to move a new idea or product into the mind, you must first move an old one out. “The world is round,” said Christopher Columbus. “No, it’s not,” said the public, “it’s flat.” To convince the public otherwise, fifteenth century scientists first had to prove that the world wasn’t flat. One of their more convincing arguments was the fact that sailors at sea were first able to observe the tops of the masts of an approaching ship, then the sails, then the hull. If the world were flat, they would see the whole ship at once. All the mathematical arguments in the world weren’t as effective as a
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