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Today, the adoption rate in medicine remains chronically slow. One study examined the aftermath of nine major discoveries, including one finding that the pneumococcal vaccine protects adults from respiratory infections, and not just children. The study showed that it took doctors an average of seventeen years to adopt the new treatments for half of American patients. A major review published in the New England Journal of Medicine found that only half of Americans receive the treatment recommended by US national standards.
Black Box Thinking
Matthew Syed
So in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only.
Scientific Advertising
Claude Hopkins and Byron Maxim
When you’re the boss, it’s awkward to ask your direct reports to tell you frankly what they think of your performance—even more awkward for them than it is for you. To help, I adopted a go-to question that Fred Kofman, author of Conscious Business and my coach at Google, suggested. “What could I do or stop doing that would make it easier to work with me?”
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