Not just with its & it’s–another common goof up that irks me is saying “In the late 80’s”. I’ve seen some of the biggest companies make this mistake and regularly read papers supposedly written by PhDs that don’t understand the difference.
Helps to know I ain’t the only one who’s bothered by this:)
I have started looking at marketing blogs, realizing that my job as a academic is to convince people to take my ideas seriously enough do something. And noticing that the best academics are often the best marketers of their ideas. For example, I regularly see big shots in my field tweaking and then popularizing ideas/techniques from less famous peoples’ research in interesting ways, and thereby getting lots of other researchers moving in a new direction.
Convincing other geeky academics to use your model might be different than convincing people to buy a premium vodka. But maybe not.