You need to understand it even if it’s not your job.

You can't build a systemic capability without a systematic approach.

Did you know that you're 30 times more likely to laugh if you're with somebody else than if you're alone? Cognitive neuroscientist Sophie Scott shares this and other surprising facts about laughter in this fast-paced, action-packed and, yes, hilarious dash through the science of the topic.

Marketers use a variety of tactics in order to pursue their larger marketing strategies. For example, if your overall strategy for a particular campaign is to target single women of a certain age and income, then one of your tactics might be to advertise in a magazine that’s popular with those particular women or become a sponsor of a charity event that such women support and attend.