Get More People to Understand Your Research!

WEBVTT 00:00:09.192 --> 00:00:09.971 All right, ladies and gentlemen, 00:00:09.992 --> 00:00:11.632 we're doing a live stream today. 00:00:11.712 --> 00:00:15.073 Pulling my best Taylor Swift move. 00:00:15.935 --> 00:00:17.875 I think I teased some of you 00:00:17.914 --> 00:00:19.675 to watch this live stream 00:00:19.716 --> 00:00:20.315 by saying I'm going to pull 00:00:20.335 --> 00:00:21.477 my best Taylor Swift move. 00:00:22.257 --> 00:00:23.736 And here's what I mean by that. 00:00:24.937 --> 00:00:26.597 Is Taylor Swift lost the 00:00:26.678 --> 00:00:27.539 rights to her music. 00:00:27.559 --> 00:00:28.559 She didn't own her music anymore. 00:00:29.920 --> 00:00:30.500 She didn't like that. 00:00:31.638 --> 00:00:32.978 So I actually had a tweet 00:00:33.037 --> 00:00:34.838 from Kelly Clarkson, of all people. 00:00:34.918 --> 00:00:36.338 She said, you know, it'd be a shame, 00:00:36.399 --> 00:00:36.698 Taylor, 00:00:36.738 --> 00:00:37.918 if you went back into the studio 00:00:38.700 --> 00:00:40.159 and re-recorded all your 00:00:40.219 --> 00:00:41.560 songs because you still own 00:00:41.579 --> 00:00:42.920 the writing credits to it. 00:00:43.881 --> 00:00:45.100 When you re-record your songs, 00:00:45.121 --> 00:00:47.460 they are new and now you own them. 00:00:48.381 --> 00:00:49.142 It's a brilliant move. 00:00:49.161 --> 00:00:50.121 So that's what Taylor Swift 00:00:50.262 --> 00:00:50.822 has been doing. 00:00:51.682 --> 00:00:54.003 I said, am I in a similar situation? 00:00:55.051 --> 00:00:57.414 I gave a presentation at CSM last week, 00:00:57.514 --> 00:00:58.914 seven days ago today, 00:00:59.316 --> 00:01:00.796 as I record and live stream 00:01:02.179 --> 00:01:04.662 at CSM for APTA is in Boston. 00:01:04.742 --> 00:01:06.403 And if you weren't there or 00:01:06.444 --> 00:01:07.305 if you had something else 00:01:07.344 --> 00:01:08.286 going on or you couldn't 00:01:08.305 --> 00:01:10.587 make it to Boston, well, that's a shame. 00:01:11.289 --> 00:01:12.689 Be a shame if I live 00:01:12.730 --> 00:01:14.231 streamed the presentation, though, 00:01:14.591 --> 00:01:15.852 so you could watch it live 00:01:16.513 --> 00:01:18.135 or you could watch the replay. 00:01:18.536 --> 00:01:19.596 So if you're watching right now, 00:01:19.677 --> 00:01:20.637 I am just curious. 00:01:20.677 --> 00:01:22.039 This is purely for research 00:01:22.058 --> 00:01:22.900 because the goal of the 00:01:22.939 --> 00:01:25.100 presentation at CSM was for researchers. 00:01:25.662 --> 00:01:27.203 If you're watching live or the replay, 00:01:27.242 --> 00:01:29.665 drop down below just who you are, 00:01:29.725 --> 00:01:30.286 what you do. 00:01:30.807 --> 00:01:31.706 Are you a clinician? 00:01:31.746 --> 00:01:32.647 Are you an academic? 00:01:32.688 --> 00:01:33.649 Are you an educator? 00:01:33.808 --> 00:01:34.909 Are you a researcher? 00:01:35.921 --> 00:01:37.423 And then where you are geographically, 00:01:37.563 --> 00:01:39.304 I am always amazed by where 00:01:39.343 --> 00:01:41.125 this YouTube stuff that we put out there, 00:01:41.144 --> 00:01:42.665 the podcast episodes that we share, 00:01:42.965 --> 00:01:45.007 I'm always amazed where it goes. 00:01:45.447 --> 00:01:46.447 So feel free to do that. 00:01:46.567 --> 00:01:47.888 I also want to make sure you 00:01:47.908 --> 00:01:49.388 understand the physics of this. 00:01:49.989 --> 00:01:51.069 If you're watching it live 00:01:51.109 --> 00:01:51.870 and have a question, 00:01:52.010 --> 00:01:52.911 want to make a comment, 00:01:53.751 --> 00:01:54.652 a lot of times I say keep 00:01:54.691 --> 00:01:55.792 it to yourself and wait to the end. 00:01:55.992 --> 00:01:56.492 Don't do that. 00:01:57.441 --> 00:01:58.721 ask the questions in the 00:01:58.762 --> 00:02:00.703 comments below whenever you 00:02:00.743 --> 00:02:02.105 want as it comes to you 00:02:02.206 --> 00:02:03.527 shout them out with your 00:02:03.546 --> 00:02:05.009 keyboard and then at the 00:02:05.168 --> 00:02:06.709 end I'll see if I have time 00:02:06.790 --> 00:02:08.111 to answer a few of them if 00:02:08.151 --> 00:02:09.233 you're watching the replay 00:02:09.272 --> 00:02:11.134 can you still ask questions 00:02:11.175 --> 00:02:12.997 or make comments yes 00:02:13.356 --> 00:02:13.978 because I'll get a 00:02:14.018 --> 00:02:15.459 notification and I can 00:02:15.538 --> 00:02:17.281 chime in and reach and and 00:02:17.320 --> 00:02:18.562 respond to that I want to 00:02:18.581 --> 00:02:19.323 make sure you understand 00:02:19.342 --> 00:02:20.843 that this is interactive live 00:02:21.784 --> 00:02:23.526 Or if you're watching this 00:02:23.606 --> 00:02:25.008 later or listening to this later, 00:02:25.367 --> 00:02:26.568 I'll release it in little bits. 00:02:26.848 --> 00:02:29.091 So right now, I'll kick things off. 00:02:29.110 --> 00:02:31.192 I'm watching Kaylee is an academic. 00:02:31.832 --> 00:02:33.493 She was also a CSM meeting planner. 00:02:33.894 --> 00:02:35.795 She's watching via Twitter. 00:02:35.915 --> 00:02:36.776 She says, hi, Jimmy. 00:02:37.516 --> 00:02:38.057 Hi, Kaylee. 00:02:38.497 --> 00:02:39.277 Perfect example. 00:02:39.438 --> 00:02:40.399 Thank you for being my beta 00:02:40.419 --> 00:02:41.080 tester on that. 00:02:41.640 --> 00:02:43.263 Now, I'll start off by saying, 00:02:43.823 --> 00:02:45.044 people always ask at the 00:02:45.164 --> 00:02:46.225 end of a presentation at 00:02:46.265 --> 00:02:47.828 CSM or any conference I've been to, 00:02:48.427 --> 00:02:49.490 can I have your slides? 00:02:49.509 --> 00:02:50.390 I would love your slides. 00:02:50.431 --> 00:02:51.352 Can I get your slides? 00:02:52.432 --> 00:02:52.973 And I'm just going to get 00:02:52.992 --> 00:02:53.533 that out of the way. 00:02:53.913 --> 00:02:54.975 So I'll put the link in the 00:02:55.036 --> 00:02:55.917 comments below when the 00:02:55.956 --> 00:02:56.798 live stream is over, 00:02:57.018 --> 00:02:58.459 and you can download the slides, 00:02:58.819 --> 00:02:59.741 use them as you want. 00:02:59.781 --> 00:03:00.842 Just leave my name on there 00:03:00.901 --> 00:03:01.682 so I get a little credit. 00:03:02.514 --> 00:03:03.635 Or you can point your camera 00:03:03.675 --> 00:03:06.177 right now at the screen, at the QR code. 00:03:06.538 --> 00:03:06.957 And yes, 00:03:07.318 --> 00:03:09.639 you can has my slides as I kick 00:03:09.659 --> 00:03:11.200 things off with an internet meme. 00:03:11.241 --> 00:03:12.342 So QR code that, 00:03:12.442 --> 00:03:13.682 it'll link it you to Canva 00:03:13.962 --> 00:03:14.924 and you can download them. 00:03:15.123 --> 00:03:15.743 Here's the thing. 00:03:16.645 --> 00:03:17.686 The slides are good, 00:03:18.325 --> 00:03:19.266 but let's just remember the 00:03:19.326 --> 00:03:20.448 slides are actually for me. 00:03:21.475 --> 00:03:22.276 What do I mean by that? 00:03:22.596 --> 00:03:23.937 Giving a presentation as I 00:03:23.956 --> 00:03:25.837 was taught is about the audience. 00:03:26.397 --> 00:03:27.177 And the slides, 00:03:27.337 --> 00:03:28.538 as much as I want to tell 00:03:28.639 --> 00:03:29.438 part of the story, 00:03:30.139 --> 00:03:32.139 you are your presentation. 00:03:32.900 --> 00:03:35.121 The slides are a fraction of 00:03:35.161 --> 00:03:35.881 the presentation. 00:03:36.300 --> 00:03:37.421 So we'll start things off by 00:03:37.842 --> 00:03:38.581 just making sure we're 00:03:38.641 --> 00:03:39.962 understanding we're on common terms. 00:03:40.905 --> 00:03:41.725 The things that you'll see 00:03:41.806 --> 00:03:43.387 supplemented on the screen 00:03:43.407 --> 00:03:45.288 with my slides are not my presentation. 00:03:45.967 --> 00:03:47.949 All of this is my presentation. 00:03:48.049 --> 00:03:49.210 I flew all the way to Boston 00:03:49.229 --> 00:03:50.091 to stand in front of 100 00:03:50.091 --> 00:03:51.731 people and give this presentation. 00:03:52.072 --> 00:03:55.973 Me plus the slides, 90%, 10%, 95%, 00:03:55.973 --> 00:03:57.354 10% is the presentation. 00:03:57.395 --> 00:03:58.556 So if you want the slides, yes, 00:03:58.596 --> 00:03:59.616 you can have my slides, 00:03:59.635 --> 00:04:00.157 and there they are. 00:04:00.676 --> 00:04:01.537 So let's kick this 00:04:02.298 --> 00:04:02.997 presentation off by 00:04:03.098 --> 00:04:04.179 understanding who I was 00:04:04.598 --> 00:04:05.900 giving this to and see if 00:04:05.939 --> 00:04:06.781 you fit that mold. 00:04:07.614 --> 00:04:10.475 I was asked to explain to 00:04:10.536 --> 00:04:12.637 researchers how they can 00:04:12.717 --> 00:04:16.620 improve understanding of their research. 00:04:16.800 --> 00:04:17.660 I am not a researcher. 00:04:17.800 --> 00:04:18.620 I am not here to change how 00:04:18.641 --> 00:04:19.321 you do research. 00:04:20.401 --> 00:04:21.983 Where I think my background 00:04:22.002 --> 00:04:23.163 and expertise comes in 00:04:23.384 --> 00:04:26.185 afterwards is after your 00:04:26.245 --> 00:04:27.786 research is published. 00:04:28.387 --> 00:04:29.307 So that's why the title of 00:04:29.326 --> 00:04:31.028 the presentation was 00:04:31.288 --> 00:04:32.589 Science Isn't Finished 00:04:33.310 --> 00:04:34.610 Until It's Understood. 00:04:35.747 --> 00:04:37.369 We have to have an agreement 00:04:38.170 --> 00:04:39.990 that this is true. 00:04:40.232 --> 00:04:40.752 I believe, 00:04:41.091 --> 00:04:42.793 and my presentation is to make 00:04:42.853 --> 00:04:44.754 you understand and believe, that is, 00:04:44.935 --> 00:04:45.536 your research, 00:04:45.576 --> 00:04:47.377 your science isn't finished 00:04:48.197 --> 00:04:50.158 until it's understood. 00:04:50.178 --> 00:04:52.240 I'm going to break things 00:04:52.281 --> 00:04:53.961 down simply by starting off. 00:04:55.163 --> 00:04:56.824 That what you're doing in research, 00:04:56.964 --> 00:04:58.326 I know how you do it, 00:04:58.766 --> 00:04:59.666 might be complicated. 00:05:00.269 --> 00:05:01.649 like maybe using technology, 00:05:01.709 --> 00:05:02.769 you're organizing people, 00:05:02.810 --> 00:05:03.790 you're testing things. 00:05:04.271 --> 00:05:05.190 But what you're really 00:05:05.271 --> 00:05:07.310 trying to do at the base of 00:05:07.610 --> 00:05:09.271 all of it is you are trying 00:05:09.312 --> 00:05:10.672 to communicate something 00:05:11.132 --> 00:05:12.451 from yourself or your group 00:05:13.072 --> 00:05:13.732 to other people. 00:05:14.952 --> 00:05:16.452 I want to say that this is simple, 00:05:18.072 --> 00:05:18.733 but not easy. 00:05:19.353 --> 00:05:20.473 You'll see that theme come 00:05:20.514 --> 00:05:22.494 up a lot throughout this presentation. 00:05:23.113 --> 00:05:24.754 My background is in journalism, 00:05:24.793 --> 00:05:26.795 communications, radio broadcasting, 00:05:26.814 --> 00:05:28.514 and now podcasting and live streaming. 00:05:29.564 --> 00:05:30.586 It doesn't sound like research, 00:05:31.526 --> 00:05:32.567 but where I think I added 00:05:32.668 --> 00:05:34.350 is when you're done with research, 00:05:34.370 --> 00:05:34.949 I'm going to give you some 00:05:34.970 --> 00:05:36.411 of those tools so you can 00:05:36.451 --> 00:05:37.372 do what's on the screen. 00:05:37.673 --> 00:05:40.134 It's just two tin cans with a string. 00:05:40.935 --> 00:05:41.055 Now, 00:05:41.096 --> 00:05:44.379 the string might be audio or a video 00:05:44.798 --> 00:05:47.221 or social media platforms or a website. 00:05:47.262 --> 00:05:47.802 Yeah, yeah, yeah, yeah, yeah. 00:05:48.523 --> 00:05:49.884 But remember, simple, not easy. 00:05:49.944 --> 00:05:51.144 At the base of everything, 00:05:52.065 --> 00:05:53.468 we are communicating ideas. 00:05:54.386 --> 00:05:56.487 to achieve understanding. 00:05:56.507 --> 00:05:58.247 You're not done until you 00:05:58.307 --> 00:06:00.447 achieve understanding. 00:06:00.827 --> 00:06:01.507 Let's keep going. 00:06:04.088 --> 00:06:05.788 So make sure we understand 00:06:06.488 --> 00:06:09.129 and we are in agreement of 00:06:09.209 --> 00:06:10.329 what we are here to do. 00:06:12.071 --> 00:06:13.750 The goal of understanding, 00:06:13.771 --> 00:06:14.771 the goal of doing your 00:06:14.831 --> 00:06:17.512 science is not to have had 00:06:18.894 --> 00:06:19.576 a publication. 00:06:19.836 --> 00:06:21.600 It's not to have have published. 00:06:21.980 --> 00:06:23.163 The goal of going to the gym 00:06:23.584 --> 00:06:24.867 is not to have gone to the gym. 00:06:24.887 --> 00:06:25.709 The goal of going to the gym 00:06:26.071 --> 00:06:28.134 is to elicit a change or response. 00:06:29.281 --> 00:06:32.461 So I push to you, the researcher, 00:06:33.122 --> 00:06:34.182 and say you are not done 00:06:34.742 --> 00:06:35.562 simply because you have 00:06:35.601 --> 00:06:37.642 achieved the milestone of 00:06:37.702 --> 00:06:38.783 being published in a 00:06:38.882 --> 00:06:40.663 journal or received 00:06:41.023 --> 00:06:42.043 permission to present at a 00:06:42.103 --> 00:06:44.043 conference or been given a 00:06:44.103 --> 00:06:45.624 spot in a poster presentation. 00:06:45.783 --> 00:06:46.925 And here is why. 00:06:47.485 --> 00:06:49.165 If we agree on science isn't 00:06:49.185 --> 00:06:50.285 finished until it's understood, 00:06:51.165 --> 00:06:53.605 here's the problem, as I see it. 00:06:54.286 --> 00:06:57.387 Right now, we face a distance... 00:06:58.658 --> 00:07:03.199 of 17 years from publish to practice. 00:07:03.459 --> 00:07:05.160 That is a long time. 00:07:05.199 --> 00:07:07.540 That is most of a career for some people, 00:07:07.540 --> 00:07:08.761 17 years. 00:07:09.860 --> 00:07:11.000 Well, why is the gap? 00:07:11.641 --> 00:07:12.601 People just don't have, 00:07:13.062 --> 00:07:14.221 they don't read anymore. 00:07:14.382 --> 00:07:15.562 They don't really care. 00:07:15.583 --> 00:07:17.202 I don't know. 00:07:17.223 --> 00:07:19.363 I'm going to push back and say some of it, 00:07:19.384 --> 00:07:19.903 we got to take some, 00:07:20.064 --> 00:07:21.004 we got to take some ownership. 00:07:21.144 --> 00:07:22.685 Some of it needs to be on us, 00:07:23.204 --> 00:07:23.944 the researcher. 