Martin Gardner´s “Fads and Fallacies in the Name of Science” is classic book for skeptic. What strikes a chord for everyone in working in advertising is when he is describing the paranoia in pseudoscientists. Does these character traits sound familiar?
- He considers himself a genius.
- He regards his colleagues, without exception, as ignorant blockheads.
- He believes himself unjustly persecuted and discriminated against.
- He has strong compulsions to focus his attacks on the greatest scientists and the best-established theories (actually this is probably only thing where pseudoscientist differs from pseudomarketer. Usually pseudomarketers are too spineless to really fight the status quo).
- He often has a tendency to write in complex jargon, in many cases making use of terms and phrases he himself has coined.
Usually these traits are more probable the more removed the marketer is from the actual work. For pseudomarketer it is obvious that he is genius if he has not really ever done any marketing activities himself. Nothing is more dangerous than a moron who thinks he is visionary.