Don’t get me wrong: I think research can be great. Maybe my favorite example is the work done by Corporate Visions, which provides truly fresh and useful insights into sales presentations. Their secret sauce is using simulations to find out how people are truly likely to behave, rather than surveys that reflect how people want to present themselves. Their latest study found that telling executives about unrecognized flaws in their current solutions is the most effective way to stimulate action. But there’s much more to it than that: just read the paper.