00:07:25.180 --> 00:07:26.341 Or another person on your 00:07:26.380 --> 00:07:26.980 team that you might not 00:07:27.021 --> 00:07:28.141 even know could be on your team, 00:07:28.641 --> 00:07:30.122 and that is a science communicator. 00:07:30.622 --> 00:07:31.322 So right now, 00:07:31.702 --> 00:07:32.822 this is what has been published. 00:07:33.302 --> 00:07:34.324 Someone gave me the citation. 00:07:34.363 --> 00:07:34.884 I'll share it. 00:07:35.204 --> 00:07:35.644 But right now, 00:07:35.684 --> 00:07:38.824 there is a gap of 17 years 00:07:39.326 --> 00:07:41.185 from publish to practice. 00:07:41.867 --> 00:07:43.987 And here is an example of 00:07:44.086 --> 00:07:45.668 what that looks like. 00:07:46.307 --> 00:07:46.487 Now, 00:07:47.028 --> 00:07:49.589 imagine there was a big football game 00:07:49.610 --> 00:07:50.589 just a couple of weeks ago. 00:07:51.209 --> 00:07:52.790 Imagine there was another football game. 00:07:53.668 --> 00:07:54.730 between these two teams, 00:07:55.129 --> 00:07:57.312 the Bunsen burners on one side, 00:07:57.872 --> 00:07:58.932 donned in their white 00:07:59.052 --> 00:08:01.615 scientific lab coats and their goggles. 00:08:02.295 --> 00:08:03.937 They are team pro science. 00:08:04.218 --> 00:08:04.978 They are made up of 00:08:05.077 --> 00:08:06.680 researchers and academics. 00:08:06.800 --> 00:08:08.581 They are here to find stuff 00:08:08.701 --> 00:08:10.903 out so we can improve our 00:08:10.942 --> 00:08:11.803 body of knowledge. 00:08:12.437 --> 00:08:13.178 And on the other side of the 00:08:13.218 --> 00:08:15.660 ball are the pseudoscience quacks. 00:08:16.240 --> 00:08:17.581 These are everybody we rage 00:08:17.620 --> 00:08:18.661 against on the internet. 00:08:18.682 --> 00:08:19.762 When they share stuff that 00:08:19.802 --> 00:08:20.802 is just click-baity, 00:08:21.723 --> 00:08:23.185 it has no basis in science, 00:08:23.245 --> 00:08:23.966 but they say it. 00:08:24.346 --> 00:08:26.586 And their goal, well, just be nefarious. 00:08:26.906 --> 00:08:29.288 Their goal is to swindle 00:08:29.329 --> 00:08:30.750 people out of money and 00:08:30.829 --> 00:08:31.990 time and doing things that 00:08:32.051 --> 00:08:32.971 aren't rooted in science. 00:08:33.030 --> 00:08:33.152 I mean, 00:08:33.172 --> 00:08:34.451 you can rage against them as much 00:08:34.491 --> 00:08:35.013 as you want, 00:08:36.067 --> 00:08:36.888 But they are free to do 00:08:36.908 --> 00:08:37.868 whatever they want on the internet. 00:08:37.927 --> 00:08:38.969 Those are the rules of the field. 00:08:39.528 --> 00:08:40.429 Now imagine this. 00:08:41.029 --> 00:08:43.392 It's deep in the fourth quarter. 00:08:44.412 --> 00:08:45.413 And right now the Bunsen 00:08:45.452 --> 00:08:47.854 burners are down by six. 00:08:48.914 --> 00:08:50.535 A touchdown and an extra 00:08:50.596 --> 00:08:52.777 point and they win the logic bowl. 00:08:52.917 --> 00:08:53.638 At stake, 00:08:54.337 --> 00:08:57.240 the attention of the public at large. 00:08:57.921 --> 00:08:58.721 So the stakes are high. 00:08:59.321 --> 00:09:00.481 And the Bunsen burners just 00:09:00.542 --> 00:09:01.342 received their kick. 00:09:02.260 --> 00:09:04.982 They've got to go 80 yards now to score, 00:09:05.342 --> 00:09:07.303 and the end zone is understanding. 00:09:07.884 --> 00:09:09.826 Remember that, not to have published, 00:09:10.265 --> 00:09:11.927 but to achieve understanding. 00:09:12.207 --> 00:09:14.229 So the Bunsen Burners receive the kick. 00:09:14.729 --> 00:09:15.649 They got grant funding. 00:09:16.590 --> 00:09:17.650 Okay, they've got the ball. 00:09:17.831 --> 00:09:18.572 They've got a chance. 00:09:18.792 --> 00:09:19.692 They've got some distance, 00:09:20.052 --> 00:09:21.192 but they have the ball. 00:09:22.594 --> 00:09:25.655 And they do some run plays, some science. 00:09:26.456 --> 00:09:29.219 They do some pass plays, some analysis. 00:09:29.639 --> 00:09:30.960 They mix back and forth. 00:09:33.327 --> 00:09:34.749 If scientists or academics 00:09:34.788 --> 00:09:35.529 or researchers were a 00:09:35.590 --> 00:09:37.051 football team like the Bunsen Burners, 00:09:37.532 --> 00:09:38.513 moving the ball from the 00:09:38.533 --> 00:09:39.994 20-yard line to the end 00:09:40.033 --> 00:09:40.975 zone of understanding, 00:09:41.475 --> 00:09:42.615 that is what you do. 00:09:42.895 --> 00:09:43.897 You do science. 00:09:44.177 --> 00:09:45.418 I'm minimizing it a little bit, 00:09:45.698 --> 00:09:46.639 but you understand because 00:09:46.659 --> 00:09:47.620 it's different for each of you, 00:09:48.081 --> 00:09:48.802 what you're studying and 00:09:48.861 --> 00:09:49.562 how you're studying it. 00:09:50.143 --> 00:09:51.163 But they're moving the ball. 00:09:51.663 --> 00:09:53.166 They're getting closer and closer. 00:09:54.245 --> 00:09:55.628 The stakes are high and the 00:09:55.687 --> 00:09:56.808 clock is running down. 00:09:56.869 --> 00:09:57.889 We're less than two minutes 00:09:57.929 --> 00:09:58.910 away from the end of the game. 00:09:59.821 --> 00:10:00.601 The Bunsen burners are 00:10:00.642 --> 00:10:02.302 cruising closer and closer 00:10:02.342 --> 00:10:03.864 to the end zone when 00:10:04.024 --> 00:10:06.785 suddenly after a run play, 00:10:07.167 --> 00:10:08.967 they hit the 17 yard line. 00:10:09.288 --> 00:10:10.308 They're in the red zone. 00:10:11.169 --> 00:10:13.230 A quick strike pass to the 00:10:13.291 --> 00:10:14.792 end zone could put this 00:10:14.831 --> 00:10:16.214 game out of reach for the 00:10:16.234 --> 00:10:17.333 pseudoscience quacks. 00:10:18.315 --> 00:10:19.316 When out of nowhere, 00:10:20.256 --> 00:10:21.157 the quarterback of the 00:10:21.197 --> 00:10:23.438 Bunsen burners for some 00:10:23.519 --> 00:10:25.780 reason takes a knee. 00:10:27.346 --> 00:10:28.846 With five seconds left, 00:10:28.886 --> 00:10:30.528 an opportunity to strike to the end zone, 00:10:30.988 --> 00:10:31.729 the Bunsen-Burners 00:10:31.788 --> 00:10:33.389 quarterback takes a knee. 00:10:34.890 --> 00:10:36.392 You see at the 17-yard line, 00:10:36.932 --> 00:10:37.993 the Bunsen-Burners reach 00:10:38.013 --> 00:10:39.533 the milestone that a lot of 00:10:39.594 --> 00:10:40.774 researchers reach, 00:10:41.014 --> 00:10:42.174 which is being published. 00:10:43.255 --> 00:10:44.677 And they thought that they 00:10:44.716 --> 00:10:45.736 were done there. 00:10:46.097 --> 00:10:47.879 So close to reaching that 00:10:47.918 --> 00:10:49.399 goal of understanding. 00:10:49.980 --> 00:10:52.542 And for some reason, they took a knee. 00:10:53.701 --> 00:10:54.462 Clock runs out. 00:10:55.532 --> 00:10:56.873 Understanding is not achieved. 00:10:57.452 --> 00:10:58.854 And then who wins ultimately 00:10:58.874 --> 00:10:59.654 for at least another year 00:10:59.674 --> 00:11:02.157 to logic bowl number 52? 00:11:02.157 --> 00:11:03.476 It's the pseudoscience quacks. 00:11:04.778 --> 00:11:05.859 So I'm poking fun, 00:11:06.178 --> 00:11:06.860 but I want to make sure 00:11:06.879 --> 00:11:08.120 people understand you're 00:11:08.221 --> 00:11:10.721 very close when you're published. 00:11:11.602 --> 00:11:12.583 You're very close when you 00:11:12.604 --> 00:11:14.304 can give a presentation at a conference. 00:11:14.585 --> 00:11:15.446 You're very close when 00:11:15.466 --> 00:11:17.447 you're going to present with a poster. 00:11:18.668 --> 00:11:19.869 But my friends, you are not done. 00:11:20.428 --> 00:11:23.191 Tom Cruise is the most bankable artist, 00:11:23.831 --> 00:11:24.091 actor, 00:11:25.191 --> 00:11:26.511 in hollywood but when he 00:11:26.552 --> 00:11:29.433 releases a movie they run 00:11:29.474 --> 00:11:30.955 commercials he does a press 00:11:30.995 --> 00:11:33.356 tour there's a trailer they 00:11:33.517 --> 00:11:35.357 share things in different 00:11:35.398 --> 00:11:36.839 bites say what you will 00:11:36.859 --> 00:11:37.679 about a movie trailer I 00:11:37.720 --> 00:11:38.480 mean they just give away 00:11:38.500 --> 00:11:39.921 all the good parts but they 00:11:39.941 --> 00:11:42.423 give away enough to earn 00:11:42.462 --> 00:11:43.744 your attention to make you 00:11:43.783 --> 00:11:45.105 want to go watch the movie 00:11:45.644 --> 00:11:46.666 why is your scientific 00:11:46.725 --> 00:11:47.966 research any different 00:11:48.910 --> 00:11:50.692 I'm here to tell you that it's not. 00:11:51.332 --> 00:11:52.573 So to change a problem, 00:11:52.854 --> 00:11:53.953 first we have to understand 00:11:54.054 --> 00:11:55.174 how it is solved now. 00:11:56.176 --> 00:11:56.816 Now, unfortunately, 00:11:56.836 --> 00:11:57.876 the Bunsen burners were not 00:11:58.538 --> 00:11:59.437 able to pull out the win. 00:11:59.597 --> 00:12:00.558 There's no joy in Mudville. 00:12:00.658 --> 00:12:01.779 And the pseudoscience quacks, 00:12:02.399 --> 00:12:04.302 they win the logic bowl 51, 00:12:04.302 --> 00:12:05.142 but the Bunsen burners will 00:12:05.162 --> 00:12:05.842 be back next year. 00:12:07.043 --> 00:12:08.004 And between now and then, 00:12:08.283 --> 00:12:10.065 here is how science and 00:12:10.186 --> 00:12:11.285 knowledge translation and 00:12:11.326 --> 00:12:13.707 dissemination is solved right now. 00:12:14.729 --> 00:12:16.990 Posters and papers and presentations, 00:12:17.330 --> 00:12:17.610 oh my. 00:12:18.652 --> 00:12:20.274 posters and papers and presentations. 00:12:20.355 --> 00:12:22.518 Oh my, this is the way it is solved now. 00:12:23.078 --> 00:12:23.919 But here's the thing. 00:12:25.022 --> 00:12:25.602 It's not enough. 00:12:26.524 --> 00:12:27.886 This would be as if Tom 00:12:27.947 --> 00:12:29.249 Cruise just did the movie, 00:12:30.530 --> 00:12:32.354 shared it on one movie poster and 00:12:33.243 --> 00:12:35.024 did one interview and called 00:12:35.063 --> 00:12:36.705 it a day and then sat there 00:12:36.865 --> 00:12:39.427 waiting for the ticket sales to roll in. 00:12:39.787 --> 00:12:40.988 We would never assume that 00:12:41.368 --> 00:12:43.049 of a Tom Cruise blockbuster. 00:12:43.690 --> 00:12:46.011 Why do we assume that of our science? 00:12:46.032 --> 00:12:47.471 Because here's how I picture it right now. 00:12:47.552 --> 00:12:49.014 This is what I picture it looks like. 00:12:50.474 --> 00:12:51.235 This is the guy. 00:12:51.254 --> 00:12:52.235 I don't even know who this guy is. 00:12:52.495 --> 00:12:53.836 This is the guy who runs 00:12:54.557 --> 00:12:56.337 scientific journals, right? 00:12:56.879 --> 00:12:58.279 He's just collecting money. 00:12:59.135 --> 00:13:00.196 on all the research, 00:13:00.235 --> 00:13:01.096 on the backs of all these 00:13:01.157 --> 00:13:02.456 researchers who need to be 00:13:02.537 --> 00:13:03.878 published to go through the 00:13:03.898 --> 00:13:06.118 peer review to make sure 00:13:06.158 --> 00:13:07.818 that what they are saying is valid. 00:13:07.999 --> 00:13:08.798 There's that process. 00:13:08.879 --> 00:13:10.419 I'm not saying skip that process. 00:13:10.519 --> 00:13:11.159 Keep that process. 00:13:11.240 --> 00:13:12.000 Don't change your research. 00:13:12.399 --> 00:13:13.581 Don't change publishing. 00:13:15.201 --> 00:13:16.321 But are there other things 00:13:16.360 --> 00:13:19.042 that you can and need to be 00:13:19.101 --> 00:13:21.503 doing outside of getting to publish? 00:13:22.623 --> 00:13:23.683 I think there's a disconnect. 00:13:24.144 --> 00:13:26.105 And the disconnect is the 00:13:26.144 --> 00:13:27.264 same as the logic bowl. 00:13:28.288 --> 00:13:31.629 Do not take a knee at the 17 yard line. 00:13:32.269 --> 00:13:35.250 You're so close to achieving 00:13:35.350 --> 00:13:36.029 understanding. 00:13:37.331 --> 00:13:37.931 Now we're going to go 00:13:37.990 --> 00:13:40.231 through why that might not happen. 00:13:40.451 --> 00:13:41.491 And then ultimately I'm not 00:13:41.511 --> 00:13:42.172 all doom and gloom. 00:13:42.591 --> 00:13:44.993 I'm going to show you how you can do this. 00:13:46.354 --> 00:13:47.835 I want you to leave with 00:13:48.134 --> 00:13:50.035 tactical examples of how to 00:13:50.076 --> 00:13:51.136 communicate your science. 00:13:51.717 --> 00:13:52.457 Before we do that, 00:13:52.998 --> 00:13:53.958 wrap your head around this. 00:13:54.058 --> 00:13:55.159 I like to simplify. 00:13:55.379 --> 00:13:56.421 Simple but not easy. 00:13:56.980 --> 00:13:57.902 Told you that would be a theme. 00:13:58.642 --> 00:13:59.863 Let's simplify right now. 00:14:01.844 --> 00:14:04.326 There's only two things that 00:14:04.365 --> 00:14:06.486 you can do with content. 00:14:07.207 --> 00:14:08.629 And I just want to make sure 00:14:08.649 --> 00:14:09.568 we're using the same terms. 00:14:09.990 --> 00:14:13.371 To me, content is any form of media. 00:14:14.587 --> 00:14:18.068 Words, videos, audio, images, 00:14:19.110 --> 00:14:20.009 that is content. 00:14:20.769 --> 00:14:23.010 All right, so now we have the same term. 00:14:23.030 --> 00:14:24.131 We're using the same terminology. 00:14:24.451 --> 00:14:25.292 There's only two things you 00:14:25.312 --> 00:14:26.131 can do with content. 00:14:26.211 --> 00:14:26.633 That's it. 00:14:27.072 --> 00:14:27.832 They're on the screen. 00:14:28.452 --> 00:14:30.754 You can educate someone or 00:14:30.793 --> 00:14:31.653 you can entertain them. 00:14:31.995 --> 00:14:32.754 That is it. 00:14:33.375 --> 00:14:35.535 I want to simplify this. 00:14:36.275 --> 00:14:37.256 Those are the only two 00:14:37.297 --> 00:14:38.057 things that you can do. 00:14:38.697 --> 00:14:40.638 But wait, there's more. 00:14:41.683 --> 00:14:43.085 There's a magic third thing 00:14:43.125 --> 00:14:43.705 that you can do. 00:14:43.846 --> 00:14:44.966 What if you could educate 00:14:45.025 --> 00:14:47.427 someone while you're entertaining them? 00:14:47.707 --> 00:14:48.269 And it doesn't need to be 00:14:48.308 --> 00:14:49.028 all song and dance. 00:14:49.048 --> 00:14:50.190 It doesn't need to be stand-up comedy. 00:14:51.230 --> 00:14:54.253 But making it easy to consume, digestible, 00:14:54.273 --> 00:14:56.293 a little bit of sugar to 00:14:56.333 --> 00:14:57.514 make the medicine go down. 00:14:58.235 --> 00:14:59.576 You do great research. 