“Creative people often bristle at the suggestion that they have to stoop to market their ideas or dress them in familiar garb.” Derek Thompson, Hit Makers

“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