It's easy to write about certain topics, like celebrities, or technology, or even social media. Everybody wants a piece of it. But what if your passion is botany, supply chain logistics, or cognitive psychology? How do you get noticed with a compelling story when your subject is ' well ' boring? In the summer of 2006, an economics book was on the New York Time Bestseller list. The title was provocative and promised to be anything but a boring read.