1. Take one everyday concept and analyse it carefully. (Vegans may substitute an x-phi survey.)
2. Stir in two or three strong intuitions and a cupful of raw scientific data. Beat the mixture vigorously until it looks like a hard problem.
3. Add half a cup of finely chopped logic, two heaped tablespoons of folk psychology, and some freshly prepared terminology.
4. Spread the mixture thinly over a standard article format and glaze with superficially novel proposals.
5. Allow to rise over a conference season.
6. Place into a high-impact journal and leave for 6 to 24 months. Test occasionally with an email. The article is ready when it turns to a crisp PDF.
7. Garnish with impact factor and present in a CV or funding application.