Instead of doing simple observation, case study or survey based research, scientists all over the world spend millions of dollars to do “Experiments”. And there is a reason behind that. Sometimes its just easy to establish that two phenomenon are inter-related. What is difficult to establish is out of the two; which is the cause and which is the effect. That’s what experiments can do.

There is a concept called “Swimmers Body Illusion”. Professional swimmers dont have perfect body because they train extensively. Rather they are good swimmers because of their physique. Lets take the case of swim demon Michael Phelps. A man’s arm span equals his height but in his case it’s 6’7″-three inches more than his height. Naturally his arms work as powerful propulsive paddles, giving him a clear edge over others. His lower body, interestingly, is shorter than that of an average man of his height. His relatively short legs result in less drag or resistance. In short, Phelps has an upper body of a 6’8″ person but his lower body seems to be of someone who is only 5’10”, which also make the perfect plane in water.

London business school is not the best school at producing  the best talents. Maybe, the most talented individuals choose to study there. What’s the cause and what’s the effect? Who knows for sure?

Without this illusion, half the advertising campaign in the world will not work. Through the attractive models used in cosmetics branding, many women tend to believe by using those cosmetics they would also be like those super models. But actually its because these models are like that which is why they are chosen to advertise those beauty products. What is the cause? And what is the effect?

Beware.