Don't Be Such a Scientist: Talking Substance in an Age of Style by Randy Olson

Apr 16, 2013 Alan rated it 5 of 5 stars

OK, here's the deal, while reading this book I realized that all too often I am SUCH a scientist!

This hit me like a ton of bricks the other night when my 13-year old daughter came in with a piece of cinnamon-roll cake that she'd made (she's actually quite the little cook). My wife was also in the room and said (strongly hinting to me) "Isn't this FANTASTIC!" A good dad, a good communicator, wouldn't have had to think things over and chimed right in, but I took a bite and my dumb old scientific b...more OK, here's the deal, while reading this book I realized that all too often I am SUCH a scientist!

This hit me like a ton of bricks the other night when my 13-year old daughter came in with a piece of cinnamon-roll cake that she'd made (she's actually quite the little cook). My wife was also in the room and said (strongly hinting to me) "Isn't this FANTASTIC!" A good dad, a good communicator, wouldn't have had to think things over and chimed right in, but I took a bite and my dumb old scientific brain mulled things over, weighed the evidence and spat out the words, "It's good" then after receiving a nonplussed response from my wife and daughter I added, "It's really good." Not, "It's fantastic" or "This is amazing" or "You are a great chef!"...just "It's really good." Doh! Idiot!

My objective, analyitcal, scientific brain was so conditioned to be that way after after nearly a decade of graduate school and two more decades of teaching science at the college level that it couldn't come up with anything more supporting and encouraging than this "objective" response. Yikes! When this happened I scared myself a little.

Luckily...Randy Olson's book was written just for me, and I had just started to read it shortly before the cake incident happened. I realized that I had become so entrenched in my profession and scientific thinking that I was failing to communicate. Was my response reasonable? Clinically, yes. Was my response objective? Yes. Was the message I sent and the message that was received the one I wanted to send and the one I hoped would be received? Doubtful. Luckily my daughter was not offended, but why couldn't I just be a regular dad? I was busy being SUCH a scientist!

Randy Olson is IMO a fantastic spokesman for challenges scientists face when trying to communicate with non-scientists (i.e., normal people). Randy Olson does a good job explaining how scientists get to be the way they are - it's a product of their graduate school experience...how it changes your brain. He's been there and done that, and now as a film-maker he has also become a specialist at communicating.

The main messages of this book have given me perspective and drive to work deliberately to do more than convey information (a talking head...lecture...lecture...discussion...discussion...bore, bore, bore) when I teach - often to non-science majors.

Olson shares lessons learned in how to be a scientist without being SUCH as scientist, and this is what I needed. Though this book reads like it's about principles of communicating during film-making, it's actually a book about thinking, learning, and most importantly - teaching. It's a book about communicating with people by using a complete set of tools, and at a range of levels: head, heart, gut, and sex appeal.

I plan to recommend this book to all of my colleagues.

Maybe the reason this book has such personal appeal to me is that my background is very similar to Randy's (except for the second career in film-making). I also earned a PhD in biology, and my field is marine invertebrate zoology. Also. I'm all too often "The Randy" of the group (again, read the book and you'll "get" the reference.)

The message and impact of this book on me so far is a clear 5 stars (that's my scientific brain talking). As for heart and gut, etc., it's still 5 stars!

And, lastly, I just have to say that I hope that every college professor in the world would read this book, especially all of the scientists out there. Thanks for the book, Randy!(less)

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Jan 31, 2012 Leslie rated it 4 of 5 stars

Sigh.

This book is annoyingly correct. Unfortunately there are many among us who enjoy being so cerebral, so literal minded, have resigned ourselves to being poor storytellers, and are not bothered by being classified as "unlikeable" by non-scientists. (Yes, I am talking about myself.) Why can't everyone just BE LOGICAL?

Since the general public has a problem being logical (there I go with the typical condescending tone of the scientist), the author offers some good tips on how to generalize a m...more

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Jan 20, 2011 Lis Carey rated it 4 of 5 stars

Shelves: popular-science

Randy Olson is a marine biologist who did his research, did his publishing, and became a tenured professor at the University of New Hampshire.

And then he resigned to become a filmmaker.

In Don't Be Such a Scientist, Olson talks about his own journey from scientist to science filmmaker, and explores the problems of communicating science to a broad audience. He finds the problems to lie mainly in a disconnect between how scientists learn to communicate with each other and the kinds of communication...more Randy Olson is a marine biologist who did his research, did his publishing, and became a tenured professor at the University of New Hampshire.

