The scientific method

In most interactions, we take a defensive posture. We try to defend the

brand, or our turf or our job. The problem with defense is that it's

static. The best way to get smarter, to embrace and to cause change and to triumph in times of market turmoil is to adopt the scientific method.

Ask yourself, "what do I believe that's wrong? How can I change the way I do things? What works? What doesn't?"

If you enter a conversation looking for something to test, measure and ultimately change, it's likel