"The success of any user generated content-related project should be judged in the long term. Try not to use it as a one-off campaign activation idea. Think of it instead as the beginning or continuation of an ongoing dialogue with your consumers."

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One wonders how people in primitive societies, with no knowledge of chemistry or physiology, ever hit upon a solution to the activation of an alkaloid by a monoamine oxidase inhibitor. Pure experimentation? Perhaps not.

— Richard Evans Schultes