I think the role of marketing in innovation is almost always down played. The real battle with vaccination wasn't so much having the idea or discovering the procedure, it was persuading people to change their behaviour sufficiently to adopt it. And nearly all good ideas domin jobs was a marketer first and a technology second. I mean, if you look at the great american inventors, i mean, eison was one step away from p t. Lipton, the tega uca, you know, was effectively a showman. Otis the elevator used to go to fair grounds and actually put people in an elevator and cut the cable to show how the mechanism workd this is as much