I gave a talk today on the results of some impressive clinical studies showing the powerful effects of the placebo effect. My goal was to reduce highly technical information into something that could be digested and interesting to a nontechnical audience. After the talk I began to re-analyze my speech and do critical evaluation of its success.
I realized that I had committed the most egregious error in presenting science to the public. That is, I forgot to explain why the science was important to THEM! Continue reading