What do forensic science and marketing have in common? More than you might think.

Both require an ability to analyze evidence, challenge assumptions, and uncover hidden truths that are often hiding in plain sight.

Alina Burroughs, a forensic expert and star of the hit show Crime Scene Confidential, has spent years piecing together clues to solve cases, and as it turns out, many of those same techniques can also be applied to marketing.

In this episode, Alina reveals how marketers and CSIs are both after the same thing - understanding motivations and finding the right guy (or gal). She also points out how forensic tools like “presumptive tests” can be used to help marketers make smarter decisions before going all in on an idea.

Throughout our conversation, Alina shares real-world crime scene stories that demonstrate the power of looking beyond the obvious and why it’s critical to challenge our own beliefs if we want to get to those breakthrough moments.

Some of my favorite aha moments from our conversation include:

How crime scene investigators fight cognitive bias and why marketers should do the same
The surprising role that gut instinct plays in forensic work and brand strategy
What a “skin glove” is (warning: it’s both fascinating and unsettling)
The importance of marketing from the outside in instead of inside out
Why saying the “stupid” thing out loud can sometimes lead to the smartest insights

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Shows

Crime Scene Confidential Trailer

Brands

Liquid Death - Andy Pearson on Any Insights Yet?

Last Crumb Bakery

Books

Never Split the Difference by Chris Voss

319. The West Memphis 3 Part 18 -- Jessie Misskelley's First Confession