Ivan

“Last week I sat through a day of environmental talks. You know what I remember from that entire day? Only one thing-the story a guy told about how he was sitting on an airplane and the lady next to him asked for cream for her coffee, but when they brought her the small plastic containers of cream, she said, "No thanks; the plastic isn't biodegradable." And he thought to himself, "I can hardly hear her over the jet engines that are burning up fifty gazillion barrels of fuel a minute, and she's worried about a thimble-sized piece of plastic?"
That's all I remember from that day. Why is that? It's the power of a well-told story that is also very specific. Stories that are full of vague generalizations are weak. Specifics give them strength.”
― Randy Olson, Don't Be Such a Scientist: Talking Substance in an Age of Style

“One guiding post to determine where the distressing issues, needs and aspirations is Maslow‘s Needs Hierarchy. If you can identify their fears and concerns, you can choose a story that provides hope.”
― Gideon For-mukwai, The Science of Story Selling: How Win the Hearts & Minds of Your Prospects for Profit and Purpose

“Though Americans have tremendous respect for the ability of engineers and scientists to solve important problems and answer important questions, polls indicate many of us worry that technology moves too fast, and that its benefits blind us to important spiritual concerns.”
― Cornelia Dean, Am I Making Myself Clear?: A Scientist's Guide to Talking to the Public

“Stepping outside your comfort zone to reach out can have tremendous payoffs. Whether you are building your network of media contacts, writing an opinion piece for a newspaper or blog, arranging a meeting with your local Congressman, or engaged in a media blitz around your latest paper, you'll generate ripples that can lead to surprising and gratifying results.”
― Nancy Baron, Escape from the Ivory Tower: A Guide to Making Your Science Matter