And then he resigned to become a filmmaker.

In Don't Be Such a Scientist, Olson talks about his own journey from scientist to science filmmaker, and explores the problems of communicating science to a broad audience. He finds the problems to lie mainly in a disconnect between how scientists learn to communicate with each other and the kinds of communication that work with the general, non-scientist public, and especially what does and does not work in the mass media.

Scientists place the highest value on accuracy; they correct inaccuracies, they question assumptions, they demand evidence. This is all vital to what scientists do; without these behaviors, real advances in knowledge can't happen. But when scientists use those same behaviors when talking to the general public, and especially when speaking on tv or making films and videos intended to reach the general public, these same behaviors come across as negative, argumentative, and unlikeable. Scientists, Olson says, work almost entirely in their heads, while reaching a broad audience--even getting the attention of a broad audience, due to how inundated we are with information--requires reaching the heart, the gut, and even, as he delicately phrases it, "the lower organs."

To illustrate the impact of an over-emphasis on being serious and relentlessly accurate, vs. presenting the information with style, heart, and even humor, he compares the reception given to two 2006 movies about global warming--HBO's April 2006 Too Hot Not Too Handle, and Al Gore's May 2006 An Inconvenient Truth. The first, he says, was "solid, relatively impersonal, objective effort featuring interviews with many top scientists." The second is a personal narrative by Al Gore, featuring his stories of long-term involvement with the issue, the tragedies involving his sister and his son, some humor, along with lots of substance. With all the emphasis on style, Gore nevertheless used PowerPoint graphs in abundance to communicate facts and data.

The HBO movie was completely accurate--but also boring and depressing. It sunk without a trace. Gore's was filled with important information, but had some inaccuracies that would never have survived in the HBO effort. But none of those errors were important enough to undermine the central point--and An Inconvenient Truth was a huge hit, and won both an Oscar and a Nobel Prize. Which was more effective in getting real knowledge of global warming to the general public?

Some of the entertaining stories Olson has to tell include his own collision with acting class (news flash: scientists are not naturals at just going with their feelings), the struggles to make his own 2006 film on evolution vs. "intelligent design," Flock of Dodos, watchable--and then the reaction of science bloggers to a movie that still wasn't accessible enough for distributors to want it for general audiences.

I'm not doing justice to the book, but it's short, pithy, and completely readable, along with providing ample food for thought on how to communicate science to the general public.

Important note: I received a free electronic galley of this book from the publisher, Island Press.(less)

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Nov 09, 2010 Andy rated it 1 of 5 stars

I was extremely disappointed by this book. The author mentions people like Carl Sagan, but does not get into how they managed to combine scientific substance and style. From the subtitle and the cover blurbs, it seemed to me that that is exactly what this book was promising. Maybe it was my mistake to expect that but I would imagine many other potential readers would be thinking that too. The reviewers below agree that this book doesn't do that but they liked it anyway.

It does have a bunch of s...more I was extremely disappointed by this book. The author mentions people like Carl Sagan, but does not get into how they managed to combine scientific substance and style. From the subtitle and the cover blurbs, it seemed to me that that is exactly what this book was promising. Maybe it was my mistake to expect that but I would imagine many other potential readers would be thinking that too. The reviewers below agree that this book doesn't do that but they liked it anyway.

It does have a bunch of somewhat entertaining personal anecdotes about a guy who quit teaching biology to go to film school. It does have some good info about how Hollywood people tell stories. Substance with no style is bad and I agree with the author on that. I agree with the premise that scientific jargon does not make for good communication. As a scientist who talks to non-scientists, I would like to learn how to do a better job conveying substance with style. Unfortunately the author sets up an either/or choice of substance vs. style, and then on top of that he votes for style. This is veering away from science and very close to what satirist Stephen Colbert calls truthiness. The author may just be exaggerating the importance of style to make a point about zero-style substance-only people, but he never gets to an illustration of the scientist-storyteller in action making accurate info interesting to the public.

The main example the author uses as a "case study" is Al Gore's movie "An Inconvenient Truth." To him this was a good example because the producer kicked the scientists out of the room and let a non-scientist talk and did not worry about factual inaccuracies. This is a suboptimal example on multiple levels. First of all, it's a celebrity talking--not a scientist--so it's not an example of how scientists can communicate better. Kicking yourself out of the room is not a helpful tip. Second, science is about truth: inaccuracies are not OK. There's no point to science communication if it's knowingly based on lies that are used to make the story better. Third, some huge portion of the population still denies global warming, and a major store of ammunition for the deniers' side is the list of real (albeit minor) inaccuracies in Gore's movie. Again, I am not disagreeing with the importance of style or critiquing "An Inconvenient Truth" but I am pointing out that this is not an example of good science communication by scientists.

