Engaging through example - we participate by observing examples of self-improvement.
Nietzsche's focus was the will to power or self-overcoming excellence. Something about the website should inspire individuals to push themselves and overcome their previous work. The site could help inspire this through stories from the perspective of individual researchers highlighting their challenges and their thought process in overcoming them. These could complement the case studies or be a completely separate page dedicated to researcher stories. These researchers play the role of the "overman" and are progressing ahead of the site visitors.
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