In the movie Jurassic Park, Jeff Goldblum’s character Dr. Ian Malcolm makes a miraculous observation when he says “your scientists were so preoccupied with whether or not they could (make dinosaurs) that they didn’t stop to think if they should.” Ahhh the difference between can and should is important when making dinosaurs — and it’s equally important in marketing and communications. We’re going to go deep into the jungle of “Jurassic Park Logic" and test out some popular marketing torture mechanisms to see whether they are really worth the risk. We’ll also see who’s winning and losing this week in the ultimate fight for business survival so join me behind the park gates on the next awe-inspiring episode of May the Best Brand Win on Entertalk Radio.