“If we knew what we were doing, it wouldn’t be called research.”

Albert Einstein

What is a genuine experiment?

A true experiment is blind. It is when you try something not because you know what will happen but in order to see what will happen. These are two entirely different strategies. One is inside-the-square and the other is outside-the-square.

My view of the lack of real experimentation in selling and business has been because of a dominant preference for short term gains. So, there is not such a strong tradition for genuine blind experimentation as there is in science.

“I regard the brain as a computer which will stop working when its components fail. There is no heaven or afterlife for broken down computers; that is a fairy story for people afraid of the dark.”

Stephen William Hawking, CH, CBE, FRS, FRSA

Hawking is an Honorary Fellow of the Royal Society of Arts, a lifetime member of the Pontifical Academy of Sciences, and in 2009 was awarded the Presidential Medal of Freedom, the highest civilian award in the United States. Hawking was the Lucasian Professor of Mathematics at the University of Cambridge between 1979 and 2009. Subsequently, he became research director at the university’s Centre for Theoretical Cosmology.

•• Click through to full article in The Guardian …


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There are two basic meanings of success:
1. You-Lose, and
2. I-Win.

You-Lose is the kind of success a boxer enjoys in an Olympic Champion title fight. For him to win the title – be Olympic Champion of the World – and collect the Gold Medal he has to see that the other fighter fails to win. This kind of situation is called, by games theorists, a ‘zero sum’ game and is where success for one player means failure for the other.

Backgammon is also a zero sum game as are Olympic sports and professional sporting competitions like cricket, football, basketball and baseball.

I-Win is more like what happens in life itself. At home (whether in a relationship between lovers or families), or at school, or at work, I can be successful by playing I-Win without anyone having to lose or fail.

– I-Win can happen without my mate having to fail.
– I-Win can happen without my customer having to lose.
– I-Win can happen without my neighbour having to suffer.

That is because in the ‘game of life’ there is always a third party which we will call The Banker.

When there is a banker who always pays out and collects after each encounter, two players can co-operate and laugh all the way to the bank. Mountain-climbing is a non-zero-sum game where I-Win can happen without my partner having to fail, or fall.

Blackjack at the casino is a non-zero-sum game and a novice player can always be spotted because they do not yet understand the difference between playing You-Lose and I-Win with their fellow players, against The Banker.

In a non-zero-sum game there are only consequences.

The Banker always pays and always collects according to how you play the game or, more precisely, according to which strategy you choose.

There are many strategies in the game of life and some succeed more than others but there is only ONE dominant strategy which ALWAYS succeeds in beating any other strategy. That’s why it is The #1 Law of Success and the one we’ll explore in this masterclass.


Here we explore a new zero sum game to mimic life and called The Game. Those who become skilled in this simplest of all games will become skilled in the #1 Law of Success which is more successful in life than any other strategy. In The Game the Banker makes the following payoffs:

NICE/NASTY: Banker Pays WINNER 1 million points.
NASTY/NICE: Banker Fines SUCKER 200,000 points.
NICE/NICE: Banker Pays Both 600,000 points as REWARD
NASTY/NASTY: Banker Fines Both 20,000 points as PUNISHMENT

Game Theory and Personal Relationships

OK. What’s the science behind all of this? The Game has its biological origins in what scientists now call Game Theory.

We see how succeeding in life–survival & making a living–is largely a strategic matter. A matter of which is the better strategy to choose.

Success in life consists of how well we manage the unfolding series of encounters with others. How we manage our personal relationships. It is a pity that so very little attention is given to this on the school curriculum. How much more valuable and useful in life would a subject called ‘Personal Relationships’ be compared with other subjects, most of which information can be found on Wikipedia.

Personal relationship management in Game Theory is based on how we choose our strategy for each face-to-face encounter. In each encounter we can cooperate and be NICE or we can defect and be NASTY. We see examples of those who always play NASTY, others who always use NICE and still others whose strategy is a mix of NICE and NASTY.

We are introduced to the Rules of The Game and also to the risks and rewards of life which are represented by REWARDS and PUNISHMENTS: a series of points paid out or deducted as fines which the Banker always pays out after each encounter or round of the game. We are now ready to play and try out different strategies. With instant feedback from the Banker we soon see that there are always four inevitable outcomes which, in Game Theory, are called: The Winner, The Sucker, The Punishment and The Reward.


The Temptation to Win is one with which we are all familiar. Exemplified so well by Gordon Gecko in the movie Wall Street, this tactic is all about Victory. It’s the I-Win-You-Lose philosophy where for you to win the other loses; you beat the opponent, you conquer the adversary. “Greed is Good” is the motto of this strategy and in the Game it is the strategy where the other played NICE and you played NASTY.

