Is there a correlation between the journalistic approach and the stage of an innovation?A few weeks ago, one of our national newspapers, ”De Volkskrant“, printed a cover story on neuromarketing in its Saturday edition. It was one of those days that I did not regret the fact that opinion makers in the Netherlands have very little impact on a world scale.Was it a bad article? No actually, it was pretty good. The journalist explained the field, its origins, the benefits, relevant questions, the challenges… But then, all of a sudden, they introduced a doctor in philosophy with a master in medicine. He was against neuromarketing and throughout the five pages of the article he was willing to quote things like “I am fed up with this pseudoscience” and “neuromarketing will disappear for sure”. Of course the editors of ‘De Volkskrant’ found these the right pull quotes as edgy angles to catch readers’ attention…Apparently they could not find any other opponents of neuromarketing, which made the intervention of this philosopher a little weird and their meant-to-be balanced story fell apart in my opinion.