Do you long to become a "thought leader", thinkfluencing your way from TED talk to tech conference, lauded for your insights? I hope not. But if so, you could do worse than consult a paper published in 1971 by the maverick sociologist Murray Davis, entitled "That's Interesting!" (I found it via Adam Grant.) What is it, Davis asks, that makes certain thinkers – Marx, Freud, Nietzsche – legendary? "It has long been thought that a theorist is considered great because his theories are true," he writes, "but this is false. A theorist is considered great, not because his theories are true, but because they are interesting." Even in the world of academia, most people aren't motivated by the truth. What they want, above all, is not to be bored. [...] We live in the Era of Interestingness: attention is money, and purveyors of the interesting can make millions from Twitter feeds of amazing facts – even if they're not always true facts – or from books or blogs offering intriguingly counterintuitive perspectives. [...] To grab people's attention, you should argue that something we think of as bad is good, or vice versa; that some apparently individual phenomenon is really collective; that several seemingly disparate things are actually part of the same thing; and a few others. It's unnerving how many thinkers can be pigeonholed this way. Christian morality seems good, Nietzsche argued, but really it's bad. Mental disorders, dreams and slips of the tongue might seem unrelated, Freud said, but really they're the result of the same inner drives. And on and on.