00:15:00.736 --> 00:15:04.559 That publication in its form 00:15:04.600 --> 00:15:06.701 that's in a journal is not 00:15:06.740 --> 00:15:08.403 the only way that you can share that. 00:15:09.023 --> 00:15:10.163 So I'm here to tell you 00:15:11.889 --> 00:15:12.948 But science isn't finished 00:15:12.969 --> 00:15:13.750 until it's understood. 00:15:15.451 --> 00:15:16.650 Spreading your science is simple, 00:15:17.110 --> 00:15:17.731 but not easy. 00:15:18.052 --> 00:15:18.152 Now, 00:15:18.192 --> 00:15:19.772 the next image might trigger some of you. 00:15:20.572 --> 00:15:21.312 It is graphic. 00:15:23.994 --> 00:15:28.135 So if you're easily upset by images, 00:15:29.616 --> 00:15:30.157 avert your eyes. 00:15:31.677 --> 00:15:32.077 And here it is. 00:15:33.772 --> 00:15:34.653 Didn't think you'd be seeing 00:15:34.712 --> 00:15:36.114 roadkill in a presentation. 00:15:36.495 --> 00:15:38.956 Now, on the screen, you see, unfortunately, 00:15:39.476 --> 00:15:40.197 a dead raccoon. 00:15:40.538 --> 00:15:42.139 This raccoon appears to have 00:15:42.159 --> 00:15:43.159 been run over by a car. 00:15:44.381 --> 00:15:46.082 And he's laying in the middle of the road. 00:15:46.342 --> 00:15:47.965 And that same day, 00:15:49.186 --> 00:15:50.246 someone got up and it was 00:15:50.287 --> 00:15:52.249 their job to drive down the 00:15:52.349 --> 00:15:54.190 road and paint two new 00:15:54.350 --> 00:15:55.812 fresh yellow lines that 00:15:55.851 --> 00:15:56.653 signal no passing. 00:15:57.408 --> 00:15:59.250 And that person did that job. 00:15:59.770 --> 00:16:01.111 They drove down the street 00:16:01.591 --> 00:16:02.712 and painted their yellow 00:16:02.732 --> 00:16:04.634 lines perfectly down the 00:16:04.674 --> 00:16:05.414 center of the street. 00:16:06.655 --> 00:16:08.017 Now, unfortunately, 00:16:08.857 --> 00:16:09.979 Rocky Raccoon right here 00:16:10.198 --> 00:16:13.360 met his demise the night 00:16:13.422 --> 00:16:14.361 previous to this and was 00:16:14.381 --> 00:16:15.663 still laying in the middle of the road. 00:16:16.104 --> 00:16:17.924 And the person whose job it 00:16:17.985 --> 00:16:19.365 was to paint the lines, 00:16:20.067 --> 00:16:21.847 it's not their job to move 00:16:21.868 --> 00:16:22.889 the dead raccoons. 00:16:23.288 --> 00:16:25.230 They were tasked with just 00:16:25.270 --> 00:16:25.931 drawing the lines. 00:16:26.171 --> 00:16:26.672 And they did that. 00:16:28.052 --> 00:16:29.072 That is the letter of the 00:16:29.111 --> 00:16:31.092 law for their job description. 00:16:32.232 --> 00:16:33.092 Paint yellow lines. 00:16:33.133 --> 00:16:34.094 Get him a truck in the morning. 00:16:34.134 --> 00:16:35.333 Paint as many lines as you can. 00:16:35.394 --> 00:16:35.953 Make them perfect. 00:16:35.994 --> 00:16:36.494 Make them yellow. 00:16:37.894 --> 00:16:39.154 When he got to this part, though, 00:16:39.875 --> 00:16:40.956 he saw their dead raccoon. 00:16:41.775 --> 00:16:44.196 He decided, my job is paint lines, 00:16:44.496 --> 00:16:45.657 not move dead raccoons. 00:16:47.096 --> 00:16:48.177 So he just kept going. 00:16:48.337 --> 00:16:49.538 And of course we know the 00:16:49.577 --> 00:16:50.538 person probably should have 00:16:50.557 --> 00:16:52.019 figured out or called 00:16:52.078 --> 00:16:53.119 someone whose job it was to 00:16:53.158 --> 00:16:53.879 move the dead raccoon 00:16:54.219 --> 00:16:55.200 before they painted the 00:16:55.240 --> 00:16:56.740 lines over Rocky here. 00:16:58.493 --> 00:17:01.474 And I show you this story is 00:17:01.514 --> 00:17:02.933 in an extreme way that when 00:17:02.974 --> 00:17:05.394 we set out to do your research, 00:17:05.815 --> 00:17:07.414 I'm assuming your goal was 00:17:07.474 --> 00:17:08.575 to achieve understanding, 00:17:10.095 --> 00:17:11.215 not to just get published, 00:17:11.855 --> 00:17:12.996 not to just get to the 00:17:13.016 --> 00:17:13.836 17-yard line and take a knee. 00:17:14.355 --> 00:17:16.876 This person's job was to do a good job. 00:17:18.997 --> 00:17:19.798 They didn't tell them, 00:17:19.917 --> 00:17:21.317 if you come across a dead raccoon, 00:17:21.458 --> 00:17:22.958 you need to move it because the lines, 00:17:23.317 --> 00:17:24.578 when we eventually do move the raccoon, 00:17:24.598 --> 00:17:26.378 there's going to be a space there. 00:17:28.327 --> 00:17:29.828 I want you to own this process. 00:17:30.229 --> 00:17:30.809 And here's why. 00:17:31.269 --> 00:17:32.490 No one is coming to 00:17:32.530 --> 00:17:33.692 communicate your science for you. 00:17:34.491 --> 00:17:35.113 They're not doing it. 00:17:35.393 --> 00:17:36.753 They won't do it because 00:17:37.054 --> 00:17:37.734 it's not their job. 00:17:38.315 --> 00:17:39.056 No one told them to. 00:17:39.175 --> 00:17:40.436 They're not incentivized to do it. 00:17:41.196 --> 00:17:41.837 And the other things, 00:17:42.617 --> 00:17:44.058 the other reasons are they 00:17:44.138 --> 00:17:46.280 won't do it as well as you. 00:17:47.179 --> 00:17:48.460 They won't do it with as 00:17:48.519 --> 00:17:50.102 much energy as you. 00:17:50.142 --> 00:17:51.123 They won't do it with as 00:17:51.182 --> 00:17:53.125 much insight into what you 00:17:53.204 --> 00:17:54.846 researched and what you learned. 00:17:55.186 --> 00:17:55.827 They just won't. 00:17:56.489 --> 00:17:57.490 So I'm telling you, 00:17:57.670 --> 00:17:58.891 this is a funny example. 00:17:59.731 --> 00:18:01.453 No raccoons were harmed in 00:18:01.473 --> 00:18:02.714 the presentation production. 00:18:04.217 --> 00:18:06.479 This is a silly example, a small example. 00:18:07.359 --> 00:18:09.301 I need you to own moving the dead raccoon. 00:18:10.788 --> 00:18:12.528 Because the goal is not to have published. 00:18:13.048 --> 00:18:14.509 The goal is to achieve understanding. 00:18:14.950 --> 00:18:16.891 I'm telling you this idea. 00:18:16.911 --> 00:18:17.790 I'm giving you this idea in 00:18:17.871 --> 00:18:19.192 multiple ways because we 00:18:19.231 --> 00:18:20.633 need to understand it for 00:18:20.673 --> 00:18:21.952 the rest to make sense. 00:18:23.874 --> 00:18:24.734 So I know you think you're 00:18:24.755 --> 00:18:25.575 just a researcher. 00:18:26.035 --> 00:18:27.395 You also need to be a 00:18:27.435 --> 00:18:30.377 communicator or hire someone who is. 00:18:30.438 --> 00:18:30.958 We'll get to that. 00:18:32.278 --> 00:18:34.579 So don't forget when you've published. 00:18:34.799 --> 00:18:35.319 Don't forget. 00:18:36.108 --> 00:18:37.049 You've got to move the dead 00:18:37.089 --> 00:18:38.310 raccoon if there's one in the way, 00:18:38.510 --> 00:18:39.451 because your job is not 00:18:39.471 --> 00:18:40.231 just to paint lines no 00:18:40.251 --> 00:18:40.892 matter what's in the way. 00:18:41.192 --> 00:18:41.913 Your job is to try to 00:18:41.972 --> 00:18:42.653 achieve understanding. 00:18:42.874 --> 00:18:44.034 Now I'm going to come to your defense. 00:18:44.755 --> 00:18:45.855 Okay, it's not all doom and gloom. 00:18:45.915 --> 00:18:47.257 Jimmy's not here just telling you, hey, 00:18:47.636 --> 00:18:48.417 you guys don't do enough. 00:18:48.438 --> 00:18:48.998 You got to do more. 00:18:49.018 --> 00:18:52.700 I want to explain to you why 00:18:52.740 --> 00:18:54.902 it's so hard for you to 00:18:54.981 --> 00:18:55.843 achieve understanding. 00:18:55.883 --> 00:18:57.243 And I'm making a generalization, 00:18:58.044 --> 00:18:59.684 you as a researcher or an academic. 00:19:00.145 --> 00:19:01.465 Why is it so hard to achieve 00:19:01.507 --> 00:19:02.086 understanding? 00:19:04.278 --> 00:19:04.438 Well, 00:19:04.877 --> 00:19:06.038 my first reason to come to your 00:19:06.058 --> 00:19:07.500 defense is I think you lack 00:19:08.040 --> 00:19:09.041 the three T's. 00:19:10.082 --> 00:19:11.682 We love things in threes, right? 00:19:11.702 --> 00:19:13.125 I keep it simple, but not easy. 00:19:13.224 --> 00:19:13.545 Simple. 00:19:14.065 --> 00:19:14.665 Three T's. 00:19:14.965 --> 00:19:15.987 What are the three T's, Jimmy? 00:19:16.426 --> 00:19:16.946 Here's what they are. 00:19:18.769 --> 00:19:22.230 You lack the tools, you lack the training, 00:19:22.912 --> 00:19:24.452 and you lack the time. 00:19:27.025 --> 00:19:28.685 You lack the tools to communicate. 00:19:28.865 --> 00:19:30.125 Maybe you don't have the 00:19:30.226 --> 00:19:33.307 access to software that 00:19:33.327 --> 00:19:34.248 will help you make a video. 00:19:35.087 --> 00:19:35.868 There's a bunch online. 00:19:35.888 --> 00:19:36.709 I can show you how to use it. 00:19:38.089 --> 00:19:39.630 Maybe you don't have a large 00:19:39.730 --> 00:19:41.330 Instagram account to share 00:19:41.451 --> 00:19:42.411 information once and 00:19:42.451 --> 00:19:43.531 thousands of people see it. 00:19:44.192 --> 00:19:44.951 We can build on that. 00:19:46.913 --> 00:19:47.792 So those are the tools, 00:19:47.894 --> 00:19:49.693 the things that allow you to communicate. 00:19:50.694 --> 00:19:51.474 And where you think you 00:19:51.494 --> 00:19:52.214 might not have them, 00:19:52.955 --> 00:19:54.355 they're on most smartphones. 00:19:54.836 --> 00:19:56.237 But maybe you just don't know about them. 00:19:56.806 --> 00:19:57.465 Those are the tools. 00:19:57.987 --> 00:19:58.826 The training, well, 00:19:58.886 --> 00:20:00.047 once I tell you about the tools, 00:20:00.086 --> 00:20:00.968 I can give you a list that 00:20:00.988 --> 00:20:01.988 you can click and figure 00:20:02.048 --> 00:20:03.509 out how to use these tools 00:20:03.548 --> 00:20:04.108 or where they are. 00:20:04.528 --> 00:20:05.509 You have to know how to use them. 00:20:05.890 --> 00:20:08.431 Simply having a hammer can be dangerous. 00:20:08.451 --> 00:20:09.592 I just bought a house last year. 00:20:09.672 --> 00:20:11.132 You can build a house. 00:20:11.172 --> 00:20:12.373 You can also do some damage 00:20:12.393 --> 00:20:12.913 with that hammer. 00:20:13.232 --> 00:20:14.314 So understanding how to 00:20:14.394 --> 00:20:18.315 properly use those tools is important. 00:20:18.454 --> 00:20:19.476 That's the second T. And the 00:20:19.516 --> 00:20:20.155 third is time. 00:20:21.116 --> 00:20:22.696 Maybe your job is to receive 00:20:22.797 --> 00:20:26.259 kicks and run running and pass plays. 00:20:26.990 --> 00:20:27.971 but communicating, 00:20:28.090 --> 00:20:29.612 it's not built into your time. 00:20:30.251 --> 00:20:31.132 So that might be something 00:20:31.172 --> 00:20:32.112 working against you. 00:20:32.432 --> 00:20:33.133 I'm telling you, 00:20:33.292 --> 00:20:34.932 you got to bake it into the cake though. 00:20:35.932 --> 00:20:37.114 Here's another story I'll tell you. 00:20:37.453 --> 00:20:38.374 I don't bake a whole lot. 00:20:38.413 --> 00:20:39.213 No, it's going to shock you. 00:20:40.355 --> 00:20:41.974 But if you bake a cake and 00:20:41.994 --> 00:20:42.954 you get to the last step 00:20:42.974 --> 00:20:43.675 where you're about to pull 00:20:43.736 --> 00:20:44.415 out of the oven and throw 00:20:44.435 --> 00:20:45.395 the icing on top and you 00:20:45.576 --> 00:20:47.155 realize that you didn't put 00:20:48.076 --> 00:20:50.057 sugar in the mixture before 00:20:50.076 --> 00:20:51.157 you put it in the tin and 00:20:51.178 --> 00:20:51.837 put it in the oven, 00:20:52.998 --> 00:20:54.659 throwing 10 times as much 00:20:54.778 --> 00:20:56.118 sugar at the cake 00:20:57.377 --> 00:20:58.478 is not going to make that 00:20:58.518 --> 00:20:59.778 cake taste good it's just 00:20:59.818 --> 00:21:03.720 not so the parallel is if 00:21:03.759 --> 00:21:06.039 you don't plan on how 00:21:06.099 --> 00:21:06.861 you're going to communicate 00:21:06.881 --> 00:21:09.361 your science while you're 00:21:09.381 --> 00:21:10.461 doing it or before you're 00:21:10.481 --> 00:21:12.201 doing it it will be 10 00:21:12.201 --> 00:21:15.303 times harder and probably not as good 00:21:16.982 --> 00:21:18.063 if you do it afterwards. 00:21:18.423 --> 00:21:19.784 So baking this into the cake 00:21:19.804 --> 00:21:21.023 from the start will make 00:21:21.064 --> 00:21:22.825 things easier to achieve. 00:21:23.265 --> 00:21:24.464 So here's why a lot of times 00:21:24.585 --> 00:21:26.786 researchers don't achieve understanding. 00:21:26.826 --> 00:21:28.626 They lack the three T's, tools, training, 00:21:28.767 --> 00:21:29.086 and time. 00:21:29.446 --> 00:21:30.366 Keeping it consistent, 00:21:30.467 --> 00:21:31.247 simple but not easy. 00:21:31.667 --> 00:21:34.248 I think you also lack the three P's. 00:21:35.909 --> 00:21:37.669 And the three P's also make 00:21:37.709 --> 00:21:38.890 it hard to achieve understanding. 00:21:38.910 --> 00:21:39.849 Now here's the three P's. 00:21:39.910 --> 00:21:42.151 The three P's are people, 00:21:43.402 --> 00:21:46.523 product or process let's go 00:21:46.544 --> 00:21:50.066 through this so researchers 00:21:50.105 --> 00:21:51.027 might have different people 00:21:51.126 --> 00:21:52.307 on their teams sometimes 00:21:52.327 --> 00:21:53.689 they are a team of one 00:21:54.689 --> 00:21:56.150 communicating this is 00:21:56.411 --> 00:21:57.671 effort I have an entire 00:21:57.811 --> 00:21:59.011 college degree I swear it's 00:21:59.051 --> 00:21:59.512 hanging on the wall 00:21:59.532 --> 00:22:00.432 downstairs in 00:22:00.492 --> 00:22:02.294 communications so to me 00:22:02.474 --> 00:22:04.195 communicating is simple but 00:22:04.236 --> 00:22:05.836 not easy but if you don't 00:22:05.856 --> 00:22:06.596 have someone on the team 00:22:06.656 --> 00:22:08.898 who knows how to do it or 00:22:09.038 --> 00:22:11.641 likes doing it or has the time to do it 00:22:12.403 --> 00:22:13.503 That is going to be a limitation. 00:22:13.564 --> 00:22:15.064 That's a barrier to you 00:22:15.084 --> 00:22:15.984 communicating your signs. 00:22:16.244 --> 00:22:17.605 So people is one of the three P's. 00:22:17.684 --> 00:22:18.526 It's one of the reasons why 00:22:18.566 --> 00:22:19.286 it's so hard to score a 00:22:19.306 --> 00:22:21.406 touchdown if you're on team signs, 00:22:21.426 --> 00:22:22.207 team Bunsen burners. 00:22:23.448 --> 00:22:26.489 The second P is product or service. 00:22:26.648 --> 00:22:28.289 Now your product as your 00:22:28.309 --> 00:22:29.510 beginning is your movie. 00:22:30.492 --> 00:22:31.953 or your research. 00:22:32.134 --> 00:22:34.277 Now, being published is a great milestone. 00:22:34.717 --> 00:22:36.178 That is your product. 