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Best of May @Chempetitive: The Economy, Stupid

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Super smart. Ambitious. Hard working.

And jobless.

Know anybody like this? We do, and you probably do too.

No one—not even those with a PhD—is immune from the economy, which was the common thread of our three most read @Chempetitive tweets in May.

The [number of PhDs collecting food stamps tripled from 2007 to 2010](http://chronicle.com/article/From-Graduate-School-to/131795/) according to a May 6 story in the Chronicle of Higher Education. Reading Robert Oscar Lopez’s story in the comments section (1,052 likes) will break your heart (quick version @5:27). Will you still be eating Ramen after your diploma? Interestingly, not a single professor in science, technology, engineering or math (STEM) was quoted.

What’s it going to take to get the economy back on the right track? Innovation. Fast Company reported on [MIT scientists who invented a user interface](http://www.fastcodesign.com/1669799/mit-creates-amazing-ui-from-levitati...) that Olivia Newton John would love: it gets physical. Imagine manipulating a ball floating in front of you to use your computer. Or better yet, watch it here:

Once we innovate, what’s the best way to market it? By telling a story. Humans are hardwired to pay attention to stories, and according to one digital strategist, PR—not advertising—should lead the way. Inconceivable (24:18)? Don and I have (somewhat) divergent opinions on this [Advertising Age article](http://adage.com/article/guest-columnists/advertising-thrive-adopting-te...), and you might be surprised to see what sides we take.

While your agarose mini gel runs for the next half-hour, listen to the latest podcast.

(Bonus: if the pen is mightier than the sword, what’s mightier than the pen? Find out @17.08. Plus, listen for a reference to the [cosmos’s coolest astrophysicist](http://www.youtube.com/watch?v=VBUVLBtxdj0) @16:32).