“It’s pleasant to think an ideas brilliance is self evident and doesn’t require the theater of marketing.
“But whether you’re an academic, screen writer, or entrepreneur, the difference between a brilliant new idea with bad marketing and a mediocre idea with excellent marketing can be the difference between bankruptcy and success.
“The trick is learning to frame your new ideas as tweaks of old ideas.
“Mix a little fluency with disfluency. To make your audience see the familiarity behind the surprise.”
Derek Thompson, Hit Makers