00:22:36.818 --> 00:22:37.440 I'm telling you, 00:22:37.559 --> 00:22:39.101 you need to create other products, 00:22:39.801 --> 00:22:41.643 like the movie trailer, the press tour, 00:22:41.844 --> 00:22:43.525 getting Tom Cruise on the 00:22:43.565 --> 00:22:44.326 late night shows. 00:22:45.406 --> 00:22:48.009 Those things you might lack. 00:22:48.710 --> 00:22:49.570 And then the process. 00:22:51.231 --> 00:22:53.374 Imagine you didn't bake in 00:22:53.453 --> 00:22:54.055 how you were going to 00:22:54.075 --> 00:22:55.096 communicate your science 00:22:57.721 --> 00:22:58.883 until after it was done. 00:22:59.123 --> 00:22:59.403 Again, 00:22:59.482 --> 00:23:00.803 that's like throwing 10 times as 00:23:00.843 --> 00:23:01.864 much sugar at the cake. 00:23:02.364 --> 00:23:03.284 It's still going to taste bad, 00:23:03.625 --> 00:23:04.724 but use 10 times as much. 00:23:05.285 --> 00:23:05.785 I'm telling you, 00:23:05.865 --> 00:23:06.746 if you bake it in from the 00:23:06.766 --> 00:23:08.747 beginning with a process, 00:23:09.386 --> 00:23:11.028 how to communicate becomes a lot easier. 00:23:11.288 --> 00:23:11.867 Otherwise, 00:23:11.907 --> 00:23:13.169 you're creating solutions every 00:23:13.209 --> 00:23:13.949 morning when you wake up. 00:23:14.269 --> 00:23:14.669 How are we going to 00:23:14.709 --> 00:23:15.589 communicate this today? 00:23:16.210 --> 00:23:17.430 And that's a lot of effort 00:23:18.010 --> 00:23:18.911 for a little bit of result. 00:23:19.671 --> 00:23:20.852 If you create a process, 00:23:21.211 --> 00:23:22.412 processes are scalable. 00:23:22.571 --> 00:23:24.133 So this is another reason, these three Ps. 00:23:24.573 --> 00:23:26.013 You might lack people, 00:23:26.896 --> 00:23:28.498 the products to communicate, 00:23:28.837 --> 00:23:30.258 and the process in which to 00:23:30.298 --> 00:23:31.259 share that information. 00:23:31.798 --> 00:23:33.159 Okay, so those are the three Ps. 00:23:33.740 --> 00:23:34.000 Now, 00:23:34.559 --> 00:23:35.819 I want to give a parallel to the 00:23:35.859 --> 00:23:37.300 people who are in physical therapy. 00:23:37.820 --> 00:23:38.840 Here is what I see. 00:23:39.682 --> 00:23:41.142 You might remember this from PT school. 00:23:41.782 --> 00:23:44.182 This is the fit VP principle. 00:23:45.364 --> 00:23:47.484 This is how people gain strength. 00:23:49.045 --> 00:23:50.465 Fit VP, frequency, 00:23:51.584 --> 00:23:52.424 How often? 00:23:52.765 --> 00:23:53.246 Intense? 00:23:53.365 --> 00:23:54.067 How vigorous? 00:23:54.666 --> 00:23:55.048 Time? 00:23:55.607 --> 00:23:56.028 How long? 00:23:56.569 --> 00:23:57.049 The type? 00:23:57.631 --> 00:23:58.551 Specifically the type. 00:23:58.951 --> 00:23:59.413 Volume? 00:23:59.772 --> 00:24:00.953 Building over time. 00:24:01.255 --> 00:24:01.976 And progression? 00:24:02.796 --> 00:24:03.737 Getting more difficult. 00:24:04.778 --> 00:24:06.119 These are exercise principles. 00:24:06.661 --> 00:24:07.381 I didn't make this up. 00:24:07.862 --> 00:24:08.962 This is the Academy of Sports most. 00:24:09.763 --> 00:24:10.265 Fit VP. 00:24:11.705 --> 00:24:13.028 These are also communication principles. 00:24:14.436 --> 00:24:15.538 A lot of times I see 00:24:16.118 --> 00:24:18.461 researchers share research 00:24:19.221 --> 00:24:21.483 one time and expect people 00:24:21.663 --> 00:24:23.346 will then go to their 00:24:23.365 --> 00:24:24.366 publication or their 00:24:24.406 --> 00:24:25.607 presentation or their poster. 00:24:27.470 --> 00:24:29.511 We are big, dumb animals. 00:24:30.232 --> 00:24:32.555 If you have kids, you understand this. 00:24:32.914 --> 00:24:33.796 Adults aren't different. 00:24:34.457 --> 00:24:35.718 We don't get to act magnanimous. 00:24:36.439 --> 00:24:37.319 Adults are the same way. 00:24:38.496 --> 00:24:40.817 We are never, I shouldn't say never. 00:24:40.936 --> 00:24:42.116 Beware of people who say never and always. 00:24:42.517 --> 00:24:44.897 We often need to be told or 00:24:44.938 --> 00:24:47.198 reminded things more than once. 00:24:49.019 --> 00:24:50.038 Marketers will tell you 00:24:50.058 --> 00:24:51.659 there's a magic number seven. 00:24:52.019 --> 00:24:54.859 We need to see a message, hear a message, 00:24:55.640 --> 00:24:56.799 be exposed to a message 00:24:57.421 --> 00:24:59.780 about seven times before we 00:24:59.941 --> 00:25:03.221 ever think about acting on it. 00:25:04.554 --> 00:25:05.815 That last coat you bought, 00:25:05.914 --> 00:25:06.955 the vacation you took, 00:25:07.536 --> 00:25:08.757 likely it was not one 00:25:08.817 --> 00:25:11.199 message that caused you to take action. 00:25:11.400 --> 00:25:11.859 And remember, 00:25:12.820 --> 00:25:13.681 the goal is to achieve 00:25:13.721 --> 00:25:14.781 understanding for your research. 00:25:15.363 --> 00:25:15.903 To do that, 00:25:16.222 --> 00:25:17.104 we've got to get them to read it, 00:25:17.403 --> 00:25:18.065 or at least some of it. 00:25:19.365 --> 00:25:21.207 So frequency is important. 00:25:21.788 --> 00:25:23.068 Screenshotting your abstract 00:25:23.108 --> 00:25:24.369 and sharing it once on Instagram, 00:25:24.450 --> 00:25:25.070 I got news for you. 00:25:25.090 --> 00:25:25.790 It's probably not going to 00:25:25.810 --> 00:25:27.211 make much of a splash, right? 00:25:27.553 --> 00:25:28.073 Intensity. 00:25:28.633 --> 00:25:29.994 How well are you communicating? 00:25:30.134 --> 00:25:30.255 How... 00:25:31.660 --> 00:25:32.599 How much sugar are you 00:25:32.640 --> 00:25:33.701 putting in this to make the 00:25:33.740 --> 00:25:35.441 medicine go down, right? 00:25:36.201 --> 00:25:37.642 We'll get into storytelling 00:25:37.662 --> 00:25:38.201 in just a minute. 00:25:38.221 --> 00:25:39.403 I'll give a quick example there. 00:25:39.782 --> 00:25:42.604 But intensity in exercise, how vigorous, 00:25:43.144 --> 00:25:43.384 right? 00:25:44.684 --> 00:25:46.484 There is intensity in communication. 00:25:47.185 --> 00:25:47.746 You can do that. 00:25:48.486 --> 00:25:49.586 And if you lack intensity, 00:25:49.886 --> 00:25:51.567 people will act accordingly 00:25:51.787 --> 00:25:53.827 and pay less attention or none at all. 00:25:54.614 --> 00:25:56.496 Time, what is the timeframe? 00:25:56.615 --> 00:25:58.277 What is the type, the type of media? 00:25:58.356 --> 00:26:00.818 Is it sound, pictures, words, audio? 00:26:01.480 --> 00:26:03.741 Volume, are they hearing about it once, 00:26:03.862 --> 00:26:04.863 frequency? 00:26:04.982 --> 00:26:07.003 Or are you building over time? 00:26:07.085 --> 00:26:08.445 Are you building an audience? 00:26:09.346 --> 00:26:10.086 And then progression, 00:26:11.268 --> 00:26:12.409 is it building towards 00:26:12.588 --> 00:26:13.569 something over time? 00:26:14.590 --> 00:26:15.632 How is it progressing? 00:26:15.692 --> 00:26:16.732 How is your communication? 00:26:16.772 --> 00:26:17.752 How are you messaging this? 00:26:18.374 --> 00:26:20.576 So here's also what you're up against. 00:26:21.876 --> 00:26:22.719 Looks like I'm sharing 00:26:22.939 --> 00:26:24.682 abstract art here on the screen. 00:26:26.464 --> 00:26:28.327 This part of the presentation, this slide, 00:26:28.828 --> 00:26:30.412 is to remind me, the presenter, 00:26:30.853 --> 00:26:32.715 to tell you about the 00:26:32.895 --> 00:26:34.538 signal versus noise ratio. 00:26:35.250 --> 00:26:36.009 Now, remember, 00:26:36.549 --> 00:26:38.671 I'm recording this on February 22nd, 00:26:38.671 --> 00:26:38.990 2024. 00:26:38.990 --> 00:26:41.852 And I looked at the front 00:26:41.892 --> 00:26:42.932 page of the internet and 00:26:42.952 --> 00:26:43.732 Googled it this morning. 00:26:44.272 --> 00:26:46.433 Today, February 22nd, as I record, 00:26:47.153 --> 00:26:49.234 is the busiest day in the 00:26:49.355 --> 00:26:50.476 history of the internet. 00:26:50.895 --> 00:26:53.076 The most things that are 00:26:53.096 --> 00:26:55.257 being posted and shared and retweeted, 00:26:55.497 --> 00:26:55.958 all those things. 00:26:56.157 --> 00:26:57.498 Today, today, 00:26:57.518 --> 00:26:58.357 what are the odds I'm giving 00:26:58.397 --> 00:26:59.479 a presentation about 00:26:59.519 --> 00:27:00.838 communication on the 00:27:00.999 --> 00:27:02.259 busiest day in the internet? 00:27:06.038 --> 00:27:06.478 Here's the thing. 00:27:08.200 --> 00:27:09.161 Tomorrow's going to be busier. 00:27:10.541 --> 00:27:13.344 It's only going to become a 00:27:13.483 --> 00:27:15.506 noisier and noisier world. 00:27:15.846 --> 00:27:17.086 When I was seven, 00:27:17.406 --> 00:27:19.107 there were like four TV 00:27:19.167 --> 00:27:21.250 stations and five or six 00:27:21.329 --> 00:27:22.550 radio stations and a couple 00:27:22.570 --> 00:27:25.393 of newspapers and no internet. 00:27:26.513 --> 00:27:28.256 That was the noisiest it was 00:27:28.296 --> 00:27:29.416 when I was seven. 00:27:30.136 --> 00:27:32.199 But today, as we record, remember, 00:27:32.378 --> 00:27:33.579 it's noisier. 00:27:35.483 --> 00:27:36.684 It's only going to get noisier. 00:27:36.744 --> 00:27:37.244 So what do we do? 00:27:37.306 --> 00:27:37.566 Give up? 00:27:38.026 --> 00:27:38.846 Don't do science anymore? 00:27:39.666 --> 00:27:40.827 Don't try to achieve understanding? 00:27:41.888 --> 00:27:43.069 No, of course not. 00:27:43.990 --> 00:27:45.471 The goal is to create a 00:27:45.711 --> 00:27:48.694 clear signal that can cut 00:27:48.815 --> 00:27:50.195 through the noise. 00:27:51.277 --> 00:27:51.876 Some people might say 00:27:51.957 --> 00:27:52.837 advertising doesn't work. 00:27:54.500 --> 00:27:55.240 They've got the objective 00:27:55.260 --> 00:27:56.821 data to say it does, right? 00:27:57.442 --> 00:27:58.303 You can use the same 00:27:58.383 --> 00:28:00.624 principles like the fit VP 00:28:00.663 --> 00:28:02.766 principle to communicate your science, 00:28:03.226 --> 00:28:04.267 to communicate your message, 00:28:04.666 --> 00:28:05.586 to achieve understanding. 00:28:05.847 --> 00:28:06.367 I just want you to 00:28:06.387 --> 00:28:07.328 understand what you're up against. 00:28:08.009 --> 00:28:09.029 Simply telling someone you 00:28:09.069 --> 00:28:10.691 publish something is not enough. 00:28:11.070 --> 00:28:12.632 You fade into noise. 00:28:14.133 --> 00:28:15.294 It is simple though, 00:28:15.394 --> 00:28:16.575 but not necessarily easy. 00:28:16.615 --> 00:28:18.375 I'll show you how. 00:28:19.096 --> 00:28:21.758 To create signal amongst the noise. 00:28:22.018 --> 00:28:22.538 It happens. 00:28:22.898 --> 00:28:23.779 Other people do it. 00:28:24.607 --> 00:28:25.749 Why not you? 00:28:25.989 --> 00:28:27.170 I think you have to. 00:28:28.090 --> 00:28:28.951 Here's one of the ways. 00:28:29.731 --> 00:28:30.512 Here's one of the ways I 00:28:30.532 --> 00:28:32.173 think people in general fall short. 00:28:33.454 --> 00:28:34.996 Don't tell me about a story. 00:28:36.356 --> 00:28:37.817 I want you to tell me a story. 00:28:39.138 --> 00:28:39.779 That just sounds like 00:28:39.799 --> 00:28:41.280 Jimmy's just using double talk. 00:28:41.540 --> 00:28:43.603 What I mean by this is don't 00:28:43.682 --> 00:28:44.963 tell me about a story. 00:28:45.523 --> 00:28:46.724 Yeah, a guy walked into a bar. 00:28:46.744 --> 00:28:47.625 It was crazy, man. 00:28:47.746 --> 00:28:48.306 Something happened. 00:28:48.967 --> 00:28:49.126 No. 00:28:50.127 --> 00:28:51.288 A man walks into a bar. 00:28:52.144 --> 00:28:54.385 He does this, and then this happens. 00:28:54.405 --> 00:28:55.145 There's a twist. 00:28:56.027 --> 00:28:57.686 You put depth into a story, 00:28:58.188 --> 00:28:59.327 and people are drawn in, 00:28:59.688 --> 00:29:01.148 and they remember the story 00:29:01.169 --> 00:29:03.089 and the punchline. 00:29:04.130 --> 00:29:05.611 Can you use the same principle? 00:29:05.651 --> 00:29:06.971 Don't tell me about a story. 00:29:07.391 --> 00:29:09.192 Tell me a story, 00:29:09.211 --> 00:29:12.133 and you have a chance at me 00:29:12.173 --> 00:29:12.713 remembering it. 00:29:13.134 --> 00:29:14.114 How does this relate to research? 00:29:14.134 --> 00:29:14.934 We're not talking about a 00:29:14.974 --> 00:29:15.775 man walks into a bar. 00:29:16.380 --> 00:29:17.020 But I think we are. 00:29:17.780 --> 00:29:19.021 I often see researchers 00:29:19.182 --> 00:29:21.564 start off a Twitter post 00:29:21.744 --> 00:29:23.326 about their research with a link to it, 00:29:23.445 --> 00:29:24.606 so that's a great chance. 00:29:25.587 --> 00:29:27.148 But they craft the post like this. 00:29:28.509 --> 00:29:31.011 We were recently published 00:29:31.633 --> 00:29:33.875 in this journal where we 00:29:34.234 --> 00:29:36.196 studied this about this. 00:29:37.317 --> 00:29:40.019 We is how they begin their message. 00:29:40.681 --> 00:29:41.540 As soon as you do that, 00:29:41.922 --> 00:29:44.523 you're telling me about a story. 00:29:45.657 --> 00:29:46.739 I need you to tell a story. 00:29:47.618 --> 00:29:48.319 What do I mean by that? 00:29:49.760 --> 00:29:50.320 Ask yourself, 00:29:50.401 --> 00:29:51.201 are you telling me something 00:29:51.240 --> 00:29:51.761 I don't know? 00:29:51.981 --> 00:29:52.801 Well, we were published. 00:29:52.842 --> 00:29:53.522 You didn't know that. 00:29:53.942 --> 00:29:54.804 Cool story, bro. 00:29:55.084 --> 00:29:56.684 Tell it again, as the kids would say. 00:29:56.984 --> 00:29:59.646 Is that helping me, educating me, 00:29:59.926 --> 00:30:00.807 or entertaining me? 00:30:00.886 --> 00:30:02.807 Is it making me become a smarter person? 00:30:03.528 --> 00:30:03.989 If you, 00:30:04.328 --> 00:30:05.910 because you're giving me the message, 00:30:06.029 --> 00:30:07.510 we published this in this, 00:30:07.590 --> 00:30:08.352 and we studied this, 00:30:08.551 --> 00:30:09.752 and you want me to go somewhere else, 00:30:09.813 --> 00:30:10.752 click the link to go there. 00:30:11.814 --> 00:30:13.494 I don't understand what I become. 00:30:14.519 --> 00:30:15.160 When I go there, 00:30:15.359 --> 00:30:16.320 I don't understand why I'm 00:30:16.340 --> 00:30:18.881 going to pay attention and 00:30:18.980 --> 00:30:20.201 spend time on your science. 00:30:20.541 --> 00:30:22.741 When I get there, I don't understand it. 00:30:22.961 --> 00:30:24.222 And you haven't explained it to me. 00:30:24.502 --> 00:30:25.823 You told me about a story. 