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Perry Sink Marshall is an American business consultant, and author of books on marketing, business strategy, communications technology, and evolution.


Life

Marshall is the son of a
pastor A pastor (abbreviated to "Ps","Pr", "Pstr.", "Ptr." or "Psa" (both singular), or "Ps" (plural)) is the leader of a Christianity, Christian congregation who also gives advice and counsel to people from the community or congregation. In Lutherani ...
. He graduated with a degree in
electrical engineering Electrical engineering is an engineering discipline concerned with the study, design, and application of equipment, devices, and systems that use electricity, electronics, and electromagnetism. It emerged as an identifiable occupation in the l ...
from the
University of Nebraska–Lincoln The University of Nebraska–Lincoln (Nebraska, NU, or UNL) is a Public university, public Land-grant university, land-grant research university in Lincoln, Nebraska, United States. Chartered in 1869 by the Nebraska Legislature as part of the M ...
.


Work and publications

After graduating, Marshall worked as an acoustical engineer at Jensen, where he designed loudspeaker systems for Honda, Mazda, Ford and Chrysler. Subsequently, he was a national sales manager at Synergetic Micro Systems; he left in 2001 after the company was bought by Lantronix. He started a marketing consultancy, Perry S. Marshall & Associates, and published his first book, ''Industrial Ethernet: A Pocket Guide''. It was followed by second and third editions, co-written with John Rinaldi. Marshall learned to use
Google AdWords Google Ads, formerly known as Google Adwords, is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, and videos to web users. It can place ads in the res ...
soon after it was first introduced. In 2002, he released ''Guerrilla Marketing for Hi-Tech Sales People'', an
audio CD Compact Disc Digital Audio (CDDA or CD-DA), also known as Digital Audio Compact Disc or simply as Audio CD, is the standard format for audio compact discs. The standard is defined in the '' Red Book'' technical specifications, which is why t ...
. With Bryan Todd, he wrote ''The Definitive Guide to Google AdWords'' in 2006, and ''Ultimate Guide to Google AdWords'' in 2007. In 2011, with Thomas Meloche, Marshall published ''Ultimate Guide to Facebook Advertising''. He wrote ''80/20 Sales and Marketing'', published in 2013, expanding on Richard Koch's 80/20 rule, as it applies to various areas in the operation of a business. '' Inc.'' magazine reviewed it as one of the "5 Best Sales Books of 2013". He wrote a paper detailing the underlying mathematical basis of the 80/20 rule, which was published in the June 2018 issue of the
Harvard Business Review ''Harvard Business Review'' (''HBR'') is a general management magazine published by Harvard Business Publishing, a not-for-profit, independent corporation that is an affiliate of Harvard Business School. ''HBR'' is published six times a year ...
, Italian edition. His paper entitled ''Biology transcends the limits of computation'' was published in the journal
Progress in Biophysics and Molecular Biology ''Progress in Biophysics and Molecular Biology'' is a peer-reviewed scientific journal publishing review articles in the fields of biophysics and molecular biology. It was established in 1950 as ''Progress in Biophysics and Biophysical Chemistry'' ...
in October 2021. With William Miller,
Arthur Reber Arthur S. Reber (born 1940) is an American cognitive psychologist. He is a Fellow of the American Association for the Advancement of Science (AAAS), the Association for Psychological Science (APS) and a Fulbright Fellow. He is known for introducing ...
and Frantisek Baluska, he co-authored the paper ''Cellular and Natural Viral Engineering in Cognition-Based Evolution'', which was published in the May 2023 issue of ''Communicative and Integrative Biology''. His paper entitled ''The Role of Quantum Mechanics in Cognition Based Evolution'' was published in the journal
Progress in Biophysics and Molecular Biology ''Progress in Biophysics and Molecular Biology'' is a peer-reviewed scientific journal publishing review articles in the fields of biophysics and molecular biology. It was established in 1950 as ''Progress in Biophysics and Biophysical Chemistry'' ...
in July 2023 He continues to design high performance loudspeakers and write on the design philosophy he follows. In January 2021, one of his designs was featured on the cover of AudioXpress magazine. Another of his speakers won the Parts Express annual design competition. He hosted the June 2023 meeting of the Chicago Audio Society in 2023.


