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If your research paper is rejected for publication by a peer-reviewed journal, what do you do next? Some editors would suggest that it should not be sent to another journal, yet there are contributors who would just put a 'failed' paper straight back in the mail to another journal and trust to luck. I argue that rejection should be a time for reassessment, when the input of the editor(s) and reviewers(s), all experts in their field, should be considered and acted upon as necessary. The revitalized and improved contribution can then be sent to a new journal with confidence.