Scientists are in classrooms and in the paper and on TV everyday. Are there no good living examples of science speakers? I'm not asking for a public speaking manual; I already have those. But I do think a book like this really needed to include more stories about good scientist-communicators and how they do what they do. Anyway, if that is what you are looking for, this isn't it.

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Aug 01, 2010 T. Edmund rated it 5 of 5 stars

Taking a title from his ex wife’s admonishment Randy Olsen produces a book that is a must read (but likely to miss 1/3) by all scientists.

This book is a must read as it addresses a serious concern: that the general public is getting further and further away from accepting the information presented to them from scientists and academics, and as a result the political powers that be are responding less and less to science and more to populist input.

Certainly scientists are always going to be the ne...more

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Sep 07, 2009 D. Paul rated it 5 of 5 stars

Although ostensibly aimed at scientists, “Don’t Be Such A Scientist” offers specific advice to anyone on communicating a message, particularly a complicated rational one, while at the same time chronicling Randy Olson’s transformation from tenured professor of Oceanography at the University of New Hampshire to struggling filmmaker on the mean and venal streets of Hollywood. High-minded and serious at times, hilarious and filled with pathos at others, Olson’s book is an inspiring, entertaining, a...more Although ostensibly aimed at scientists, “Don’t Be Such A Scientist” offers specific advice to anyone on communicating a message, particularly a complicated rational one, while at the same time chronicling Randy Olson’s transformation from tenured professor of Oceanography at the University of New Hampshire to struggling filmmaker on the mean and venal streets of Hollywood. High-minded and serious at times, hilarious and filled with pathos at others, Olson’s book is an inspiring, entertaining, and edifying read for anyone… except maybe the acting teacher that told him to get the f**k out of her classroom.

Olson wrote this book in response to the rise of an “anti-science” movement “that truly does threaten our quality of life.” He sounds a call to arms for the rational world: “Large groups of people are fighting against hard, cold, rational data-based science and clinical medicine, simply saying they don’t care what the science says.” For Olson, the problem is not in the quality of the science itself but in the manner in which it is communicated. Too many scientists rely on the work to speak for itself, and, according to Olson, therein lies the problem.

In “Don’t Be Such A Scientist”, Olson lays out specific steps to make scientists better story-tellers, especially through the visual media. He starts with encouraging the reader to be less cerebral and “to move the process down out of your head, into your heart with sincerity, into your gut with humor, and, ideally… into your lower organs with sex appeal.” Classical story structure, character, humor, and, God forbid, likeability are topics Olson covers while drawing from his personal experience with icons of the science community like Stephen Jay Gould and Jeremy Jackson and Hollywood players like Spike Lee, Quentin Tarantino, and Jack Black. Olson’s wide-ranging experience and knowledge, his keen intelligence, irreverant wit, and rebellious spirit make “Don’t Be Such A Scientist” a provocative and compelling challenge to all of us to be better communicators.
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Jul 27, 2009 Mike rated it 5 of 5 stars

Over the course of the last half century, the teaching ability of professors at Universities has declined to a point that when a student actually gets a good teacher as a professor, it is an unexpected surprise. Those of us that have worked in the university research environment know the focus of most professors is their research, while the education of the student is an unfortunate but necessary requirement that allows one to continue his/her research. Scientists have forgotten that they actual...more Over the course of the last half century, the teaching ability of professors at Universities has declined to a point that when a student actually gets a good teacher as a professor, it is an unexpected surprise. Those of us that have worked in the university research environment know the focus of most professors is their research, while the education of the student is an unfortunate but necessary requirement that allows one to continue his/her research. Scientists have forgotten that they actually are at universities for two reasons: 1. Teach students (and public), 2. Perform research. It is sad reality of the current university system that the first reason is often forgotten.

This book is a long overdue shock to the complacent college educational environment, and a must read for young scientists studying any curriculum. Randy Olson has combined his experience as a PhD professor of biology, training from USC Film School, and experience as a movie/mockumentary director to write a book that outlines a list of guidelines (not steps or rules) for scientists to use in order to make their work better understood to the masses. As Mr. Olson intimates and this reviewer would agree, what is the purpose of studying science to further the knowledge of man, if the scientist is the only one that understands the usefulness of their work?

