A Friend of Yours Has Just Turned 40 and He

question 31

Multiple Choice

A friend of yours has just turned 40 and he is asking you whether or not he should have a PSA test done as part of his annual physical exam. What would you tell him?

• A) Definitely yes, because along with a rectal exam, PSA is likely to prevent prostate cancer.
• B) Yes, because along with treatment, his chances of surviving prostate cancer will be greatly increased.
• C) No, because current research shows that a positive PSA test does not correlate at all with prostate cancer.
• D) You should tell him to look at the research literature and have a discussion with his physician about the relative risks versus potential benefits of PSA screening.

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Definitions:

Design Disruption

involves innovations or transformations in design that significantly alter the market or the way products are perceived and used.

Authenticity Quadrant

A concept used to evaluate the genuineness of a brand or product through various perspectives or dimensions.

Brand

The unique design, symbol, name, or combination thereof that serves to identify and differentiate a product or service from those of competitors.

Design Disruption

Innovative changes in design that significantly alter the market or industry standards.