Around 1990 the marketing manager of an organisation of which I was a trustee assured me that her specialty was an exact science. She had an MSc in flogging stuff, she said, and knew exactly what she was doing. Since the organisation was on the point of bankruptcy I had my doubts. Twenty years later, Geoffrey Miller tells us that we were both right – and both wrong. Marketing could indeed be much more of a science than it is, but the science that is currently brought to bear on it is hopelessly wide of the mark. What’s really needed is evolutionary psychology.