Marty, great stuff. Really well argued. Rigour. And more rigour. Those were the days... cp.

That's clear. Not new, certainly. It's the same clarion call year after year. But it is clear. The missing word in your industry output list (although implicit) is 'ineffective'. Lord Leverhulme's 'working 50%' seems likely to be a gross exaggeration today. Really understanding what worked and why so has to be the first step. Without this, you are destined to write the same thing this time next year.

Wise words, Marty. As true today as it was 40 years ago. However, I have a feeling that fairly imminently it won't be this particular discipline needing to be 'rescued' by luminaries from other disciplines like you, or indeed having to justify its existence at all.... cp.