(137b) The Art of Myth Busting: A Lesson in Questioning Age-Old Technical Understanding

Many of us came to love the television series “Myth Busters” whose premise was to either confirm or refute common legends and myths through design and demonstration of technology. Myth busting approaches can be powerful methods to unlock understanding, gain insights and determine quickly if a new product concept will hit the mark or not. Empowering teams to challenge these myths and create a safe space for failure can accelerate innovation and achieve results that seemed unattainable at the outset. In an era of machine learning, how do we balance real world “hard tech” experiments with “virtual simulations.” Be inspired by lessons learned in process design, catalyst science and surface chemistry.