"Once you've developed your Earth-shatteringly brilliant scientific idea," Dr. Pickleston responded, "step one is to patent the idea, to prevent others from stealing it. Step two is to call a press conference, to tout the revolutionary nature of the idea and its virtually-unimaginable range of commercial applications. Step three is to found a company around the idea, to which you should attract as many high-profile investors as possible. Only after you've completed these preliminary steps should you even consider submitting the idea to a journal for peer review."