He becomes the Sucker and you become the Winner. Your Temptation to Win has paid off and you collect the Banker’s highest payment, 1 million points. The Skase’s and Bond’s of the eighties were high profile players of the Temptation to Win strategy and the Adlers, Vizards, Pratts and Rineharts may be more recent examples.

The chance of having the biggest possible payout attracts many people to this NICE/NASTY strategy called the Temptation to Win. It seems, intuitively, to be the best strategy and in Game Theory it’s called ALL NASTY or always play NASTY. If life consisted of only one round or one encounter, it would be the one to always use. But life is unfolding. There are many encounters and repeated rounds in the game of life. We see that this iteration of the game, its repetition, soon shows Temptation to be a flawed strategy with only short term gains and much greater long term losses.


All Winners eventually become Suckers and Suckers always suck. The reason for this is because ‘what goes around comes around’ and ‘those who live by the sword die by the sword’. If you are NASTY to me in this round, then you can be sure that I will be NASTY to you in the next round. This is how the Temptation strategy, which seemed so attractive in Round I, always becomes a problem to the Winner in later rounds when revenge is sweet and the other side gets their ‘payback time’.

In Game Theory, the sure knowledge that there will always be ‘payback time’ in future rounds of the game is called The Shadow of the Future.

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This Future Shadow is the key to The Game. The inevitability of the future consequences is the quintessence of this strategy. But not everyone can see longer term consequences, especially the young. Only those who have the wisdom to see the shadow can choose the better future in order to be in it. Only those who understand this inexorable cybernetic feedback feature of the game can have access to the most successful strategy of all which we call the #1 Law of Success.

The problem with the Temptation strategy is that its short term upside is soon diminished by the long term downside. This is why obsessed Winners eventually become losers.


The Sucker is the biggest loser of all in the Game. You become a Sucker when you play NICE and the other plays NASTY. You get ‘caught with your pants down’ and you’re ‘a sitting duck’. The Banker saves his biggest fine for the Sucker, a hefty 200,000 and it’s called the Sucker’s Payoff.

Yet, there are those who actually play a strategy called ALL NICE or ‘Always play NICE’. These Suckers always suck. They actually reward Temptation. They make it intelligent behaviour for the other to always play NASTY and collect their 1 million prize. In Darwinian evolution, Suckers are altruistic and help other members of the species to pass on their genes to the next generation always at their own expense. In biology, Suckers always suck, they die a Darwinian death.

In a sense, all Suckers are blind. That is, they are blind to consequences. They cannot see the Shadow of the Future. They fail to understand the impact of payback time. The greedy Sucker who gives her savings to the Get-Rich-Quick-Merchant is blind to the consequences. The Bloody Idiot (portrayed so effectively in TAC ads) who drinks then drives is a blind Sucker. The smoker who heeds the Marlboro man but not the Cancer Society is a blind Sucker. Blind Suckers who stay blind always end up losers.

This is a fatal disease. Most Righteous Suckers die. They may die in battle or are put to death at the whim of their victorious Winners. They are conquered and crushed by their opponent. Many Righteous Suckers are suffering from PTV, the Plato Truth Virus. I have written in depth about PTV in Software for Your Brain.

PTV causes the host brain to believe that they are ‘uniquely right’, that they have a certain and absolute ‘truth’. Righteous Suckers have usually contracted PTV through any religious or political movement which claims to be the ‘True Religion’ or the ‘Right Majority’. They also are blind to the Shadow of the Future. Some become martyrs, others become dictators. All end up dead. Suckers always suck.

We have all been Sad Suckers and hopefully we learn from the experience. The Sad Sucker played NICE and was tricked. The Sad Sucker played NICE on the understanding that the other was going to play NICE too. He was wrong. She was sucked in. Each reader will have his or her own bitter memories of childhood abandonment, broken trust, emotional betrayal. The young draftee who returns from Vietnam to find no welcoming parade, no grateful public is a Sad Sucker. The faithful wife who trusts her unfaithful husband is a Sad Sucker.

Children are often Suckers because they are so vulnerable and trusting. Whether they trust the pedophile who offers “to take them to mummy” yet is their mortal enemy or their older sister who always takes the bigger slice of cake, children are often suckers.

The important point about the Sad Sucker is to learn from the experience. Children grow up and become players in the Game of Life. They can then choose whatever strategy they wish. They don’t have to remain Sad Suckers and fortunately, most don’t.


The Game always punishes winners. Whatever the outcome of today’s round there will always be future rounds to play and that’s where the Winners get punished. Because the game of life is unfolding it is a cybernetic or feedback loop.