It is the opinion of this reviewer that scientists have a moral obligation to become good communicators. Randy does a great job of outlining guidelines to better ones self as a communicator. These guidelines (chapters) include: Don’t be so cerebral, Don’t be so literal minded, Don’t be such a poor story teller, Don’t be so unlikeable, Be the voice of science. I would also add “Don’t be afraid”. Though not a chapter, Randy addresses this idea throughout. After all, how does one gain wisdom? Through experience and failure. I believe it was Homer Simpson that suggested “You will never fail if you never try, so don’t try!”

This is not a step by step manual on how to do this, then do this, then do this, and you will be a great orator of science. As Randy states, if this type of list is what you are looking for, look elsewhere. It is a guide on what to consider when communicating science to the masses, with suggestions on training to become a better communicator. His suggestions range from something as simple as always practice and prepare your talks (which so many scientists forget to do), to take a course in improve theater! The book encourages each person to reflect on their own strengths, embrace them, and become a good communicator in their own way, not to copy others and try to fake it. Not everyone can be a great teacher, but we can all be better.

When first reading this book I was interested, and as I moved forward, I became enthralled about the contents, lecturing my wife on a daily basis about the contents within. I began using a highlighter and taking notes, many, many pages worth of notes that I can use to improve my skills as a teacher/communicator (and for what it’s worth, I believe I am already a very good communicator of science to the public). Randy’s use of personal experience to get points across will make you think about experiences in education in your own life, from great, to good, to bad and to horrible. It will help you to use your experiences to become a better communicator. In writing a book about his experiences, he pushes you to learn about you. The book is about your betterment after all.

I would suggest the reader not gorge themselves, but read the book slowly over the course of a few weeks. There is a lot of meat in the text that needs some time to digest, and sometimes, requires a reread. In a dream scenario, a weekly study group would be a fantastic way to discuss many of the books critical ideas. If young scientists in all disciplines could all read this book in their undergraduate or graduate work, I have no doubt it would make each one reflect on themselves, their abilities and become a better teacher. It also might not be a bad idea for some of the young scientists to give this book as a gift to some of the older ones. It’s never too late to learn!
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Jul 27, 2009 Ty Carlisle rated it 5 of 5 stars

This book should be a paradigm shift for anyone who's interested in the fate of our little blue planet. Funnily written, with cute little anecdotal stories about the author's life dealing with scientists (including himself, the author points fun at his own mistakes as "such a scientist" including an hilarious story about making a fool of himself in front of Spike Lee). Yet the book doesn't simply poke fun, it also hammers home on some very interesting and timely messages about what everyone can...more

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Apr 20, 2010 Steev Hise rated it 4 of 5 stars

Shelves: politics, filmmaking

The author is out to instruct scientists and science communicators on how to communicate more effectively with a mass audience. he uses his own experiences as tenured marine biology professor who became a filmmaker.

I saw Olson's film about climate change, "Sizzle" and was intrigued enough to buy the book in the lobby afterward. Basically his whole thesis is that you can't just dump a bunch of truth on people and expect them to be convinced of your position. You have to entertain them and appeal...more

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Feb 14, 2010 Jim rated it 4 of 5 stars

I'm not ready to start taking acting lessons, but I appreciate this book's point that scientists are mostly terrible advocates. Admittedly, I take for granted that my students are required to take my courses. This book, like the Union of Concerned Scientists' "A Scientist's Guide to Talking with the Media," tries to address the inability of scientists to reach the general public on issues like climate change, ocean degradation, and intelligent design. The difference is that UCS asks scientists t...more

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Jan 06, 2011 Kevin rated it 5 of 5 stars

Shelves: 2009-reading, favorites

Alright I've a few days to better digest this one.

