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Cracking the Burden of Brilliance – Why Some Ideas Survive and Others DieEssay Preview: Cracking the Burden of Brilliance – Why Some Ideas Survive and Others DieReport this essayJack GallivanAdvertising Literacy11/12/07Cracking the Burden of Brilliance:Made To StickWhy Some Ideas Survive and Others DieMy experience at Southern Methodist University, specifically in the advertising realm, has been.