There are many rounds of the game and each player has multiple encounters. There’s always a payback whether you call it karma or feedback or revenge or reprisal or reciprocation or retaliation. This brings us to the best strategy of all: tit4tat

Tit-for-tat means payback. The Dutch call it ‘dit vor dat’ and the French ‘tant pout tant’. Caesar called it ‘quid pro quo’. To Shylock it was a ‘pound of flesh’ and the Hebrews called it ‘an eye for an eye’. In the Game it is NASTY/NASTY. If you play NASTY then I’ll play NASTY, too. The Banker calls this The Punishment and both players are fined an inconvenient 20,000. But, wait a moment, how can this be the #1 Law of Success? Surely not! It seems very wrong and counter-intuitive.


If at first you think tit4tat is all about revenge, look more deeply, more strategically. It’s not. In both The Game and in real life this is the best strategy of all yet it is one which has a very poor reputation because it is so widely misunderstood. tit4tat is often considered childish at best and uncharitable, even heartless, at worst. But tit4tat is NOT about revenge. It is NOT just about ‘an eye for an eye’. It’s much more than that. It is all about the Shadow of the Future. It’s about consequences. You might even say it’s about the management of karma.


tit4tat it is the fairest strategy of all and, as it turns out, the most successful strategy in life and, therefore, the only one which qualifies as the #1 Law of Success.

In Game Theory, t4t or the tit4tat strategy is also called the NICE Strategy and has two basic rules:
1 Always play NICE first, then
2 Always match the other’s play thereafter.

In other words, you start by playing NICE then whatever move the other plays, you match it. If he plays NASTY then so do you. If she plays NICE, you play NICE. You never cheat and you never waver.

There are several outcomes for those who use this strategy. Obviously, you always punish Winners. Whenever a Winner plays NASTY you ALWAYS play NASTY, you ALWAYS punish NASTY with matching NASTY. That’s what is meant by ‘an eye for a eye’ but there’s more to Tit-for-Tat than just returning NASTY with NASTY. Tit-for-Tat also means you ALWAYS return NICE with NICE!

This always leads to NICE/NICE. The Winner soon realises that to play NASTY will immediately produce the same retaliation so that he is virtually playing NASTY on himself. To win the 1 million, he has to achieve NASTY/NICE and he now understands that, in Tit-for-Tat, he never can. In Tit-for-Tat there are only two possible outcomes, NASTY/NASTY, the Punishment which will cost him 20,000 every time. Or, NICE/NICE.

This paradox is the nut of the masterclass and takes a little getting used to. The members must fully come to grips with this insight: that tit4tat or an eye for an eye always ends up leading to NICE/NICE.

It is hard for the Western mind to grasp simply because we have been taught that ‘turn the other cheek’ is the better strategy. It isn’t. Turn the other cheek always leads to NICE/NASTY because if one is always going to be NICE then the other is rewarded more for being NASTY than for being NICE.


Always reward NICE. NICE/NICE is called The Reward in Game theory. NICE/NICE is when both players play NICE and the Banker pays out his second highest payment of 600,000 to each player. It’s not a million but it’s a very nice reward. Only tit4tat/t4t can produce this outcome. If the players are intelligent and are not Suckers who are blind to the Shadow of the Future then there is nothing to stop them playing NICE/NICE in every round of the game and picking up their Reward of 600,000 points every time. This is the I-Win-You-Win philosophy and ALWAYS scores the highest points. t4t is the ultimate strategy and those that ALWAYS play t4t, or NICE/NICE, will ALWAYS be successful in life. Win/Win is the #1 Law of Success.

Tit-for-Tat is how you reward a nice guy. When he or she plays NICE you always play NICE. You NEVER play NASTY. You NEVER yield to the Temptation to Win the million. You build trust and you ALWAYS both succeed.

In selling, the traditional American model, which I have called oldsell is the Temptation strategy. Close the sale and win! Contrast this with the newsell model which is based on the relationship of trust built up by the NICE/NICE strategy. The Chinese use this model (Confucian) and have been much more successful at selling for a much longer period of time than Americans.


This masterclass offers participants a unique strategy called t4t. t4t is the #1 Law of Success. t4t is a counter-intuitive but very powerful strategy to help you to succeed in the unfolding Game of Life. Whenever you decide to use the tit4tat strategy you:

Always REWARD NICE tit4tat – (NICE/NICE)


Always avoid the TEMPTATION to WIN – (NICE/NASTY)

Always avoid the SUCKER’S PAYOFF- (NASTY/NICE).


