The reward structure in universities is horrible because you're rewarded for being the best. Generalists don't get hired or promoted because they don't publish enough and many of the good journals, he says. The promotion policy in industry should be based upon not what have you done this good for the world but what has you done that's good for our profits right? That could be done just with a few senior committed people at the top,. And they have to wave the wrath of the shareholders as well.