00:30:26.242 --> 00:30:27.644 You did something and then 00:30:27.723 --> 00:30:28.423 something happened. 00:30:28.824 --> 00:30:30.463 Not intriguing, not interesting. 00:30:32.265 --> 00:30:33.404 Therefore, I will not follow. 00:30:33.664 --> 00:30:35.086 I will continue on at what 00:30:35.105 --> 00:30:36.486 we call the speed of swipe. 00:30:37.105 --> 00:30:38.727 Don't tell me about a story. 00:30:39.307 --> 00:30:40.106 Tell me a story. 00:30:40.787 --> 00:30:42.087 Paint me a picture of what I 00:30:42.127 --> 00:30:43.167 will learn when I get there. 00:30:45.907 --> 00:30:47.607 Here is a paradigm that you can use. 00:30:47.808 --> 00:30:48.368 I tell people, 00:30:48.449 --> 00:30:49.769 don't pay attention to dollars. 00:30:50.568 --> 00:30:51.750 Pay attention to pesos. 00:30:52.269 --> 00:30:52.849 What does that mean? 00:30:53.730 --> 00:30:54.971 Peso is an acronym. 00:30:55.151 --> 00:30:56.891 It's a paradigm for 00:30:57.030 --> 00:30:58.230 communicating and messaging. 00:30:58.571 --> 00:30:59.692 And it goes like this. 00:31:00.211 --> 00:31:05.432 Problem, agitation, solution, outcome. 00:31:06.394 --> 00:31:06.933 An example. 00:31:07.233 --> 00:31:07.773 Problem. 00:31:09.315 --> 00:31:10.914 A leaky pipe in your wall 00:31:11.255 --> 00:31:12.654 can cause thousands of 00:31:12.694 --> 00:31:14.375 dollars in water damage. 00:31:15.230 --> 00:31:15.810 That's a problem. 00:31:16.330 --> 00:31:16.931 Agitation. 00:31:17.332 --> 00:31:18.992 You might never know the 00:31:19.012 --> 00:31:20.694 pipe is leaking until it's 00:31:21.194 --> 00:31:23.037 already done irreparable damage. 00:31:23.737 --> 00:31:24.337 Agitation. 00:31:24.837 --> 00:31:25.818 Salt in the wound. 00:31:26.359 --> 00:31:26.880 Solution. 00:31:27.461 --> 00:31:30.242 Hire XYZ Plumber and we come 00:31:30.343 --> 00:31:31.825 and do an analysis of your 00:31:31.884 --> 00:31:33.145 entire plumbing system. 00:31:35.387 --> 00:31:35.768 Outcome. 00:31:37.721 --> 00:31:38.782 Sleep soundly at night 00:31:38.863 --> 00:31:39.943 knowing that there is no 00:31:40.023 --> 00:31:41.265 water damage happening at 00:31:41.325 --> 00:31:42.726 your house ever. 00:31:43.486 --> 00:31:44.186 We guarantee it. 00:31:44.787 --> 00:31:48.410 Problem, agitation, solution, outcome. 00:31:48.630 --> 00:31:49.790 It would be very different 00:31:50.811 --> 00:31:52.353 if XYZ Plumbing Company said, 00:31:52.833 --> 00:31:54.693 we are a plumbing company 00:31:54.954 --> 00:31:56.715 and we do plumbing analysis 00:31:57.215 --> 00:31:59.518 of your pipes and water damage is bad. 00:32:00.878 --> 00:32:02.319 That's them telling you about a story. 00:32:03.996 --> 00:32:07.598 In Peso, problem, agitation, solution, 00:32:07.979 --> 00:32:08.419 outcome. 00:32:09.140 --> 00:32:11.501 They are telling you a story. 00:32:12.061 --> 00:32:13.462 Bonus points if you can tell 00:32:13.482 --> 00:32:15.164 me a story about me. 00:32:16.184 --> 00:32:18.086 Because now there's emotion tied to it. 00:32:18.787 --> 00:32:19.067 But Jimmy, 00:32:19.086 --> 00:32:21.068 I'm not selling plumbing analysis. 00:32:21.088 --> 00:32:22.289 I'm not selling these things. 00:32:23.510 --> 00:32:24.711 But if you did research that 00:32:24.791 --> 00:32:26.512 finds something that is 00:32:26.553 --> 00:32:27.814 applicable to people you 00:32:27.854 --> 00:32:29.535 want to reach and you put 00:32:29.575 --> 00:32:31.957 it through problem, agitation, solution, 00:32:32.116 --> 00:32:32.478 outcome... 00:32:33.288 --> 00:32:36.391 it intrigues them enough to 00:32:36.411 --> 00:32:37.271 take the next step, 00:32:38.212 --> 00:32:39.433 which is click and read. 00:32:39.953 --> 00:32:41.915 I sort of understand enough 00:32:43.396 --> 00:32:45.239 of what I'm going to get or 00:32:45.298 --> 00:32:48.061 become if I spend time 00:32:48.461 --> 00:32:50.183 reading your research and 00:32:50.304 --> 00:32:52.465 pay attention with your work. 00:32:53.886 --> 00:32:57.269 That post that changes from, yeah, 00:32:57.529 --> 00:32:58.912 we were published in this about this, 00:32:59.837 --> 00:33:01.798 If you run that through Peso, problem, 00:33:01.858 --> 00:33:03.298 agitation, solution, outcome, 00:33:04.599 --> 00:33:06.280 suddenly the post isn't about you at all. 00:33:06.740 --> 00:33:07.320 It's not about the 00:33:07.361 --> 00:33:09.162 researcher or the research. 00:33:10.382 --> 00:33:11.162 It's about the reader. 00:33:13.002 --> 00:33:13.682 That's the person you're 00:33:13.702 --> 00:33:14.663 trying to get to understand. 00:33:14.983 --> 00:33:15.824 Shouldn't you design your 00:33:15.844 --> 00:33:16.664 communication for your 00:33:16.704 --> 00:33:19.085 audience and not you? 00:33:20.165 --> 00:33:20.925 So that is, 00:33:21.165 --> 00:33:22.366 if I were to have to sum one 00:33:22.426 --> 00:33:23.826 thing up in this whole presentation, 00:33:24.667 --> 00:33:25.548 if you were to understand 00:33:26.763 --> 00:33:27.983 Start with the end in mind 00:33:28.824 --> 00:33:30.345 and the end is your audience. 00:33:31.285 --> 00:33:33.345 Your goal is to get them to 00:33:33.424 --> 00:33:35.885 pay attention and then 00:33:36.026 --> 00:33:37.385 spend time with your work. 00:33:37.766 --> 00:33:39.866 That is often the first disconnect. 00:33:39.886 --> 00:33:40.507 There are a lot of people 00:33:40.547 --> 00:33:41.866 who will say communications doesn't work. 00:33:42.346 --> 00:33:43.567 I tweeted that we had our 00:33:43.606 --> 00:33:45.448 paper published 50 times, nothing. 00:33:47.847 --> 00:33:51.328 You took a step, but ask yourself, 00:33:51.368 --> 00:33:52.209 was that step effective? 00:33:53.652 --> 00:33:56.453 And if not, why wasn't it effective? 00:33:56.775 --> 00:33:58.997 Peso is just one way to communicate. 00:33:59.477 --> 00:34:00.198 Say it doesn't work. 00:34:02.118 --> 00:34:03.840 Watch your next infomercial somewhere. 00:34:04.500 --> 00:34:07.544 This is peso over and over and over. 00:34:07.584 --> 00:34:08.344 And if it didn't work, 00:34:08.403 --> 00:34:09.244 they wouldn't have two 00:34:09.284 --> 00:34:11.306 hours on Sunday morning TV 00:34:11.847 --> 00:34:13.288 to sell you Flex Seal. 00:34:13.688 --> 00:34:14.248 They just wouldn't. 00:34:15.590 --> 00:34:16.251 So it does work. 00:34:18.463 --> 00:34:19.184 At presentations, 00:34:19.224 --> 00:34:20.045 sometimes I'll just throw 00:34:20.085 --> 00:34:21.887 in a couple of onions into the audience. 00:34:22.387 --> 00:34:23.668 Why is the guy throwing? 00:34:23.768 --> 00:34:24.989 I don't understand this at all. 00:34:25.369 --> 00:34:26.449 He's out here throwing onions. 00:34:27.351 --> 00:34:28.150 Here's what I want you to 00:34:28.190 --> 00:34:29.251 understand with the onion. 00:34:29.753 --> 00:34:30.733 How do you peel an onion? 00:34:31.753 --> 00:34:33.175 Well, there's a couple of ways, right? 00:34:33.195 --> 00:34:34.155 You peel the onion, 00:34:34.175 --> 00:34:35.237 you start with the outside. 00:34:35.956 --> 00:34:38.298 What happens if you cut the onion? 00:34:38.498 --> 00:34:38.798 Oh, yeah. 00:34:38.818 --> 00:34:40.601 As soon as you cut the onion, tears. 00:34:40.740 --> 00:34:41.842 You try to skip a step. 00:34:43.130 --> 00:34:43.871 Because the right way to 00:34:43.971 --> 00:34:45.931 peel an onion is to start at the outside, 00:34:46.311 --> 00:34:47.132 find the seam, 00:34:47.893 --> 00:34:50.233 and then slowly peel the onion. 00:34:50.333 --> 00:34:52.914 Each layer will fall off, never cutting, 00:34:53.195 --> 00:34:54.594 never having to cry. 00:34:56.056 --> 00:34:57.476 Except what's in the middle of an onion? 00:34:57.516 --> 00:34:59.416 What's the purpose of peeling an onion? 00:34:59.496 --> 00:35:00.157 Is there a seed? 00:35:00.197 --> 00:35:00.777 Is there a pit? 00:35:00.797 --> 00:35:01.777 Is there something on the inside? 00:35:01.818 --> 00:35:06.159 No, it's onion all the way down. 00:35:07.380 --> 00:35:08.420 The purpose of peeling the 00:35:08.500 --> 00:35:09.541 onion is to peel the onion. 00:35:10.521 --> 00:35:12.121 The purpose of taking your research 00:35:13.077 --> 00:35:14.199 And breaking it down, 00:35:14.478 --> 00:35:15.920 peeling it open to 00:35:15.960 --> 00:35:17.621 communicate it is to make 00:35:17.740 --> 00:35:18.942 sure it's in smaller bites 00:35:18.981 --> 00:35:21.403 that people can see how 00:35:21.443 --> 00:35:22.784 they will become either 00:35:22.864 --> 00:35:24.666 educated or entertained if 00:35:24.706 --> 00:35:26.327 they spend time and pay 00:35:26.367 --> 00:35:27.367 attention with your research. 00:35:28.088 --> 00:35:29.250 So I like the onion analogy 00:35:29.269 --> 00:35:31.251 because the purpose of 00:35:31.331 --> 00:35:32.391 peeling the onion is the 00:35:32.532 --> 00:35:33.532 act of peeling the onion. 00:35:33.552 --> 00:35:33.932 That's it. 00:35:33.972 --> 00:35:34.813 That's the whole point. 00:35:35.753 --> 00:35:37.936 It's onion all the way down. 00:35:38.956 --> 00:35:41.277 That to me is the second 00:35:41.318 --> 00:35:42.159 most popular analogy. 00:35:43.219 --> 00:35:44.121 missed opportunity with 00:35:44.161 --> 00:35:45.981 communicating research is people like, 00:35:46.041 --> 00:35:46.762 I don't have time. 00:35:47.182 --> 00:35:47.762 Remember the three T's. 00:35:47.782 --> 00:35:48.322 I don't have time. 00:35:48.664 --> 00:35:49.483 So I'm just going to cut to 00:35:49.503 --> 00:35:51.085 the chase and just give them the onion. 00:35:51.105 --> 00:35:52.146 So you cut the onion in half 00:35:52.545 --> 00:35:53.527 and you throw it on Instagram. 00:35:53.547 --> 00:35:54.266 You put it on Twitter. 00:35:54.286 --> 00:35:55.628 You share it on Facebook and 00:35:55.648 --> 00:35:57.708 people look at it and they're like, no, 00:35:58.389 --> 00:35:59.771 no, I reject this. 00:36:00.391 --> 00:36:01.291 But if you took the time to 00:36:01.411 --> 00:36:02.831 peel it and make sure they 00:36:02.972 --> 00:36:04.534 understood what they would become, 00:36:04.574 --> 00:36:06.514 if they took time with your onion, 00:36:07.275 --> 00:36:08.155 you got a chance for them 00:36:08.195 --> 00:36:09.876 to pay attention and spend time. 00:36:11.038 --> 00:36:12.920 Here's the third most 00:36:13.000 --> 00:36:14.900 popular failure in 00:36:14.940 --> 00:36:17.003 communicating science from my opinion. 00:36:18.244 --> 00:36:19.824 And it has to do with my 00:36:19.865 --> 00:36:22.648 Jeep and features versus benefits. 00:36:23.148 --> 00:36:24.789 So I got a red Jeep in my driveway. 00:36:25.690 --> 00:36:25.990 Love it. 00:36:26.130 --> 00:36:27.192 Always wanted a Jeep growing up. 00:36:27.231 --> 00:36:27.711 Now I have one. 00:36:27.831 --> 00:36:29.293 I'm an adult making adult decisions. 00:36:29.313 --> 00:36:32.175 I have a Jeep red four wheel 00:36:32.416 --> 00:36:35.097 drive Jeep Wrangler hard top, 00:36:35.838 --> 00:36:36.739 but the hard top comes off. 00:36:38.512 --> 00:36:40.815 Those are all features of the Jeep. 00:36:41.014 --> 00:36:43.416 Those are all features of my Wrangler. 00:36:44.077 --> 00:36:44.898 But to be honest, 00:36:46.318 --> 00:36:47.420 I didn't buy the Wrangler 00:36:47.480 --> 00:36:48.661 for any of those features. 00:36:48.960 --> 00:36:49.380 Not one. 00:36:50.702 --> 00:36:52.744 I bought them for the benefits. 00:36:53.764 --> 00:36:54.625 Benefits of a Jeep. 00:36:55.025 --> 00:36:55.445 What are they? 00:36:55.485 --> 00:36:56.686 Well, I mentioned the features, right? 00:36:56.806 --> 00:36:57.507 Four-wheel drive. 00:36:57.807 --> 00:36:58.027 Red. 00:37:00.376 --> 00:37:02.358 Four-door hardtop convertible. 00:37:02.478 --> 00:37:03.420 Those are the features. 00:37:03.659 --> 00:37:05.141 That's what we listed on the sticker. 00:37:05.740 --> 00:37:06.621 Features are facts. 00:37:07.202 --> 00:37:08.762 But we don't buy things on features. 00:37:09.003 --> 00:37:09.724 We think we do. 00:37:11.204 --> 00:37:11.826 I'll push back. 00:37:12.025 --> 00:37:12.806 I want to know if you agree 00:37:12.846 --> 00:37:13.766 or disagree in the comments. 00:37:13.967 --> 00:37:14.668 If you're still watching. 00:37:14.688 --> 00:37:15.668 If you're still paying attention. 00:37:16.289 --> 00:37:17.489 We don't buy things on features. 00:37:18.492 --> 00:37:19.152 Not until later. 00:37:19.773 --> 00:37:20.793 Not until a benefit has 00:37:20.833 --> 00:37:22.594 hooked us and we can picture something. 00:37:22.753 --> 00:37:24.153 Now, here are the benefits of my Jeep. 00:37:24.253 --> 00:37:26.695 Remember, four-wheel drive, four-door, 00:37:27.054 --> 00:37:28.775 red hardtop convertible. 00:37:29.536 --> 00:37:31.815 Features, facts, tangible. 00:37:32.195 --> 00:37:33.577 We don't respond to those as 00:37:33.657 --> 00:37:34.577 well as we think we do. 00:37:35.137 --> 00:37:36.677 We respond to benefits. 00:37:37.057 --> 00:37:37.898 We don't have friends with 00:37:37.938 --> 00:37:39.038 features in college, do we? 00:37:40.878 --> 00:37:41.719 We have friends with benefits. 00:37:42.059 --> 00:37:42.378 I said it. 00:37:43.635 --> 00:37:44.434 Here are the benefits. 00:37:44.755 --> 00:37:45.396 Remember the features. 00:37:45.576 --> 00:37:47.137 Four-wheel drive, red, four-door, 00:37:47.257 --> 00:37:48.036 hardtop convertible. 00:37:48.237 --> 00:37:49.056 Now the benefits. 00:37:49.338 --> 00:37:50.878 Why I actually bought this Jeep. 00:37:50.978 --> 00:37:51.778 Four-wheel drive. 00:37:52.798 --> 00:37:53.800 Do you think a little snow 00:37:53.840 --> 00:37:54.760 in upstate New York ever 00:37:54.800 --> 00:37:56.081 stops me from going where I want to go? 00:37:56.800 --> 00:37:57.440 Absolutely not. 00:37:58.202 --> 00:37:58.601 A story. 00:37:59.021 --> 00:37:59.702 You can picture that. 00:38:00.123 --> 00:38:00.922 It touches an emotion. 00:38:01.123 --> 00:38:02.804 That's a benefit, not a feature. 00:38:03.264 --> 00:38:03.903 It's red. 00:38:04.565 --> 00:38:05.465 Jimmy's not subtle. 00:38:06.485 --> 00:38:08.646 When I pull into a parking lot with my red, 00:38:09.266 --> 00:38:10.766 fire engine red Jeep Wrangler, 00:38:11.288 --> 00:38:11.927 people pay attention. 