .com and or .tv at http://www.hostmonster.com/

6.  Choose Your Medium eg video, audio or the written word as some people can write, others are better on video and some can communicate their passion through speech

7.  Buy a hosting account and a WordPress theme that suits your medium

8.  Hire a web designer so that you can present the most professional brand you can afford to the online world as it is the global front door for your digital online brand

9.  Make it easy for people to share your content and include a retweet and Facebook share buttons as a minimum as well as making it easy for fans to subscribe via RSS and email

10.  Create a Facebook fan page

11.  Sign up for Ping.fm (multichannel social media promotion and publishing software) or Tube Mogul (online video distribution platform) then select all the platforms you want to distribute your content (Twitter and Facebook are absolutely essential) choose others depending on your interests

12.  Publish and post your content to your blog

13.  Write, video or record your posts regularly, preferably once a day 5 days a week

14.  Create community by leaving comments on other peoples' blogs and replying to comments on your blog

15.  Use Twitter search to find as many people as possible talking about your topic and communicate with them

16.  Follow people on Twitter who are following leaders in your niche (they have already identified themselves as being interested in your subject area)

17.  Use Google Blog search to find more blogs that are relevant to your subject

18.  Join as many Facebook fan pages and groups relating to your blog topic as possible

19.  Repeats steps 12 to 18 over and over and over and over and over and over

20.  Monitor your brand with Google alerts or Tweetdeck so that you can thank people that publish your content and protect your brand from misconceptions

21.  Find and use tools to make it more efficient to publish and promote your blog content such as socialoomph.com

22.  When you have the feeling that you have gained enough traction and attention and you have fans that are spreading your message then start reaching out to advertisers and begin monetizing

23.  Place a big button on your site that invites and makes it easy for people to do business with you

Inspired by Gary Vaynerchuk's "Crush It"

Salt Is Not Boring

by Seth Godin in Purple Cow

"Is your product more boring than salt?  Unlikely.  So come up with a list of ten ways to change the product (not the hype) to make it appeal to a sliver of your audience."

"Think small.  One vestige of the TV-industrial complex is a need to think mass.  If it doesn't appeal to everyone, the thinking goes, it's not worth it.  No longer.  Think of the smallest conceivable market, and describe a product that overwhelms it with its remarkability.  Go from there."

"Outsource.  If the factory is giving you a hard time about jazzing up the product, go elsewhere.  There are plenty of job shops that would be delighted to take on your product.  After it works, the factory will probably be happy to take the product back."
"Build and use permission asset.  Once you have the ability to talk directly to your most loyal customers, it gets much easier to develop and sell amazing things.  Without the filters of advertising, wholesalers, and retailers, you can create products that are far more remarkable."

"Copy.  Not from your industry, but from any other industry.  Find an industry more dull than yours, discover who's remarkable (it won't take long), and do what they did."

"Go one more.  Or two more.  Identify a competitor who's generally regarded as at the edges, and outdo them.  Whatever they're known for, do that thing even more.  Even better, and even safer, do the opposite of what they're doing."

Find things that are 'just not done' in your industry, and do them.  JetBlue almost instituted a dress code for passengers.  They're still playing with the idea of giving a free airline ticket to the best-dressed person on the plane.  A plastic surgeon could offer gift certificates.  A book publisher could put a book on sale.  Stew Leonard's took the strawberries out of the little green plastic cages and let the customers pick their own-and sales doubled."

"Ask 'Why not?'  Almost everything you don't do has no good reason for it.  Almost everything you don't do is the result of fear or inertia or a historical lack of someone asking, 'Why not?'"

Marketing Insights

Purple Cow by Seth Godin

Highlights

"Instead of trying to use your technology and expertise to make a better product for your users' standard behavior, experiment with inviting the users to change their behavior to make the product work dramatically better."

"If a product's future is unlikely to be remarkable-if you can't imagine a future in which people are once again fascinated by your product-it's time to realize that the game has changed.  Instead of investing in a dying product, take profits and reinvest them in building something new."

"It's not an accident that some products catch on and some don't.  When an ideavirus occurs, it's often because all the viral pieces work together.  How smooth and easy is it to spread your idea?  How often will people sneeze it to their friends?  How tightly knit is the group you're targeting-do they talk much?  Do they believe each other?  How reputable are the people most likely to promote your idea?  How persistent is it-is it a fad that has to spread fast before it dies, or will the idea have legs (and thus you can invest in spreading it over time)?  Put all of your new product developments through this analysis, and you'll discover which ones are most likely to catch on.  Those are the products and ideas worth launching."

"IT IS USELESS TO ADVERTISE TO ANYONE (EXCEPT INTERESTED SNEEZERS WITH INFLUENCE)."

"Differentiate your customers.  Find the group that's most profitable.  Find the group that's most likely to sneeze.  Figure out how to develop/advertise/reward either group.  Ignore the rest.  Your ads (and your products!) shouldn't cater to the masses.  Your ads (and products) should cater to the customers you'd choose if you could choose your customers."

"Make a list of competitors who are not trying to be everything to everyone.  Are they outperforming you?  If you could pick one underserved niche to target (and to dominate), what would it be?  Why not launch a product to compete with your own-a product that does nothing but appeal to this market?"

"What tactics does your firm use that involve following the leader?  What if you abandoned them and did something very different instead?  If you acknowledge that you'll never catch up by being the same, make a list of ways you can catch up by being different."

"What would happen if you gave the marketing budget for your next three products to the designers?  Could you afford a world-class architect/designer/sculptor/director/author?"

"What could you measure?  What would that cost?  How fast could you get the results?  If you can afford it, try it.  'If you measure it, it will improve.'"

"Buy a bottle of Dr. Bronner's.  Now, working with your factory and your designers, Bronnify a variation of one of your products."

"Do you have the e-mail addresses of the 20% of your customer base that loves what you do?  If not, start getting them.  If you do, what could you make for these customers that would be super-special?  Visit sethgodin.typepad.com and you can sign up for my blog and get daily updates."

THE MAGIC CYCLE OF THE COW
1.  Get permission from people you impressed the first time.  Not permission to spam them or sell them leftovers or squeeze extra margins from them.  Permission to alert them the next time you might have another Cow.

2.  Work with the sneezers in that audience to make it easier for them to help your idea cross the chasm.  Give them the tools (and the story) they'll need to sell your idea to a wider audience. 

3.  Once you've crossed the line from remarkable to profitable business, let a different team milk it.  Productize your services, servicize your products, let a thousand variations bloom.  But don't believe your own press releases.  This is the inevitable downward slide to commodity.  Milk it for all it's worth, and fast. 

4.  Reinvest.  Do it again.  With a vengeance.  Launch another Purple Cow (to the same audience).  Fail and fail and fail again.  Assume that what was remarkable last time won't be remarkable this time."

SNEEZE!!

Purple Cow History

Marian Wright Edelman

"We must not, in trying to think about how we can make the big difference, ignore the small daily differences we can make which, over time, add up to the big differences we often cannot foresee."