Why, he asks, can a woman in Bangladesh get a micro-loan more readily than the average frontline employee at a global 1000 company can get a small amount of money for somethingexperimental?
Marketers wake up to the opportunity this presents and get some experimental budgets approved by touting and leveraging the fear of being left out of something new and transformational.
In the world of cancer research, there is something called a Kaplan-Meier curve, which tracks the survival of patients in the trial of an experimental drug.