So how does something different ever succeed? ”By dressing something new in old clothes, and making the unfamiliar seem familiar,” writes Duhigg.Publishers have kind of tried to do this with anthologies. The danger is overpromising and underdelivering as well as a reader feeling the subject of a bait and switch. To really make a sea change in publishing, I think you have to inundate readers with the foreign until it becomes familiar. This means publishing not just one book but a slew of them until that thing that is unfamiliar becomes ordinary, or in other terms, oversaturated. Packaging Author A with bestselling Author B isn’t enough. It has to be done over and over and over until people complain of being sick of it.