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We appear to be surrounded by geniuses these days. The day this issue went to press, news outlets referred to, among other people, a soccer star, a DJ, a Tesla owner and the inventor of avocado toast kits all as geniuses. To be technical about it, a genius is someone with an IQ of 140 or over—and that, for the record, is a mere quarter of 1 percent of the population.

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This story first appeared in the November 5, 2018, issue of Adweek magazine. Click here to subscribe.