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Lectures at night, “homework” during the day. Call it the Fisch Flip. “When you do a standard lecture in class, and then the students go home to do the problems, some of them are lost. They spend a whole lot of time being frustrated and, even worse, doing it wrong,” Fisch told me.

Why not, Godin has proposed, put out the cheaper paperback – or even an e-book – first? Readers are more likely to gamble on an unknown author when they can risk £8 rather than £25.