This feature examines the success of evidence-based practice (EBP) and the associated Cochrane Collaboration. It seeks to identify critical success factors associated with the way that both initiatives have been marketed. The simplicity of the original message used by each initiative allowed for subsequent assimilation of nuances and variants. Two implications for health librarians are highlighted; recognition that EBP is simply the embodiment of one world view and that many others may make a useful contribution and the need to craft a simple message capturing the unique selling points of the profession. To create a unique contribution health librarians require a detailed picture from market research of user information needs.