Einstein

Wheeler also worked closely with Albert Einstein, helping center his theory of general relativity.

Then, Albert Einstein solved the tension by coming up with the theory of relativity, which explains how massive objects cause distortions in spacetime.

"The study suggests one important early life reason why more women than men have AD and also provides a better understanding of resilience factors that might fortify women with oophorectomy against AD," said Einstein.

Keith Wells, founder and director of brand strategy business Brandwell, points out Apple's "think different" advert in 1997 which, rather than showcasing its computers, instead featured the likes of Albert Einstein and Mahatma Gandhi.

We need a different level of thinking and analysis, as Einstein advised.