Don't be Such a Scientist: Talking Substance in an Age of Style

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Author: Randy Olson
Publisher: Island Press
Description: In 1997, marine biologist Olson recognized that scientists needed better communications skills to address a growing backlash against "rational data-based science." Inspired by the "power of video," Olson gave up a tenured professorship and went to Hollywood to reach a broader audience through filmmaking. The crucial lesson he learned was how to tell a good story, a largely absent concern for scientists, who focus on accuracy rather than audience engagement. It was a lesson Olson learned the hard way, after his intelligent design documentary, Flock of Dodos, flopped for lack of a lively story line. By "starting with a quirky little tidbit" about his mother and the intelligent design lawyer she lives next to, Olson found the hook he was missing. Olson values motivation over education, looking to Al Gore's An Inconvenient Truth ("the most important and best-made piece of environmental media in history") for a hugely successful example of his principles in action. As if to prove all he's learned, Olson packs this highly entertaining book with more good stories than good advice, spurring readers to rethink their personal communication styles rather than ape Olson's example.
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