Broadening the Mind Part II: Basing Decisions on the Bell Curve

Rationally speaking, people should make decisions based on sound, scientific evidence, especially when it comes to policy. The No Child Left Behind Act was one example of such “evidence-based education,” which was supposed to integrate professional wisdom with solid empirical evidence in making decisions about how to deliver instruction. Though its focus on accountability is […]

Broadening the Mind Part I: Know Your Target Audience

As a former advertising executive, I learned an important lesson: Know your target audience. It means that you need to get into the minds of whoever you are selling to. For example, advertisers ask questions like: Why do people want to buy an iPhone instead of a Blackberry? Why should one use an online bank […]