I was reviewing a PhD proposal recently and was prompted to invent a new word, this is a (pretty) shameless attempt to get this into general circulation. The PhD was looking at impact in knowledge transfer when most accepted opinion is that transfer (from say universities to companies) is a rather old fashioned way of thinking about this sort of activity and could well become a millstone at the start of a 6 year project. It seemed to me that ‘Betamaxification’ or hitching your wagon to a falling star was a good way of describing this. Please use this liberally and if anyone has seen this in action let me know either here or by fax or post me something on a Jazz drive.