00:38:12.545 --> 00:38:13.425 I don't want a subtle car. 00:38:13.626 --> 00:38:14.666 I want a car that stands out. 00:38:15.186 --> 00:38:16.807 That's a benefit to me. 00:38:16.827 --> 00:38:18.588 That's why I picked that red 00:38:18.688 --> 00:38:20.389 one and not a white one or a subtle one. 00:38:21.210 --> 00:38:21.931 That's a benefit. 00:38:22.130 --> 00:38:22.871 Red is the feature. 00:38:23.271 --> 00:38:24.411 Benefit is it stands out. 00:38:26.632 --> 00:38:27.152 Four-door. 00:38:27.672 --> 00:38:29.014 You ever think I leave a friend behind? 00:38:29.293 --> 00:38:29.454 No. 00:38:29.713 --> 00:38:31.554 I fit the whole party in my Wrangler. 00:38:31.775 --> 00:38:32.655 We go wherever we want to go. 00:38:34.076 --> 00:38:35.936 That's a benefit, not a feature. 00:38:36.097 --> 00:38:36.938 Feature's four doors. 00:38:36.958 --> 00:38:37.557 That's fact. 00:38:37.657 --> 00:38:38.599 What do I get out of it? 00:38:38.659 --> 00:38:39.478 That's the benefit. 00:38:40.139 --> 00:38:41.179 Hard top convertible. 00:38:41.856 --> 00:38:43.016 Well, you can touch the hard top. 00:38:43.777 --> 00:38:44.557 What's the benefit? 00:38:44.978 --> 00:38:45.137 Well, 00:38:45.177 --> 00:38:48.639 I'm covered until I don't want to be. 00:38:49.059 --> 00:38:50.460 And then I go from covered 00:38:50.980 --> 00:38:54.141 to wind in my hair in 90 seconds or less. 00:38:55.221 --> 00:38:56.081 Most of the time, 00:38:56.561 --> 00:38:58.141 I see research communicated 00:38:58.601 --> 00:39:01.202 and it's a focus on features. 00:39:02.443 --> 00:39:04.264 I need you to explain the 00:39:04.364 --> 00:39:07.204 benefits at least until I 00:39:07.244 --> 00:39:08.704 get close enough to your work 00:39:11.148 --> 00:39:12.771 I need you to leave with benefits. 00:39:14.132 --> 00:39:15.313 Help me understand what I 00:39:15.353 --> 00:39:18.297 will become after I consume 00:39:18.317 --> 00:39:18.856 your research. 00:39:20.038 --> 00:39:21.159 Paint me a picture. 00:39:21.699 --> 00:39:23.481 Don't tell me about a story. 00:39:23.983 --> 00:39:24.742 Tell me a story. 00:39:25.123 --> 00:39:27.585 What I will become, what I need to know if, 00:39:28.206 --> 00:39:30.789 if I watch the movie, 00:39:31.289 --> 00:39:33.693 if I go download and read the paper. 00:39:34.762 --> 00:39:36.523 Focus on benefits. 00:39:36.922 --> 00:39:38.925 I see many people focused on features. 00:39:39.105 --> 00:39:39.905 And I know it feels safe 00:39:40.166 --> 00:39:41.246 because features are facts. 00:39:41.626 --> 00:39:42.606 And we're scientists. 00:39:43.146 --> 00:39:44.208 And it's a world of facts. 00:39:45.009 --> 00:39:46.088 But humans are reading this. 00:39:46.369 --> 00:39:47.590 And humans are big, dumb animals, 00:39:47.650 --> 00:39:48.771 as my psychology friends say. 00:39:48.811 --> 00:39:49.552 We're big, dumb animals. 00:39:49.851 --> 00:39:51.012 And we react to emotion. 00:39:51.213 --> 00:39:52.753 I'm not telling you to make anything up. 00:39:52.793 --> 00:39:53.514 I had a question from the 00:39:53.554 --> 00:39:54.914 audience at CSM when I presented this. 00:39:55.514 --> 00:39:57.195 We have to invent benefits? 00:39:57.356 --> 00:39:57.856 No, no, no, no, no. 00:39:59.032 --> 00:40:00.134 If there's no benefit to me 00:40:00.213 --> 00:40:00.914 reading your research, 00:40:01.253 --> 00:40:01.954 I probably shouldn't be 00:40:01.974 --> 00:40:02.894 spending time with it anyway. 00:40:03.554 --> 00:40:05.235 If you're telling me it has a benefit, 00:40:05.755 --> 00:40:07.016 I'm telling you to explain 00:40:07.056 --> 00:40:08.797 it to me simply. 00:40:09.717 --> 00:40:10.378 And if you don't, 00:40:11.278 --> 00:40:12.559 we move with the speed of swipe, 00:40:13.340 --> 00:40:15.201 you will continue and your 00:40:15.240 --> 00:40:17.302 work will continue to be ignored. 00:40:18.262 --> 00:40:19.163 I mentioned this phrase 00:40:19.503 --> 00:40:21.103 several times throughout 00:40:21.123 --> 00:40:21.844 this presentation. 00:40:22.065 --> 00:40:24.385 I use these phrases a lot, these two. 00:40:25.913 --> 00:40:28.054 Pay attention and spend time. 00:40:28.574 --> 00:40:32.135 Pay attention, spend time. 00:40:32.815 --> 00:40:33.954 You've yelled these to your kids. 00:40:34.135 --> 00:40:34.775 Pay attention. 00:40:35.135 --> 00:40:36.275 Spend some time on your homework. 00:40:36.715 --> 00:40:37.436 Pay attention. 00:40:38.317 --> 00:40:39.617 Spend some time mowing the lawn. 00:40:40.137 --> 00:40:41.697 Hey, pay attention. 00:40:42.938 --> 00:40:44.318 This is what you're trying to do, 00:40:45.099 --> 00:40:45.378 isn't it? 00:40:46.418 --> 00:40:47.179 You're trying to get people 00:40:47.219 --> 00:40:48.019 to pay attention to your 00:40:48.059 --> 00:40:49.340 work and spend time reading 00:40:49.400 --> 00:40:50.099 or consuming it. 00:40:50.860 --> 00:40:52.521 Except here's how I look at 00:40:52.561 --> 00:40:53.300 these two phrases. 00:40:53.681 --> 00:40:55.581 They are transactional phrases. 00:40:58.728 --> 00:41:03.170 Pay and spend attention and time. 00:41:03.570 --> 00:41:05.751 You want their attention and time. 00:41:06.271 --> 00:41:08.012 Therefore, I push back at you and say, 00:41:08.233 --> 00:41:10.574 then you must pay and spend. 00:41:11.653 --> 00:41:13.375 And it doesn't have to be money. 00:41:14.735 --> 00:41:16.856 Not all transactions are 00:41:16.936 --> 00:41:18.076 monetary transactions. 00:41:18.637 --> 00:41:19.456 Reading your research, 00:41:19.577 --> 00:41:20.516 even if it's open access, 00:41:21.097 --> 00:41:22.657 still requires a cost. 00:41:24.659 --> 00:41:27.340 My most valuable asset, my attention. 00:41:28.771 --> 00:41:29.271 and my time. 00:41:30.353 --> 00:41:31.753 So remember, just read this. 00:41:31.853 --> 00:41:32.853 Why don't more people just 00:41:32.913 --> 00:41:33.773 read the research? 00:41:33.853 --> 00:41:36.514 How come 17 years from 00:41:37.474 --> 00:41:38.235 published to practice? 00:41:38.996 --> 00:41:39.195 Why? 00:41:39.215 --> 00:41:39.655 It's free. 00:41:39.695 --> 00:41:40.516 I don't understand. 00:41:40.835 --> 00:41:42.137 We've never been more connected. 00:41:42.157 --> 00:41:42.456 Remember? 00:41:42.797 --> 00:41:44.456 So many things are being shared every day. 00:41:44.918 --> 00:41:46.757 How come my stuff gets lost 00:41:46.818 --> 00:41:48.039 in the signal-to-noise ratio? 00:41:49.318 --> 00:41:51.739 Approach it as a transaction. 00:41:52.539 --> 00:41:54.960 Make sure I understand after 00:41:55.061 --> 00:41:57.442 I pay what I'm going to get. 00:41:58.313 --> 00:42:00.235 Make sure you lead with that benefit, 00:42:01.056 --> 00:42:02.456 and then you have a chance 00:42:02.577 --> 00:42:04.277 to get someone to pay 00:42:04.918 --> 00:42:07.940 attention and spend time. 00:42:09.101 --> 00:42:09.402 All right, 00:42:09.581 --> 00:42:11.224 so these are the big reasons why 00:42:11.284 --> 00:42:13.025 I see research not 00:42:13.065 --> 00:42:14.885 spreading or science not spreading, 00:42:16.067 --> 00:42:17.327 people not paying attention 00:42:17.407 --> 00:42:18.329 or spending time. 00:42:19.420 --> 00:42:22.041 And someone asked, this sounds like a lot. 00:42:22.061 --> 00:42:23.041 Is there anyone that can help? 00:42:23.161 --> 00:42:23.440 Yes. 00:42:24.380 --> 00:42:24.661 Yes. 00:42:25.161 --> 00:42:26.101 Do you have to do this alone? 00:42:26.342 --> 00:42:26.581 No. 00:42:27.141 --> 00:42:27.641 I exist. 00:42:27.942 --> 00:42:29.722 Other people, many like me, exist. 00:42:31.222 --> 00:42:32.402 And you can do it one of three ways. 00:42:33.063 --> 00:42:34.903 You can communicate your science yourself. 00:42:34.983 --> 00:42:36.063 I bought a house two years ago. 00:42:36.324 --> 00:42:37.463 I learned what DIY means. 00:42:37.744 --> 00:42:39.425 It means an empty wallet. 00:42:40.905 --> 00:42:41.885 But you're going to do it yourself. 00:42:42.306 --> 00:42:43.166 You can do it your own way. 00:42:43.286 --> 00:42:44.545 You have an intimate 00:42:44.585 --> 00:42:45.465 knowledge with your research. 00:42:45.885 --> 00:42:47.347 But maybe you haven't communicated before. 00:42:47.367 --> 00:42:47.907 That's okay. 00:42:48.902 --> 00:42:50.063 There's a website I will 00:42:50.083 --> 00:42:51.123 throw out right now that 00:42:51.164 --> 00:42:52.784 can help you learn to communicate better. 00:42:53.445 --> 00:42:59.170 And it is G, write this down, O-O-G-L-E. 00:42:59.210 --> 00:42:59.710 It's Google. 00:43:00.371 --> 00:43:01.391 There is an answer to your 00:43:01.411 --> 00:43:01.851 problem on how to 00:43:01.891 --> 00:43:03.152 communicate science if you 00:43:03.193 --> 00:43:03.994 are willing to look for it. 00:43:04.054 --> 00:43:04.954 You can do it yourself. 00:43:05.514 --> 00:43:06.715 You can have someone do it with you. 00:43:07.876 --> 00:43:09.378 D-W-Y. 00:43:09.677 --> 00:43:10.539 If you work at a major 00:43:10.579 --> 00:43:12.280 institution like a university... 00:43:13.132 --> 00:43:14.911 or a large organization, there are people, 00:43:14.931 --> 00:43:15.753 a lot of times, 00:43:16.253 --> 00:43:16.992 might be actually called 00:43:17.072 --> 00:43:18.672 marketers or communicators 00:43:19.373 --> 00:43:20.853 who can help with that. 00:43:21.733 --> 00:43:22.793 And they can help you along the way. 00:43:22.954 --> 00:43:25.134 These are the people in your neighborhood. 00:43:25.353 --> 00:43:26.094 These people can help you. 00:43:26.934 --> 00:43:27.775 And there are also people 00:43:27.815 --> 00:43:30.074 who will do it for you, right? 00:43:30.094 --> 00:43:31.175 And that obviously requires 00:43:31.195 --> 00:43:32.735 a different kind of relationship. 00:43:32.775 --> 00:43:34.195 Maybe you hire an organization. 00:43:35.275 --> 00:43:35.996 I have been hired by 00:43:36.056 --> 00:43:37.317 organizations who have 00:43:37.376 --> 00:43:39.197 baked communication in from the start. 00:43:40.423 --> 00:43:41.184 And they have put me on 00:43:41.204 --> 00:43:42.485 their grant and said, 00:43:42.625 --> 00:43:43.706 part of the funding will go 00:43:43.746 --> 00:43:45.706 to communicating after the 00:43:45.726 --> 00:43:46.748 paper has been published. 00:43:48.048 --> 00:43:49.070 Because wasn't that the point? 00:43:49.170 --> 00:43:51.251 The person giving the grant is like, okay, 00:43:51.271 --> 00:43:52.152 so you're going to get published. 00:43:52.552 --> 00:43:54.233 If you can highlight to them, no, 00:43:54.432 --> 00:43:55.994 we're not stopping at the 17-yard line. 00:43:56.134 --> 00:43:57.414 We're punching this thing in the end zone. 00:43:58.596 --> 00:43:59.275 And you include a 00:43:59.335 --> 00:44:00.717 communicator on your team 00:44:03.278 --> 00:44:04.320 to achieve understanding. 00:44:05.224 --> 00:44:07.005 I would love to see an 00:44:07.045 --> 00:44:09.188 organization push back at 00:44:09.228 --> 00:44:10.208 that if they were giving 00:44:10.248 --> 00:44:12.150 out a grant and say, no, no, no. 00:44:12.190 --> 00:44:13.632 We're not part of that. 00:44:13.672 --> 00:44:14.331 Can't include that. 00:44:14.371 --> 00:44:15.413 We don't want you to communicate. 00:44:15.452 --> 00:44:16.753 We want you to publish it 00:44:16.773 --> 00:44:18.315 and then just be done. 00:44:19.175 --> 00:44:20.536 I would love to be in that conversation. 00:44:20.556 --> 00:44:21.557 I'm not saying it doesn't happen, 00:44:21.958 --> 00:44:23.199 but I don't think it would. 00:44:23.458 --> 00:44:24.219 I've been a part of it. 00:44:26.141 --> 00:44:27.862 So those are the situations. 00:44:28.342 --> 00:44:28.902 Great, Jimmy. 00:44:28.983 --> 00:44:30.403 Thanks for mapping that out for us. 00:44:32.146 --> 00:44:33.507 What do I do about this? 00:44:34.007 --> 00:44:34.867 How do we fix it? 00:44:35.864 --> 00:44:38.068 Here's a slide that comes up in my brain, 00:44:38.329 --> 00:44:39.050 in my sleep, 00:44:39.230 --> 00:44:41.795 whenever I am asked to 00:44:41.835 --> 00:44:42.695 communicate something and 00:44:42.715 --> 00:44:43.898 to help someone communicate something. 00:44:45.320 --> 00:44:46.202 Take a screenshot of this. 00:44:47.775 --> 00:44:48.976 This is what goes in my brain. 00:44:49.297 --> 00:44:49.416 Now, 00:44:49.496 --> 00:44:50.436 I learned communications and 00:44:50.456 --> 00:44:52.378 journalism from a Franciscan friar. 00:44:52.398 --> 00:44:54.137 I went to Catholic University. 00:44:54.478 --> 00:44:55.878 So they love to break things down. 00:44:56.139 --> 00:44:57.260 They sound so prophetic. 00:44:57.820 --> 00:44:59.199 And they broke everything down. 00:44:59.940 --> 00:45:01.900 There are six questions that you can ask. 00:45:02.101 --> 00:45:03.561 That's it, said Brother Basil. 00:45:03.882 --> 00:45:06.463 Who, what, where, when, why, and how. 00:45:07.003 --> 00:45:07.822 Just six questions. 00:45:07.902 --> 00:45:09.324 Now, there's an infinite variation, 00:45:10.143 --> 00:45:11.945 amount of variation of those questions. 00:45:12.878 --> 00:45:13.599 But if you'll notice, 00:45:13.699 --> 00:45:14.579 and you're a quick counter, 00:45:15.420 --> 00:45:16.561 Jimmy's actually got seven 00:45:16.641 --> 00:45:17.521 questions on the screen. 00:45:17.621 --> 00:45:18.682 So let's go through this real quick. 00:45:20.565 --> 00:45:21.706 Does it matter who you're 00:45:21.746 --> 00:45:22.666 communicating to? 00:45:22.927 --> 00:45:23.927 That's the first question. 00:45:24.047 --> 00:45:26.949 Simon Sinek's book, Start With Why, 00:45:27.851 --> 00:45:28.972 and the subsequent TED Talk 00:45:30.112 --> 00:45:31.434 is the most viewed TED Talk in the world. 00:45:31.733 --> 00:45:33.094 Simon Sinek says you start with why. 00:45:33.876 --> 00:45:35.878 I disagree with Mr. Sinek in a good way. 00:45:36.891 --> 00:45:37.952 And I think he would agree with me. 00:45:38.414 --> 00:45:39.675 You don't really start with why, 00:45:39.695 --> 00:45:40.755 but you got to get to why. 00:45:41.235 --> 00:45:42.097 And the only way to get to 00:45:42.137 --> 00:45:43.878 why is by starting with who. 00:45:44.800 --> 00:45:46.942 I have a best friend and I have a gammy. 00:45:48.083 --> 00:45:49.885 And I speak about different 00:45:49.925 --> 00:45:51.487 things in different ways, 00:45:51.806 --> 00:45:53.248 depending on who I'm talking to. 00:45:54.128 --> 00:45:57.612 The who changes everything after that. 00:45:58.172 --> 00:45:58.673 Remember that. 00:46:00.403 --> 00:46:02.425 This paradigm, this walkthrough, 00:46:02.505 --> 00:46:04.186 is for every single one of 00:46:04.226 --> 00:46:04.885 your audiences. 