An interesting research raises an obvious question: If humans — scientists included — are apt to cling to their beliefs, why is science so successful? How do our theories ever change? How do we learn to reinterpret a failure so we can see the answer? A thought provoking wednesday morning read from wired.

Recently, someone posed me a question about why traditional advertising folks can’t get the gist of digital engagement. The answer is actually quite simple. Traditional advertising folks need to understand that digital creatives not just come up with great concepts. Digital creatives change behaviors. And this is extremely true if you see how folks are consuming information from the digital space.

Right now, users are harnessing a wide-range of digital activity, smeared across various activities and media and software. And the exposure distracts the users in various instances.

David McCandless came up with a wonderful chart to showcase the hierarchy of digital distractions. A wonderful visual guide to say it all.