THE CHALLENGE: In the eyes of the public, academic research is not innovative or engaging, nor does it create an impact on society. One renowned 2007 study claimed that 50 percent of academic papers are read only by their authors and journal editors, and 90 percent are never cited, which signifies that no one finds them useful. At Jönköping International Business School (JIBS) in Sweden, we wanted to challenge this perception. We asked, “How can we translate our faculty’s research into information that’s relevant and valuable to the public discourse?” Our answer was to create a new blogging platform called Vertikals.