Evolution

In 2015, he published ''Evolution 2.0: Breaking the Deadlock Between Darwin And Design'' (BenBella Books, Inc., ), a publicly accessible account of scientific progress supporting
extended evolutionary synthesis The Extended Evolutionary Synthesis (EES) consists of a set of theoretical concepts argued to be more comprehensive than the earlier modern synthesis of evolutionary biology that took place between 1918 and 1942. The extended evolutionary synthe ...
. The book accepts the process of
natural selection Natural selection is the differential survival and reproduction of individuals due to differences in phenotype. It is a key mechanism of evolution, the change in the Heredity, heritable traits characteristic of a population over generation ...
, but based on the work of
Barbara McClintock Barbara McClintock (June 16, 1902 – September 2, 1992) was an American scientist and cytogenetics, cytogeneticist who was awarded the 1983 Nobel Prize in Physiology or Medicine. McClintock received her PhD in botany from Cornell University ...
,
Lynn Margulis Lynn Margulis (born Lynn Petra Alexander; March 5, 1938 – November 22, 2011) was an American evolutionary biologist, and was the primary modern proponent for the significance of symbiogenesis, symbiosis in evolution. In particular, Margulis tr ...
, James A. Shapiro and
Denis Noble Denis Noble (born 16 November 1936) is a British physiologist and biologist who held the Burdon Sanderson Chair of Cardiovascular Physiology at the University of Oxford from 1984 to 2004 and was appointed professor emeritus and co-director o ...
, rejects the hypothesis that variation arises primarily from
random In common usage, randomness is the apparent or actual lack of definite pattern or predictability in information. A random sequence of events, symbols or steps often has no order and does not follow an intelligible pattern or combination. ...
DNA copying errors. It summarises the argument of Hubert Yockey that DNA transcription and translation are encoding and decoding as defined in
information theory Information theory is the mathematical study of the quantification (science), quantification, Data storage, storage, and telecommunications, communication of information. The field was established and formalized by Claude Shannon in the 1940s, ...
expounded by
Claude Shannon Claude Elwood Shannon (April 30, 1916 – February 24, 2001) was an American mathematician, electrical engineer, computer scientist, cryptographer and inventor known as the "father of information theory" and the man who laid the foundations of th ...
and not derivable from currently known laws of physics. He provides an overview of the following mechanisms, which he regards as more likely sources of variation: *
Epigenetics In biology, epigenetics is the study of changes in gene expression that happen without changes to the DNA sequence. The Greek prefix ''epi-'' (ἐπι- "over, outside of, around") in ''epigenetics'' implies features that are "on top of" or "in ...
– heritable phenotype changes that do not involve alterations in the DNA sequence * Transposition – the rearrangement of DNA segments to different locations in the gene *
Horizontal gene transfer Horizontal gene transfer (HGT) or lateral gene transfer (LGT) is the movement of genetic material between organisms other than by the ("vertical") transmission of DNA from parent to offspring (reproduction). HGT is an important factor in the e ...
– the transfer of genetic material between organisms *
Hybridization Hybridization (or hybridisation) may refer to: *Hybridization (biology), the process of combining different varieties of organisms to create a hybrid *Orbital hybridization, in chemistry, the mixing of atomic orbitals into new hybrid orbitals *Nu ...
– the outcome of sexual reproduction between two distinct species *
Symbiogenesis Symbiogenesis (endosymbiotic theory, or serial endosymbiotic theory) is the leading evolutionary theory of the origin of eukaryotic cells from prokaryotic organisms. The theory holds that mitochondria, plastids such as chloroplasts, and possibl ...
– the theory that some organelles of eukaryotic cells are descended from formerly free-living prokaryotes He debated these issues with Michael Levin at the
Institute of Art and Ideas The Institute of Art and Ideas (IAI) is a British philosophy organisation founded in 2008. It operates the HowTheLightGetsIn philosophy and music festival. Overview The IAI is a not-for-profit organisation with the stated aim of "rescuing philo ...
.


Evolution 2.0 Technology Prize

Marshall has organized a private equity group and created the Evolution 2.0 prize, which is presently a $10 million reward for an Origin Of Information experiment that can be specified as a patentable process. He announced the prize at the
Royal Society The Royal Society, formally The Royal Society of London for Improving Natural Knowledge, is a learned society and the United Kingdom's national academy of sciences. The society fulfils a number of roles: promoting science and its benefits, re ...
in May 2019. The Evolution 2.0 prize is offered to anyone who can demonstrate a spontaneously arising communication system that matches Claude Shannon’s 1948 definition. Marshall says that if claims that codes are an emergent property of nature are true, then the problem should be in principle solvable and commercially valuable. He suggests that such a discovery would produce breakthrough results in artificial intelligence research. Submissions will be evaluated by a judging panel consisting of: * George Church, Harvard & MIT *
Denis Noble Denis Noble (born 16 November 1936) is a British physiologist and biologist who held the Burdon Sanderson Chair of Cardiovascular Physiology at the University of Oxford from 1984 to 2004 and was appointed professor emeritus and co-director o ...
, Oxford University *
Michael Ruse Michael Escott Ruse (21 June 1940 – 1 November 2024) was a British-born Canadian philosopher of science who specialised in the philosophy of biology and worked on the relationship between science and religion, the creation–evolution contr ...
, Florida State University


Cancer Symposium and Working Group

Marshall was a co-organizer – with Frank H. Laukien, James A. Shapiro,
Denis Noble Denis Noble (born 16 November 1936) is a British physiologist and biologist who held the Burdon Sanderson Chair of Cardiovascular Physiology at the University of Oxford from 1984 to 2004 and was appointed professor emeritus and co-director o ...
and Henry Heng – of the three-day ''Cancer and Evolution Symposium'' in October 2020, and was the facilitator of the third day of that event. This symposium led to the creation of the Cancer Evolution Working Group within the
American Association for Cancer Research The American Association for Cancer Research (AACR) is the world's oldest and largest professional association related to cancer research. Based in Philadelphia, the AACR focuses on all aspects of cancer research, including Basic research, basic, ...
, and to the monthly online Cancer Evolution Seminar Series. Marshall is a faculty member at the ''1st International Conference on Polyploid Giant Cancer Cells'' at the
University of Texas The University of Texas at Austin (UT Austin, UT, or Texas) is a public research university in Austin, Texas, United States. Founded in 1883, it is the flagship institution of the University of Texas System. With 53,082 students as of fall 2 ...
, February 2024.


References

{{DEFAULTSORT:Marshall, Perry Living people American business writers American advertising executives University of Nebraska–Lincoln alumni 21st-century American non-fiction writers Year of birth missing (living people) Extended evolutionary synthesis Symbiogenesis researchers