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(These notes are from The Advanced Strategy Masterclass with Dr Michael Hewitt-Gleeson © 2014).

Great Innovators Think Laterally

by Ian Gonsher and Deb Mills-Scofield | 10:00 AM April 23, 2013

Do you ever wonder why cars aren’t called “horseless carriages” anymore? Today’s cars are just as horseless as they were a century ago. Horselessness is standard equipment on most new and late models, both foreign and domestic.

Framing the question this way may seem a bit absurd; yet, it’s a playful reminder that innovation does not emerge out of nothing. New innovations evolve from historical, iterative processes. The automobile developed out of, and in opposition to, concepts associated with the horse and carriage. This was the familiar frame of reference when the automobile first emerged. Early automobiles extended and adapted the accustomed 19th century understanding of locomotion.

However, long after the automobile had made the horse and carriage obsolete and the association had faded, the concepts of each still defined one another; this synthesis is still present today. Traces of the horse and carriage are found in terms like “horsepower” and in the names of classic cars like the Mustang, Colt, and Bronco. Consider the form of a car’s design. You can see how four legs evolved into four wheels and headlights into the eyes of our metal beasts of burden. The vestiges of formative features still affect how we make sense of the built environment and our material culture, even if the original antecedent has long been forgotten.

Often, when searching for a new way to understand a familiar idea, we look for its opposite. By doing this, we create a spectrum of possibilities between what it is and what it is not. This strategy is somewhat similar to what is often referred to as the Hegelian Dialectic, although Hegel himself probably never used this term, or its familiar formula: Thesis, Antithesis, and Synthesis:

  • Thesis is a proposition about a prevalent paradigm; e.g. a horse and carriage;
  • Antithesis is a counter proposition that opposes or negates the Thesis; e.g. the first generation of automobiles called “horseless carriages”;
  • Synthesis emerges from the tension between the Thesis and the Antithesis, blending the opposing ideas without fully negating either of them completely; e.g. our modern understanding of the car.

A creative, innovative mind also seeks to move beyond the given categories of thought established by binary either/or frameworks (such as the Hegelian model just described). This is still a move towards synthesis, but it includes opposing concepts that are internal to that binary framework and to ideas outside of it. If you’re a visual thinker, you can think of the internal concepts as a “vertical” axis and the external concepts as a “horizontal” axis. Lateral thinking, the ability to move horizontally across different categories of thought, often manifests itself as a synthesis between seemingly incongruent ideas; think of Roger Martin’s classic, Opposable Minds.

Let’s extend the horselessness example to imagine how horizontal moves across categories can play out. Beyond the familiar four-wheeled vehicle, which may have evolved in response to animal anatomy, we can imagine other categories of vehicles. We might imagine a vehicle with three wheels or five wheels or no wheels at all. But why stop there? We can imagine even more divergent, lateral moves across other categories as we consider vehicles that fly or hover. Once upon a time legs became wheels, which eventually took on a variety of divergent configurations, so why can’t wheels become something else entirely?

Consider the astonishing fact that within about 60 years we went from Kitty Hawk to Apollo 11, from flying just a few feet above the earth’s surface to traveling the 234,000 miles to the moon. Flying vehicles went from wings to wingless, from within the earth’s atmosphere to outside of it in a single lifetime. This is just one example of how lateral thinking and quick iteration can produce astonishing results in a relatively short amount of time. Students at Brown University and the Rhode Island School of Design had the opportunity to explore this principle at the 2012 Better World By Design Conference, where they iteratively designed, constructed, and tested paper airplanes. They extended familiar categories of the paper airplane to include designs inspired by frisbees, helicopters, and birds. Within about an hour, participants had completely reimagined the paper airplane, exploring categories that went well beyond their initial conceptions about what a paper airplane was and could be.

The creative process is just that: a process. Recognizing value that others have missed doesn’t require preternatural clairvoyance. A well-honed creative process enables us to intuitively recognize patterns and use those insights to make inductive predictions about divergent ideas, both vertically within categories, and horizontally across categories. By understanding the genealogy of innovation within a given category, we can imagine what might come next.

We need to break out of thinking that is solely based on what we know, what we assume, and what we’ve experienced. Many of us are so entrenched in our industries that we don’t know how to think laterally or horizontally. We usually go a mile deep but only an inch wide. We haven’t given our people and ourselves the time and opportunities to explore other industries, cultures designs, ways of being and doing, and other “adjacent possibilities.”

If you want to take your “car” far beyond horses, even to the moon perhaps, you and your team need to understand the genealogy of innovation, of how you got to where you are, and look outside of that familiar world to see where you can go.