How Research-Driven Organizations Become Thought Leaders


Platforms and Where to Insert Them

Do you need a platform before you write a book?

Yes, says nearly everyone.

(Sound of list muttering: “Uh….what’s a platform?”)

OK, let’s back up. A platform is the sum of your marketing resources and audiences — the full metal jacket that you and your organization/institution can muster to support raising awareness of, conversation about and sales for your book.…

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TTLT: Screening Sunscreen

Would you rather:

a) Read a scientist’s accessible and well-written 850-word breakdown on the evidence about whether sunscreens are harmful to us — and how we should respond?


b) Watch a four-minute video by the same scientist doing the same breakdown and giving similar advice?…

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