Rory Sutherland: If there’s no answer, the question’s probably wrong

Until the late 1960s, the advertising agency J. Walter Thompson ran something called a ‘copy test’. It was a series of questions designed to uncover people with the kind of perverse imaginative talent necessary to work in their creative department.

One question, for instance, was ‘Describe, using no more than 50 words, a piece of toast to a Martian.’