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Don't get too hung up on the "impact" of research - academics really need to think much more broadly about the marketisation of their work. Dan Stern, an innovation-communication specialist, argues that "the days of getting the odd paper published, speaking at a conference or forming a knowledge network that satisfies research council demands but achieves little else" are over. His advice? "Put on your lipstick, do your hair and go out and sell, baby, sell."

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