I think that there are similarities between and biology, as both marketing and biology are a sciences of exceptions. We as marketeers sometimes spend too much of our time looking at universal laws of behaviour, unfortunately, we are using the wrong scientific tools. In biology everything is learnt from looking at oddities, biologists look for peculiarities, the unexpected and counter intuitive behaviours.

Charles Darwin learned about evolution by looking at the weird things not the things everyone took for granted. Marketing should not be measured by how do we interrupt people with advertising and sell products. Marketing is all about - who we are, what we do, and how we change the world. Coca-Cola video is a great example of how to earn attention, trust and confidence.