Back in the Mad Men days, marketers were creative superstars that lived on the edge to move people, brands and businesses. Since the nineteen sixties, we moved from a world characterized by linearity, craftmanship and scarcity to one being defined by acceleration, automation and abundance. While we shifted to this opposite, marketing (research) seems to be still holding on to the same old principles and values as if nothing has changed. We are fooling ourselves in thinking we are part of this transformation. Instead we are characterized by ignorance, where we keep on chasing the same practices. Is our market at a standstill? Have we lost our edge? This paper will highlight a framework to bring back the edge marketing (research) deserves.