There’s only one, I think: Don’t talk to the general audience as you would to your scientific colleagues. There are terms that convey your meaning instantly and accurately to fellow experts. You may parse these phrases every day in your professional work. But they do no more than mystify an audience of nonspecialists. Use the simplest possible language. Above all, remember how it was before you yourself grasped whatever it is you’re explaining. Remember the misunderstandings that you almost fell into, and note them explicitly. Keep firmly in mind that there was a time when you didn’t
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