The Scientific Method

In the olden days, people tended to believe anything. If a supposition sounded plausible enough, it was usually accepted. And in this way, during a lunar eclipse, it became common knowledge that a dragon was eating the moon.

Enter the scientific method—a brilliantly elemental system for discerning fact from belief. And in every modern discipline, science has opened the doors to greater efficiency, accountability, and comprehension. Every discipline, but one.

It's not that science can't apply to marketing communications; it's that marketers have resisted the necessary changes. Pride and impatience have perpetually derailed the methodical pursuit.

But The Borenstein Group is changing the game. In 1995, we began creating strategic campaigns that were proven to work before they ever hit the field. Since then, our tools have gotten a little more sophisticated, our knowledge base a little deeper, and our commitment even stronger. The scientific method endures.