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It’s not them, it’s you. Dodge the despair and disseminate your work effectively!

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Footnotes

  • Contributors AM conceived the idea. AM SAG and AT drafted the manuscript. All authors reviewed this draft and further revised the text. JD and AM produced the animation. DG and AM produced the infographic.

  • Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

  • Competing interests None declared.

  • Patient consent for publication Not required.

  • Provenance and peer review Not commissioned; internally peer reviewed.