Your boss keeps proposing new marketing initiatives that solve zero problems, and you're wondering where it all went wrong. It's not just your boss; decision-makers everywhere struggle to identify and tackle their organization's critical problems. You look around and gasp; Marketing has strayed from its scientific roots. Join Victor Etti, business strategist, for a lighthearted discussion of the business scientific process. We’ll use case studies, guest perspectives, marketing theories/principles, and occasional humour to tackle the Idea Industry.