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The Science of Innovation & When Doctors Make Mistakes

Something You Should Know

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The Love-Hate Relationship Between Innovation and Invention

Matt Ridley: For an innovation to really work and get people excited, you have to sell it. He says marketing is a big part of that; we've missed out on some very good technologies because inventors didn't know how to market them or sell them. We resist the new thing until we stop resisting the new thing, then we love the new things, he says. "It's this resistance and giving in and adopting and then resisting again that is so fascinating," Ridley says.

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