Dilip Soman


Dilip Soman is the Corus Chair in Communication Strategy at the Rotman School of Management, and co-director of the Behavioural Economics in Action Research (BEAR) centre.

A pair of shoes at a crossroads, one side labelled fact and one side labelled alternative

The Profitability of Proof

by , et al.Issue: May / June 2017

Don’t be fooled by the popularity of alternative facts. The case for having evidence back up corporate claims has never been more compelling.