I agree with the core tenant that Scientist are not communicating with the public effectively, and that this needs to change. To be totally honest most practicing scientist I know are horrible communicators. I'm just not totally sold on his methodology. Olson is both passionate about this subject matter and faithfully practices what he preaches. I even think most of his ideas and theories about communication are spot on (this is coming from someo...more

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Apr 09, 2012 Linda Lombardi rated it 5 of 5 stars

The author was a tenured marine biology professor and quit to become a filmmaker who makes funny films about serious conservation issues. A man after my own heart obviously. It is full of brilliant observations about why everyone else on earth seems insane to me - because I think like a scientist and they don't. It's actually rather depressing since the book's main point is that most people cannot be reached by logic and you have to use other methods to convince them. But on the other hand, you...more

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Mar 05, 2010 Linda rated it 4 of 5 stars

One of my pet peeves is that effective science communication (written, oral or othwerwise) is never taught in graduate school. Perhaps that would have saved me, and many other scientists, hours of mind-numbing boredom while listening to poorly stuctured, dry, and conclusionless powerpoint presentations. Although the book is aimed at scientists who are making video presentations, the author's suggestions apply to anyone who has to give a talk or write a paper. The style is pure fun, but the messa...more

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Jul 13, 2010 Camille rated it 5 of 5 stars

Randy Olsen caught my interest immediately with his story of leaving a position as science professor to enter the world of Hollywood where he fails miserably and then rethinks how to get scientific ideas out to the world. Directed at scientists, the book centers on the need to communicate scientific research in compelling ways (using video) for the rest of us. Though I'm not a scientist, it's important to me to communicate my ideas so that people are engaged and thinking with me. I also began to...more

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Jul 06, 2012 Marianne D. Wallace rated it 5 of 5 stars

Shelves: adult, non-fiction, self-help

As a biologist, educator, naturalist, children's book writer & illustrator - this book was just what I needed. Too many times, it's easy to get caught up so much in the facts that the message doesn't get through. Randy Olson reminds us that when people get excited about something, they get interested. And when they become interested, they listen and the message gets through.

Highly recommended to anyone, scientist or not, who's ever made a presentation or written an article or a book. Want pe...more

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Jul 19, 2012 Alexis rated it 4 of 5 stars

This book started out slow. Lots of biographical stories and info on the huge gulf in communication style and expectations that exists between the academic science world and everyone else. I think he used too much stuff abut his own movies (i haven't seen any) I had a hard time wading through all the info at first, but chapters 3 and 4 particularly struck me. Chapter 3 is about telling your work as a story, and I really got some good ideas on how to do that, and why the nature of science can mak...more

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May 21, 2011 Charlotte rated it 2 of 5 stars

Shelves: non-fiction

I have mixed feelings about this book. I am very glad exists. I believe it is enormously important for scientists to be able to communicate their ideas to the general public. However, within the scientific community there is little concern about science communication or knowledge about how to do it well. This book definitely fills a void and I respect it for that. I'm not convinced it does it well, though.

Olson give a series of suggestions along the lines of "tell a story" and "be likable" and a...more I have mixed feelings about this book. I am very glad exists. I believe it is enormously important for scientists to be able to communicate their ideas to the general public. However, within the scientific community there is little concern about science communication or knowledge about how to do it well. This book definitely fills a void and I respect it for that. I'm not convinced it does it well, though.

Olson give a series of suggestions along the lines of "tell a story" and "be likable" and advocates for their importance. In general, I agree with each of his suggestions. He highlighted a number of problems that scientists have when talking with the public are argued convincingly against them. I really wish he had given more advise on how to implement his suggestions, though. As a person who knows a bit about science communication, believes in its importance, and is working hard to be better at it, I found it frustrating to read a book telling me what to do but not how to do it. For instance, I agree that turning a scientific idea into a story is a compelling technique. However, it is undeniably hard and he could have given more advise on how to structure a story and examples of ways people had done it well.

My second problem with this book is that even though Olson tells us to "Be likable" he doesn't do a very good job of it himself. Don't get me wrong; it is an easy and entertaining book to read but also frequently annoying. For all the embarrassing stories he tells of his past, he comes across as somebody who has Figured It Out and ends up talking down to the reader and dropping a fair number of names in the process. Perhaps worse, he divides people into scientists (negative, precise, boring, arrogant, concerned with Truth) and non-scientists (gullible and easily distracted by shinny things). I wish that he had talked instead about experts (who are concerned with detail and accuracy) and non-experts (who would like an exciting and broad introduction to an idea). His division does a disservice to the many enthusiastic and passionate scientists and the curious public that probably includes wonks in other fields. Or perhaps I am just being too much of a scientist in hoping for nuance rather than stereotypes.(less)

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Nov 10, 2009 Linette rated it 5 of 5 stars Recommends it for: anyone in the science field or who will be working with scientists