00:46:05.425 --> 00:46:06.146 Pay attention to that. 00:46:06.606 --> 00:46:07.306 It starts with who. 00:46:08.606 --> 00:46:08.947 Next up, 00:46:08.967 --> 00:46:11.188 you'll see the repetition of the 00:46:11.228 --> 00:46:11.809 question what. 00:46:11.849 --> 00:46:13.409 That's how we go from six Ws, 00:46:13.489 --> 00:46:14.670 six questions, to seven. 00:46:15.550 --> 00:46:17.190 On the left side of that Venn diagram, 00:46:17.851 --> 00:46:19.150 I have organizations or 00:46:19.190 --> 00:46:21.652 people list all the problems, 00:46:22.393 --> 00:46:25.454 the barriers, that their who might have. 00:46:26.704 --> 00:46:28.324 On the flip side, I say list all the goals, 00:46:28.405 --> 00:46:29.525 the things they want to become, 00:46:29.764 --> 00:46:30.664 the things they can't get 00:46:30.724 --> 00:46:31.764 to because of the barriers. 00:46:32.106 --> 00:46:33.025 I call them bads and goods. 00:46:33.465 --> 00:46:34.326 Give me your bads and goods. 00:46:34.365 --> 00:46:35.306 I'm a left side of that what? 00:46:37.347 --> 00:46:38.467 On the right side of that what, 00:46:38.567 --> 00:46:40.268 I say list all the advantages, 00:46:40.807 --> 00:46:42.568 the things that you know about, 00:46:42.628 --> 00:46:44.289 the things that your research can teach. 00:46:45.469 --> 00:46:46.369 Do that on the right side of 00:46:46.389 --> 00:46:47.090 the Venn diagram. 00:46:49.615 --> 00:46:50.297 Put them all down. 00:46:50.896 --> 00:46:52.478 And where you see the same 00:46:52.538 --> 00:46:54.780 word pop up on the left and the right, 00:46:55.900 --> 00:46:57.021 that gets listed in the center. 00:46:57.702 --> 00:46:58.543 And that is what's known as 00:46:58.563 --> 00:47:00.003 your shared why. 00:47:01.085 --> 00:47:02.465 Those are the reasons people 00:47:02.505 --> 00:47:04.067 should pay attention and 00:47:04.206 --> 00:47:05.969 spend time with your 00:47:05.989 --> 00:47:07.730 research or information or 00:47:07.809 --> 00:47:08.951 product or service. 00:47:10.052 --> 00:47:11.793 Focus on your shared why. 00:47:12.072 --> 00:47:13.233 Now, from here on out, 00:47:13.313 --> 00:47:14.855 I agree with Simon Sinek. 00:47:15.056 --> 00:47:16.336 Now the real work begins. 00:47:17.255 --> 00:47:18.498 is now we have a shared why. 00:47:18.518 --> 00:47:19.699 It becomes very clear. 00:47:20.059 --> 00:47:20.800 It becomes simple, 00:47:20.860 --> 00:47:21.721 not easy to communicate 00:47:21.760 --> 00:47:22.983 after you understand your shared why. 00:47:23.523 --> 00:47:24.644 And from there, look at the steps. 00:47:24.925 --> 00:47:25.626 How, where, and when? 00:47:27.208 --> 00:47:27.568 How, where, 00:47:27.588 --> 00:47:28.668 and when will you communicate this? 00:47:28.789 --> 00:47:29.911 You know what you're communicating. 00:47:29.931 --> 00:47:30.952 We just solved that because 00:47:30.972 --> 00:47:31.572 we started with who. 00:47:32.313 --> 00:47:34.016 We asked what they wanted to 00:47:34.056 --> 00:47:35.117 become but couldn't because 00:47:35.137 --> 00:47:35.717 of their bads. 00:47:36.963 --> 00:47:38.784 We understood what value we bring, 00:47:38.985 --> 00:47:40.405 what areas we're experts on 00:47:40.445 --> 00:47:41.427 or our research are experts on, 00:47:41.586 --> 00:47:43.528 where those two things cross are our why. 00:47:43.969 --> 00:47:44.789 You should only be 00:47:45.110 --> 00:47:46.952 communicating about those 00:47:47.331 --> 00:47:49.414 whys to that audience about that project. 00:47:49.733 --> 00:47:51.315 And it gets simple after that. 00:47:51.614 --> 00:47:52.235 How, where, when? 00:47:52.936 --> 00:47:53.856 How are you going to communicate it? 00:47:54.137 --> 00:47:55.199 Where are you going to communicate it? 00:47:55.458 --> 00:47:56.480 When are you going to communicate it? 00:47:57.500 --> 00:47:58.561 How do those steps look? 00:47:59.521 --> 00:48:00.382 That's where we dive in here. 00:48:02.246 --> 00:48:03.447 This is your content pyramid. 00:48:04.028 --> 00:48:06.152 So I start figuring out my 00:48:06.271 --> 00:48:08.213 messaging in the previous slide, 00:48:08.293 --> 00:48:08.675 this one. 00:48:09.936 --> 00:48:12.559 Once I understand a paper, an organization, 00:48:12.599 --> 00:48:16.324 and ad campaigns, why, it becomes simple. 00:48:16.543 --> 00:48:17.445 I move on to this step. 00:48:19.501 --> 00:48:20.362 And it's in three steps. 00:48:20.663 --> 00:48:21.282 Love threes. 00:48:21.963 --> 00:48:22.483 Love threes. 00:48:23.045 --> 00:48:24.226 So here's your content pyramid. 00:48:24.385 --> 00:48:25.626 You start with pillar content. 00:48:26.186 --> 00:48:27.047 That's at the very top. 00:48:27.467 --> 00:48:28.548 It's a lot of effort to 00:48:28.608 --> 00:48:29.869 create pillar content, 00:48:29.949 --> 00:48:30.871 but everything else, 00:48:30.931 --> 00:48:32.172 it holds up everything else. 00:48:32.192 --> 00:48:33.552 That's why we call it pillar content. 00:48:34.092 --> 00:48:35.213 And that pillar content, 00:48:35.313 --> 00:48:36.175 remember we discussed what 00:48:36.335 --> 00:48:38.836 media or content was, it holds true. 00:48:39.016 --> 00:48:39.336 Look at that. 00:48:40.498 --> 00:48:44.240 Sound, words, video, live stream, content. 00:48:45.012 --> 00:48:46.592 Meeting, in-person or virtual. 00:48:46.974 --> 00:48:48.074 This is pillar content. 00:48:48.835 --> 00:48:49.396 Keep it simple. 00:48:49.476 --> 00:48:50.817 Remember, it's two cans and a string. 00:48:51.297 --> 00:48:52.117 This is words. 00:48:52.798 --> 00:48:54.679 This is audio, video, pictures. 00:48:55.181 --> 00:48:55.800 Keep it simple. 00:48:56.081 --> 00:48:57.302 But it's pillar content. 00:48:58.943 --> 00:48:59.905 After pillar content, 00:48:59.945 --> 00:49:00.945 can we do anything with that? 00:49:00.965 --> 00:49:01.606 Well, of course. 00:49:02.606 --> 00:49:04.409 We create what's called micro content. 00:49:04.949 --> 00:49:05.650 You've seen this. 00:49:05.750 --> 00:49:06.570 You know what this is. 00:49:06.871 --> 00:49:07.490 You've seen this. 00:49:08.552 --> 00:49:09.932 A piece of pillar content 00:49:09.952 --> 00:49:11.554 might be a Yankee game. 00:49:12.775 --> 00:49:14.157 The broadcast of a Yankee game. 00:49:14.697 --> 00:49:15.798 That is pillar content. 00:49:15.858 --> 00:49:17.239 A lot of effort to get all 00:49:17.280 --> 00:49:18.461 those people together and film it, 00:49:18.501 --> 00:49:19.382 record it, play the game. 00:49:20.684 --> 00:49:22.085 Piece of micro-content is a 00:49:22.204 --> 00:49:24.146 clip from the game or a 00:49:24.367 --> 00:49:26.489 photo from the game or a 00:49:26.568 --> 00:49:28.030 bit of audio recapping, 00:49:28.190 --> 00:49:30.012 a play-by-play of the game. 00:49:32.876 --> 00:49:33.255 Finally, 00:49:33.275 --> 00:49:34.317 what are you going to do with the 00:49:34.376 --> 00:49:36.338 pillar content, the micro-content? 00:49:38.168 --> 00:49:39.228 You've got to distribute 00:49:39.349 --> 00:49:42.070 that content on TV or on 00:49:42.150 --> 00:49:45.193 Twitter or on Instagram or on YouTube. 00:49:46.554 --> 00:49:47.135 And then finally, 00:49:47.155 --> 00:49:48.355 the researchers love this part. 00:49:49.456 --> 00:49:51.757 When you're done creating and distributing, 00:49:52.358 --> 00:49:53.159 you want to analyze. 00:49:54.139 --> 00:49:55.581 On which platform did I get 00:49:55.601 --> 00:49:56.400 the most engagement? 00:49:57.161 --> 00:49:58.043 Was it my message? 00:49:59.065 --> 00:50:00.425 or the actual content that 00:50:00.485 --> 00:50:01.306 worked well or didn't. 00:50:01.447 --> 00:50:02.188 Could I improve? 00:50:02.367 --> 00:50:02.748 How and where? 00:50:02.788 --> 00:50:03.949 This is where objective data comes in. 00:50:04.230 --> 00:50:05.911 I call it the audience engagement loop. 00:50:06.371 --> 00:50:07.313 Every month I take a look at 00:50:07.413 --> 00:50:08.753 everything I shared last month and I go, 00:50:08.994 --> 00:50:10.114 hey, what popped off, man? 00:50:10.835 --> 00:50:11.295 What was it? 00:50:11.635 --> 00:50:12.797 Let's see if we can figure out why. 00:50:12.818 --> 00:50:14.119 Let's take our best educated guess. 00:50:14.418 --> 00:50:15.119 Was it the content? 00:50:15.360 --> 00:50:16.340 Was it how I delivered it? 00:50:16.581 --> 00:50:17.141 Was it when? 00:50:17.221 --> 00:50:17.762 Was it luck? 00:50:18.342 --> 00:50:19.123 Let's figure that out. 00:50:20.344 --> 00:50:21.445 So I want you to pay attention to this. 00:50:21.485 --> 00:50:23.806 This is your content pyramid. 00:50:24.786 --> 00:50:26.387 At the top, though, if you're a researcher, 00:50:26.407 --> 00:50:27.648 you're like, I don't host a podcast. 00:50:27.668 --> 00:50:28.608 I don't write for a blog. 00:50:28.630 --> 00:50:29.409 I don't do videos. 00:50:30.210 --> 00:50:31.972 Well, those words are universal. 00:50:32.731 --> 00:50:36.333 Your paper is your pillar content. 00:50:36.554 --> 00:50:37.375 I'm telling you, 00:50:38.155 --> 00:50:39.295 simply taking a screenshot 00:50:39.315 --> 00:50:40.217 of the abstract and putting 00:50:40.257 --> 00:50:41.838 it on Instagram is not enough. 00:50:43.398 --> 00:50:45.920 You need a process, 00:50:45.981 --> 00:50:47.360 we discussed that in the three Ps, 00:50:47.521 --> 00:50:49.222 to be able to mass-produce 00:50:50.130 --> 00:50:52.632 clear and digestible pieces of content, 00:50:52.652 --> 00:50:53.713 pieces of micro content, 00:50:54.514 --> 00:50:55.634 to get people to understand 00:50:55.673 --> 00:50:56.335 why they should pay 00:50:57.014 --> 00:50:59.496 attention and spend time 00:51:00.797 --> 00:51:01.458 with your research. 00:51:02.438 --> 00:51:04.760 If you do not do this, and it sounds hard, 00:51:04.800 --> 00:51:06.280 I'm telling you it's simple but not easy, 00:51:07.141 --> 00:51:08.862 you will continue to get 00:51:08.942 --> 00:51:13.065 the response of your research as a whole. 00:51:14.246 --> 00:51:15.545 Don't be upset with the 00:51:15.585 --> 00:51:16.467 results you don't get. 00:51:17.429 --> 00:51:18.789 from the work that you are not doing. 00:51:18.989 --> 00:51:20.190 I am not telling you that 00:51:20.231 --> 00:51:21.092 it's all your fault. 00:51:21.271 --> 00:51:22.193 I'm just laying it out. 00:51:22.773 --> 00:51:23.614 These are the problems. 00:51:24.193 --> 00:51:26.655 This is how it is solved in 00:51:26.795 --> 00:51:28.998 other organizations, in other industries, 00:51:29.018 --> 00:51:29.797 in other professions. 00:51:30.679 --> 00:51:32.480 Simple, but not easy. 00:51:33.041 --> 00:51:33.902 Now we start to get quick. 00:51:33.922 --> 00:51:36.884 I'm going to give you the 00:51:36.943 --> 00:51:40.106 strengths of each type of content. 00:51:40.186 --> 00:51:40.847 So audio. 00:51:42.483 --> 00:51:44.043 Audio can get really in-depth. 00:51:44.182 --> 00:51:45.324 Is this content the right 00:51:45.403 --> 00:51:46.884 content for your research 00:51:46.923 --> 00:51:47.983 or your product or your service? 00:51:48.543 --> 00:51:50.804 Audio, strength in conversations. 00:51:51.105 --> 00:51:51.784 It's mobile. 00:51:51.824 --> 00:51:52.664 You can listen to it. 00:51:52.684 --> 00:51:53.646 The audience can listen to 00:51:53.686 --> 00:51:54.786 it while they do other things. 00:51:56.146 --> 00:51:57.427 Interviews, narratives, 00:51:57.746 --> 00:51:58.806 roundtable discussions. 00:51:58.887 --> 00:52:00.527 That's how you might be able to use audio. 00:52:00.586 --> 00:52:01.266 How about writing? 00:52:02.007 --> 00:52:03.208 Write something on a website. 00:52:03.288 --> 00:52:05.427 Great for search engine optimization. 00:52:05.447 --> 00:52:06.728 That's fancy talk for if 00:52:06.768 --> 00:52:07.748 someone Googles something, 00:52:08.548 --> 00:52:10.009 Google might think you are the answer. 00:52:10.028 --> 00:52:11.010 You might pop up as the 00:52:11.090 --> 00:52:12.010 answer to their question. 00:52:12.920 --> 00:52:14.461 gives you the appearance of 00:52:14.501 --> 00:52:15.742 what's called thought leadership. 00:52:16.324 --> 00:52:17.644 How can you execute on this? 00:52:18.065 --> 00:52:20.786 Articles, how-to guides, listicles. 00:52:21.208 --> 00:52:23.009 A listicle is seven ways to 00:52:23.028 --> 00:52:23.889 get the beach body. 00:52:26.411 --> 00:52:28.313 You can mock supermarket 00:52:28.373 --> 00:52:30.534 checkout magazines all you want, 00:52:30.675 --> 00:52:31.856 except they're still around. 00:52:33.436 --> 00:52:33.516 Now, 00:52:33.536 --> 00:52:35.119 their content might not be what you're 00:52:35.338 --> 00:52:36.920 interested in as a researcher, 00:52:37.340 --> 00:52:39.262 but how they communicate those things. 00:52:41.175 --> 00:52:41.896 People fall for them. 00:52:42.556 --> 00:52:43.217 Fall for them. 00:52:43.376 --> 00:52:44.938 They pay attention and spend 00:52:44.998 --> 00:52:45.498 time with them. 00:52:46.440 --> 00:52:47.721 Video, the strength of video, 00:52:47.800 --> 00:52:49.461 engaging visuals and storytelling. 00:52:49.963 --> 00:52:53.726 You can do documentaries, tutorials, vlogs, 00:52:54.306 --> 00:52:56.449 live streams, real-time engagement. 00:52:56.489 --> 00:52:57.469 What I am doing right now, 00:52:57.509 --> 00:52:58.449 this is very meta. 00:52:58.550 --> 00:52:59.710 I am doing a live stream 00:52:59.851 --> 00:53:01.293 about teaching you about live streams. 00:53:02.813 --> 00:53:03.693 Behind the scenes, 00:53:03.954 --> 00:53:04.434 you could have 00:53:04.494 --> 00:53:05.514 conversations or give a 00:53:05.574 --> 00:53:06.755 presentation live. 00:53:07.635 --> 00:53:09.056 Webinars or online meetings, 00:53:09.356 --> 00:53:10.735 real-time learning and interaction, 00:53:10.956 --> 00:53:13.036 that's like a closed-door live stream, 00:53:13.577 --> 00:53:15.057 educational sessions, Q&A, 00:53:15.117 --> 00:53:15.978 or demonstrations. 00:53:16.518 --> 00:53:17.139 Those are different, 00:53:17.179 --> 00:53:19.480 just a couple different types of media, 00:53:19.981 --> 00:53:20.820 pillar content, 00:53:21.260 --> 00:53:22.121 and the strengths and how 00:53:22.161 --> 00:53:23.222 you might be able to execute it. 00:53:24.326 --> 00:53:25.367 How about micro content? 