Scientists are sexier than growth hackers.

25% of Nobel Prize winning scientists sing or make music in their spare time.

In his book Range, David Epstein shows, Nobel Prize winning scientists are 25 times more likely to sing, dance, or act than the average scientist. They’re 17 times more likely to create art, 12 times more likely to write poetry, and 4 times more likely to be a musician.

And on top of that, the average age of a Nobel Prize winner is 59, the average age of a Pulitzer Prize winner is 49, the age you'll win your first Oscar is 50.

So if you want to be at the absolute top of your game, then you need to sing, dance, draw, write or act in your spare time.

And you need to old enough to have the battle scars from, well, the various battles you've been in. Oh, and your knees need to ache in the winter.

MBA's and fast mouths

Because it's Cannes this week, I've been thinking about it this.

Why? Because, marketers and Ad agencies seem to fetish youth and efficiency-at-all-costs.

And they definitely fetish the young swashbuckling 30 year olds, with an MBA and a fast mouth.

Who does that describe? The gazzilion growth-hackers, the snake-oil salesmen who've stealthily got themselves a seat in client boardrooms.

They've whispered in their ears 'efficiency, acquisition, performance marketing, sexy times'

Scientists are Mick Jagger, while growth-hackers are Elon Musk.

So what does it mean for Underdogs?

People with interests outside of work are more productive, better critical thinkers and less likely to be a know-it-all-nobber.

You want your Underdog to grow? Stop hiring people who argue about corporate strategy on LinkedIn at weekends. Outside of work, Elon shouts on Twitter while sleeping under his desk.

Instead hire people who get outside. People who've got a hobby, people who write, or draw, or paint at the weekends.

People are better at their job by not living and breathing it 24/7. Ooooof, shocking.

And believe me, the people most likely to have a life outside of work, are going to be older. They just don't post about it on TikTok.

Moves like Jagger

Underdogs need to attract the best critical thinkers. Why? Because the only way Underdogs can beat their competition is by out-thinking them.

And what's the best way to improve your chances of out-thinking the comp? Hire somebody who's faced the same situation a hundred times before.

And you know who's sexy? Sir Mick Jagger. Proper scientist.

Underdog brands, need Underdog thinking.