Today we use reason, mathematics and experimental test …

What Stephen Hawking writes about our model of Universe and its law seem to apply to business, management and marketing as well.


According to Viking mythology, eclipses occur when two wolves, Skoll and Hati, catch the sun or moon. At the onset of an eclipse people would make lots of noise, hoping to scare the wolves away. After some time, people must have noticed that the eclipses ended regardless of whether they ran around banging on pots.

Ignorance of nature’s ways led people in ancient times to postulate many myths in an effort to make sense of their world. But eventually, people turned to philosophy, that is, to the use of reason—with a good dose of intuition—to decipher their universe. Today we use reason, mathematics and experimental test—in other words, modern science.


Just look at the many different recipes, tools and best practices that are being produced everyday. Even when the methods use math, they lack rigor and most importantly lack a solid theory. In the absence of reliable way to evaluate these models, what is popular, acceptable and said by a Guru in high position has become indisputable business science. In the end we are all chasing away the wolves with our loud noises!