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Every working scientist has experienced a situation similar to the following at least once in their career: You have written a fantastic paper or review article and yet, the recognition your work receives in terms of crediting citations, seems to be in no way commensurate with your perceived quality of that work. Then, another paper is published by a different group, which essentially makes points identical to those in your earlier work, but this newer paper is cited at a wildfire rate. Such differential transmission of similar content is the cornerstone of inefficient market theory, a subject that defines our modern physical understanding of economics (Shiller 2014). In short, the inefficient market model dictates that quality is only one factor defining the degree of saleability of an item, with ease of access, exuberance of the market and the psychology of advertising (or group thinking) often being just as important features in achieving these goals (Lawrence 2007). Despite the apparent unfairness, researchers need to be cognizant of the fact that their scientific success, in the short term at least, may depend as much (or more) on product placement and scientific ‘advertisement’ than any actual measure of intrinsic scientific worth (Lawrence 2007). With this point in mind, it is important to researchers’ career progression for them to try and maximise the dissemination of published work. In this Editorial, I describe a Springer Nature initiative known as ‘SharedIt’ that helps to promulgate scientists’ research work published within Biophysical Reviews. In its most basic form, the SharedIt initiative constitutes a web link to the ReadCube web domain that specifies a readonly portable document format (PDF) version of the author’s article. Upon publication of an article in Biophysical Reviews, the corresponding author will receive a SharedIt link by automated email, while the non-corresponding authors of the paper may enter their article’s digital object identifier (DOI) number and email address into the following Springerhosted web site, http://authors.springernature.com/share. A short time later, the author will receive a reply email of the following form: Dear Author, Thank you for publishing your manuscript with Biophysical Reviews. To assist you in sharing your published article swiftly with colleagues and the wider community, we are providing you with the special SharedIt link below. Anyone with the link will be able to connect to a view-only version of your article for free. If you have selected an Open Access option for your paper, or where an individual can view content via a personal or institutional subscription, recipients of the link will also be able to download and print the PDF. All readers of your article via the shared link will also be able to use Enhanced PDF features such as annotation tools, oneclick supplements, citation file exports and article metrics. http://rdcu.be/pcs1 Please feel free to share this link with your co-authors. There are no restrictions on the number of people you may share this link with, how many times they can view the linked article or where you can post the link online. More information on Springer Nature’s commitment to content sharing and the SharedIt initiative is available here. Sincerely, Springer Nature * Damien Hall [email protected]; [email protected]