00:53:25.806 --> 00:53:26.666 Quotes and graphics. 00:53:27.387 --> 00:53:28.608 Use some poignant words. 00:53:29.608 --> 00:53:30.369 Quick clips. 00:53:30.690 --> 00:53:31.610 A highlight of the Yankee 00:53:31.630 --> 00:53:33.530 game can get people to say, oh, yeah, 00:53:33.570 --> 00:53:34.411 I guess I missed out on that. 00:53:34.431 --> 00:53:35.331 I should watch the next one. 00:53:35.873 --> 00:53:36.612 How about memes? 00:53:37.313 --> 00:53:38.353 I started this presentation 00:53:38.414 --> 00:53:39.195 off with the cat meme. 00:53:39.215 --> 00:53:40.375 Can I has your slides? 00:53:41.356 --> 00:53:43.217 People interact with familiar and funny. 00:53:43.677 --> 00:53:44.018 Remember, 00:53:44.458 --> 00:53:45.898 only two things you can do with content. 00:53:46.458 --> 00:53:48.079 Educate me and entertain me 00:53:48.340 --> 00:53:49.300 or both at the same time. 00:53:50.054 --> 00:53:51.193 How about infographics or 00:53:51.233 --> 00:53:52.315 data visualizations? 00:53:52.655 --> 00:53:54.034 Tell a complicated story 00:53:54.456 --> 00:53:55.356 simply with a picture. 00:53:56.416 --> 00:53:59.217 That was the first mass, sorry, not mass, 00:53:59.237 --> 00:54:00.518 the first communication form, right? 00:54:00.538 --> 00:54:01.597 Hieroglyphics, wall, 00:54:02.257 --> 00:54:04.539 paint on a cave wall to 00:54:04.679 --> 00:54:05.880 signify something else. 00:54:05.960 --> 00:54:08.621 Our brain loves to compute that. 00:54:08.981 --> 00:54:10.621 Statistics, process flows, 00:54:11.101 --> 00:54:12.481 quick facts in an infographic. 00:54:13.918 --> 00:54:16.579 How about slides and Instagram carousel? 00:54:16.940 --> 00:54:18.280 It's the same as this presentation. 00:54:18.420 --> 00:54:19.202 Again, very meta. 00:54:19.422 --> 00:54:21.702 Using slides to educate about slides. 00:54:23.523 --> 00:54:24.784 And then a Twitter thread. 00:54:24.985 --> 00:54:27.045 Byte-sized learning in a 00:54:27.085 --> 00:54:28.586 bunch of micro blog posts 00:54:28.827 --> 00:54:29.686 on an app like Twitter. 00:54:29.987 --> 00:54:31.327 I'm not going to call it X. I can't. 00:54:31.768 --> 00:54:32.489 There's nothing in me that 00:54:32.509 --> 00:54:34.068 can help me call it X. And 00:54:34.090 --> 00:54:35.570 then where can you share these things? 00:54:36.110 --> 00:54:36.331 Listen. 00:54:37.161 --> 00:54:38.302 You understand the platforms. 00:54:38.862 --> 00:54:39.742 Where should you start? 00:54:39.802 --> 00:54:40.943 I tell people start where 00:54:40.963 --> 00:54:42.463 you're comfortable consuming information. 00:54:42.923 --> 00:54:45.543 Facebook, LinkedIn, Instagram, YouTube, 00:54:45.583 --> 00:54:46.605 Twitter are just a few. 00:54:46.985 --> 00:54:47.704 Your website, 00:54:47.824 --> 00:54:49.065 starting a podcast or a 00:54:49.085 --> 00:54:50.445 YouTube channel or a blog 00:54:50.806 --> 00:54:52.126 are other places as well. 00:54:54.106 --> 00:54:55.367 Then how do you do that? 00:54:55.507 --> 00:54:57.086 I've mentioned Peso before, 00:54:57.126 --> 00:54:58.327 but how can you actually do that? 00:54:59.088 --> 00:55:00.288 I did it and I explain it 00:55:00.307 --> 00:55:03.469 with what's called the wheels of SciComm. 00:55:06.204 --> 00:55:08.766 Three different wheels, the what, how, 00:55:08.925 --> 00:55:09.586 and where. 00:55:10.447 --> 00:55:13.429 So watch this replay and just look. 00:55:13.510 --> 00:55:15.570 Hey, pick one thing from the what, 00:55:16.172 --> 00:55:17.353 one thing from your research, 00:55:17.652 --> 00:55:21.255 a personal story, methodology, a result, 00:55:21.715 --> 00:55:22.996 a headline from your paper. 00:55:23.518 --> 00:55:24.898 Everything in the what wheel 00:55:25.059 --> 00:55:26.340 is something tangible from 00:55:26.360 --> 00:55:27.181 your presentation. 00:55:27.561 --> 00:55:28.340 How about the how? 00:55:28.762 --> 00:55:28.902 Well, 00:55:28.922 --> 00:55:30.242 we just discussed different types of 00:55:30.322 --> 00:55:32.465 media, pictures, video, sounds, 00:55:33.144 --> 00:55:33.646 a webinar. 00:55:34.570 --> 00:55:36.952 And then where will you put it afterwards? 00:55:37.231 --> 00:55:37.873 Spin that wheel. 00:55:37.893 --> 00:55:38.773 There's lots of places. 00:55:39.172 --> 00:55:39.793 Now, here's the thing. 00:55:39.994 --> 00:55:40.833 If you spin all three of 00:55:40.853 --> 00:55:41.894 these wheels and it doesn't 00:55:41.934 --> 00:55:42.755 sound like it makes sense, 00:55:43.456 --> 00:55:44.175 don't create it. 00:55:45.255 --> 00:55:47.317 It has to make sense for the 00:55:47.376 --> 00:55:50.219 who to solve the what to 00:55:50.259 --> 00:55:50.818 make sure we have a 00:55:50.858 --> 00:55:52.800 cohesive why and make sure 00:55:52.820 --> 00:55:54.501 that media makes sense how, where, 00:55:54.541 --> 00:55:54.900 and when. 00:55:55.422 --> 00:55:56.621 So spin these wheels as 00:55:56.702 --> 00:55:58.322 often as you want to put 00:55:58.422 --> 00:56:02.244 together communication around your paper. 00:56:03.025 --> 00:56:03.746 And remember this. 00:56:05.153 --> 00:56:06.735 Communicating or actually 00:56:06.835 --> 00:56:07.715 marketing your paper. 00:56:08.815 --> 00:56:09.695 I like the definition of 00:56:09.775 --> 00:56:10.556 marketing like this. 00:56:11.597 --> 00:56:12.797 Marketing is saying the same 00:56:12.858 --> 00:56:15.539 thing a thousand different ways. 00:56:16.719 --> 00:56:19.041 You tell your kids to clean their room. 00:56:19.101 --> 00:56:19.541 They heard that. 00:56:19.581 --> 00:56:20.101 That's one way. 00:56:21.302 --> 00:56:23.123 And then you might incentivize them. 00:56:23.742 --> 00:56:24.983 Clean your room, I'll give you five bucks. 00:56:25.623 --> 00:56:27.085 That's the same thing in a different way. 00:56:28.166 --> 00:56:29.306 Clean your room or I will 00:56:29.346 --> 00:56:30.347 take your entire allowance 00:56:30.387 --> 00:56:31.507 next week away from you. 00:56:31.586 --> 00:56:33.168 That is the same thing in a different way. 00:56:33.827 --> 00:56:34.748 So I am telling you, 00:56:35.407 --> 00:56:36.728 We are all big, 00:56:36.748 --> 00:56:37.708 dumb animals that need to 00:56:37.768 --> 00:56:40.248 hear many things to make us act. 00:56:41.489 --> 00:56:43.851 These wheels, spin them. 00:56:44.411 --> 00:56:45.572 There are thousands of 00:56:45.632 --> 00:56:48.152 combinations of what, how, 00:56:48.413 --> 00:56:49.713 and where that you can use 00:56:50.054 --> 00:56:51.653 to communicate your science. 00:56:57.297 --> 00:56:58.677 I'm going to give you some specific ones. 00:56:58.717 --> 00:56:59.518 These are tactics. 00:57:00.818 --> 00:57:02.119 So this is actually called a 00:57:03.460 --> 00:57:04.159 Twitter poster. 00:57:05.423 --> 00:57:07.244 with a nod to my friend Mike Morrison. 00:57:09.947 --> 00:57:12.809 Mike combined a poster presentation, 00:57:12.889 --> 00:57:14.690 which is static in nature, 00:57:15.230 --> 00:57:16.931 that you stand next to in a 00:57:16.990 --> 00:57:18.371 professional conference, and he said, 00:57:19.072 --> 00:57:20.032 what if I could make it 00:57:20.092 --> 00:57:21.653 move and explain more 00:57:21.713 --> 00:57:23.755 things with just one poster? 00:57:24.155 --> 00:57:25.936 So he turned a poster into a 00:57:26.016 --> 00:57:28.619 multi-slide gif, or jif, 00:57:30.159 --> 00:57:31.880 a moving image that moves on its own. 00:57:32.847 --> 00:57:34.266 Mike gives away the formula 00:57:34.306 --> 00:57:35.347 for how to create a Twitter 00:57:35.387 --> 00:57:38.068 poster on his website with 00:57:38.088 --> 00:57:38.909 that link right there. 00:57:39.188 --> 00:57:40.849 You can get it if you 00:57:40.869 --> 00:57:42.230 download my slides from the 00:57:42.269 --> 00:57:43.230 beginning of the presentation. 00:57:44.731 --> 00:57:46.331 Another nod to Mike Morrison 00:57:47.692 --> 00:57:48.652 is what is known as the 00:57:48.711 --> 00:57:49.831 better poster design. 00:57:50.652 --> 00:57:51.213 You've all seen a 00:57:51.253 --> 00:57:52.293 professional poster that's 00:57:52.512 --> 00:57:53.333 designed poorly. 00:57:53.773 --> 00:57:54.574 We've all seen them. 00:57:55.414 --> 00:57:56.313 Maybe you don't know how to 00:57:56.393 --> 00:57:57.675 actually describe why it's 00:57:57.914 --> 00:57:59.315 or how it's designed so poorly, 00:57:59.875 --> 00:58:01.135 but we've seen it's a wall of text. 00:58:02.115 --> 00:58:03.097 Maybe it's just inundated 00:58:03.117 --> 00:58:03.938 with a bunch of graphs that 00:58:04.398 --> 00:58:05.559 you have to have a slide 00:58:05.579 --> 00:58:06.519 rule and spend 20 minutes 00:58:06.539 --> 00:58:07.581 trying to figure out how they make sense. 00:58:08.242 --> 00:58:09.483 Mike has a background in 00:58:09.523 --> 00:58:10.784 psychology and user 00:58:10.844 --> 00:58:12.164 experience in website design. 00:58:12.184 --> 00:58:13.326 He put those together and he said, 00:58:13.465 --> 00:58:15.148 this is a better poster design, 00:58:15.268 --> 00:58:16.028 which is why it's called 00:58:16.048 --> 00:58:17.389 the better poster design. 00:58:18.070 --> 00:58:19.172 If it looks like a billboard 00:58:19.192 --> 00:58:20.152 in the middle that 00:58:20.213 --> 00:58:23.054 transmits one key piece of information, 00:58:23.775 --> 00:58:24.876 it's because it was 00:58:24.916 --> 00:58:25.978 designed as a billboard to 00:58:26.018 --> 00:58:28.019 transmit one key piece of information. 00:58:28.811 --> 00:58:30.934 He goes into detail in his YouTube video, 00:58:31.074 --> 00:58:32.235 which you can watch on 00:58:32.255 --> 00:58:33.755 YouTube if you type in better poster, 00:58:34.536 --> 00:58:35.456 that has garnered more than 00:58:35.476 --> 00:58:36.338 a million views. 00:58:36.677 --> 00:58:38.559 A million views for a 00:58:38.579 --> 00:58:42.021 19-minute video about how 00:58:42.121 --> 00:58:43.864 and why you need to use a 00:58:43.923 --> 00:58:45.023 better poster design. 00:58:46.105 --> 00:58:46.344 Yes, 00:58:47.045 --> 00:58:48.987 because his video is also a piece of 00:58:49.047 --> 00:58:50.628 science communication and 00:58:50.648 --> 00:58:51.849 it is done well. 00:58:52.030 --> 00:58:53.851 So I implore you to take a 00:58:53.891 --> 00:58:55.411 look at Mike's work and 00:58:55.452 --> 00:58:57.333 what other people have done with it 00:58:58.722 --> 00:58:59.884 to communicate their science 00:59:00.364 --> 00:59:02.144 and to communicate it well. 00:59:03.686 --> 00:59:05.288 Here's my last example, 00:59:05.367 --> 00:59:06.588 the one I will leave you with, 00:59:07.268 --> 00:59:08.769 the one that angered people 00:59:09.230 --> 00:59:10.231 at the conference that this 00:59:10.311 --> 00:59:11.592 poster was actually shared at. 00:59:12.552 --> 00:59:13.072 And here it is. 00:59:13.833 --> 00:59:15.574 Ed Hawkins drove people up the wall. 00:59:15.715 --> 00:59:17.335 This was his poster. 00:59:18.356 --> 00:59:19.836 Ed, where are your graphs? 00:59:19.998 --> 00:59:20.898 Where's all the words? 00:59:21.679 --> 00:59:23.199 Ed decided that the message 00:59:23.920 --> 00:59:26.282 that clearly communicated one thing, 00:59:27.358 --> 00:59:29.840 one thing well was 00:59:30.000 --> 00:59:32.360 infinitely better than the 00:59:32.400 --> 00:59:33.760 poster that failed to 00:59:33.800 --> 00:59:35.240 communicate 15 things. 00:59:36.322 --> 00:59:38.583 So you walk away from this 00:59:38.663 --> 00:59:41.163 poster understanding that 00:59:41.182 --> 00:59:42.003 the average global 00:59:42.043 --> 00:59:43.324 temperature between 1850 00:59:43.324 --> 00:59:45.405 and 2018 is increasing. 00:59:46.344 --> 00:59:47.545 But what if you wanted to go further? 00:59:47.684 --> 00:59:48.865 Okay, Ed, you have my attention. 00:59:48.885 --> 00:59:49.666 What am I going to do with it? 00:59:49.686 --> 00:59:49.846 Well, 00:59:50.005 --> 00:59:52.246 Ed was smart enough to know that the 00:59:52.286 --> 00:59:55.047 goal of the first date is 00:59:55.088 --> 00:59:56.007 to get the second date 00:59:57.266 --> 00:59:58.168 The goal of the first date 00:59:58.208 --> 00:59:58.927 is not to get married. 00:59:58.947 --> 00:59:59.949 If you ask a girl to marry 00:59:59.969 --> 01:00:00.949 you after the first date, 01:00:01.329 --> 01:00:01.889 that's a bit much. 01:00:03.251 --> 01:00:04.010 The goal of the first date 01:00:04.050 --> 01:00:04.952 is to get the second date. 01:00:05.052 --> 01:00:05.751 Ed understood that. 01:00:06.793 --> 01:00:07.652 The first date was you 01:00:07.672 --> 01:00:08.753 walking by his poster and 01:00:08.793 --> 01:00:10.954 him earning your attention. 01:00:11.996 --> 01:00:13.036 And you understood something. 01:00:13.396 --> 01:00:14.637 But what if you wanted to know more? 01:00:14.797 --> 01:00:15.998 That's what Ed was banking on. 01:00:16.599 --> 01:00:18.639 That's why he included a QR 01:00:18.719 --> 01:00:20.681 code to go further. 01:00:20.940 --> 01:00:21.802 Because he understood that 01:00:21.822 --> 01:00:23.023 the message that clearly 01:00:23.083 --> 01:00:24.824 communicates one thing well 01:00:25.978 --> 01:00:27.940 is infinitely better than 01:00:27.960 --> 01:00:29.222 the message that fails to 01:00:29.262 --> 01:00:31.103 communicate two things. 01:00:33.125 --> 01:00:33.746 So to review, 01:00:34.226 --> 01:00:36.128 science communication is simple. 01:00:37.088 --> 01:00:39.610 It's just two cans and a string. 01:00:39.690 --> 01:00:43.594 It's very simple, but it's not easy. 01:00:44.974 --> 01:00:46.876 If you have questions about 01:00:46.896 --> 01:00:47.697 the presentation, 01:00:49.018 --> 01:00:51.000 drop a comment below and I will respond. 01:00:51.099 --> 01:00:51.780 My goal 01:00:52.579 --> 01:00:54.661 is that some of you will use 01:00:54.702 --> 01:00:55.922 the tactics I shared here 01:00:56.744 --> 01:00:58.144 to communicate your research. 01:00:58.686 --> 01:00:59.706 And that eventually, 01:01:00.126 --> 01:01:01.349 by the end of my career, 01:01:01.829 --> 01:01:03.210 that often cited statistic 01:01:03.230 --> 01:01:06.873 of 17 years from publish to 01:01:06.934 --> 01:01:09.556 practice is just a little bit lower. 01:01:09.936 --> 01:01:12.699 And the only way we get there is together. 01:01:12.719 --> 01:01:14.221 Thanks for watching.