The idea for (and name of) the dunce
cap comes from a 13th-century philosopher named John Duns
Scotus, who, as his name suggests, was born in Duns, Scotland.
This well-respected but terribly oblique scholar felt that
conical hats actually increased learning potential. He claimed
that knowledge is centralized at the apex and then funneled
down into the mind of the wearer.
Duns was an inveterate hair-splitter and came up with terms
like "thisness." He was widely praised in his day,
but eventually fell out of intellectual favor. His "duns
cap" was an obvious target of derision and came to symbolize
Without an understanding of and respect for the consumers
who own your brand, you might ultimately share Duns’
distinction of believing in an erroneous idea to such an extent
that you become the source of public humiliation.
to us. We can help.