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Low-hanging fruit: “We had people say no journals will trust our system (to provide a cloud-based Web service for the academic publishing market) and join it. Experts would weigh in against the idea — people with a lot of time in the field — but they didn’t know the problems or the market we were going after. We just didn’t listen to it. People told us to go after low-hanging fruit — low-status journals. Instead, we went after big ones. Some high-status journals were willing to come on, and it snowballed.”