Recommended to Linette by: Rancho

"Don't Be SUCH a Scientist" had me chuckling in the first three pages! Olson uses countless real-life anecdotes to portray his points. His vignettes are both serious and humorous, which make for an overall easy read. Olson goes so far as to call academics "eggheads," leaving the reader unsure what to expect next!

ex:)
"By now you may be thinking, 'What's this guy got against intellectuals? He's calling them brainiacs and eggheads.' Well, I spent six wonderful years at Harvard University completing...more

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Sep 27, 2010 Caleb rated it 2 of 5 stars

An enjoyable, quick read with some unique insight to offer. Olson seems to have a pretty good handle on what scientists are like. I'm not entirely sure that his personal journey from academia to Hollywood is the absolutely best vehicle for making the point he wants to make, but it works okay. Among the 170 pages, there are about 5 that are really valuable. Maybe it's worth reading the whole thing to get them, but I kind of wonder if it couldn't have been a shorter essay. I would have rated the b...more

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Mar 05, 2012 Anna rated it 5 of 5 stars

Shelves: science-edu-work

Great book for the established scientist looking to break out of the standard rigorous writing and communications mode. There are several warnings through out that a graduate student, post doc or even an untentured professor may have issues applying the recommendations without the full support of their institution and adviser.

The book itself reads easily and keeps you interested.

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Apr 30, 2010 Smellsofbikes rated it 4 of 5 stars

Reasonably good book about the fundamental differences between science communication and popular communication, why it's so difficult to bridge the gap, and some ideas on how to try bridging. The author has a PhD in marine biology, spent several years living in the likes of Antarctic islands and submarines, then became a filmmaker.

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Jan 05, 2012 Ania rated it 5 of 5 stars

This is an A+ book that all scientists should probably read at some point in time, preferably sooner rather than later.

I literally just finished it, so there is a lot swirling around, but I appreciate the straight-forward discussion of science communication, the emphasis on storytelling (seriously - scientists are just a bunch of storytellers), and the positivity versus negativity balance.

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Mar 16, 2011 Keith rated it 3 of 5 stars

Shelves: nonfiction

I would say it is a must read (or at least browse) for teachers. Even though the author is science professor turned movie maker he has some fantastic points about getting "a message to people". It is also a great tool for reasons why "writing across the curriculum" makes so much sense.

Interesting point to be made though... If he is so good and he follows his own examples... why have we not seen or heard of any of his movies? ...Hmm

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Jan 15, 2011 Clay rated it 4 of 5 stars

Shelves: non-fiction

This is an incredibly important book, even if it is uncomfortable to read at times.
Olson, a former professor of marine biology, delivers the message that scientists have failed at communication to the public and outlines how we can do better.

I ultimately agree with Olson's thesis, and I fully recognize that the science community needs to communicate better; however, I am still a bit depressed by the "if you can't beat them, join them" reality. Yes scientists need to communicate better, but the p...more

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Dec 31, 2009 Bob rated it 4 of 5 stars

Likes: A quick, straightforward, and entertaining read. Good analysis of science communication styles from a unique perspective.

Dislikes: Examples given sometimes don't clearly relate to the points. Probably underestimates the ability and desire of the public to be interested in science.

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Dec 09, 2012 Marc rated it 3 of 5 stars

Interesting book about the communication of science, somewhat relevant to presentation skills when it comes to presenting data. Author is a bit annoying but makes good points. It made me watch his film Flock of Dodos about the evolution vs. intelligent design debate, which was pretty good.

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May 02, 2010 Jen Mendeck rated it 3 of 5 stars

At several times during this book, I thought to myself "I do that!" So, I'd have to say that it does contain some germain points. I will think about this book the next time I go out to talk space to the public.

Cons... It's a bit of an ego-fest. How many times can the author refer to his film works as examples during his book? It also doesn't really give you much in the way of solutions, it mainly preaches warnings.

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Jan 08, 2013 Jeff rated it 1 of 5 stars

I don't know why Goodreads doesn't let you give a zero star "hated it" option.

This could have been an interesting topic, but it was thoroughly and completely ruined by the author.

There's lot's more to say about it...but why bother.

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May 07, 2010 Stan rated it 4 of 5 stars

Very readable. Insights into how scientists emphasize fact oriented style appealing to the cerebral whereas the general public is receptive to content appealing to the heart, gut or sexual interests.
Arouse and fulfill is a good take away.

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Sep 18, 2011 smokeandsong added it

Aimed at scientists who want to communicate with the general public about controversial issues. It's written as an argument in favor of communication rather than a specific guide to communicating effectively.

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