{
  "id": 15590663,
  "title": "Industry should invest in developing and practising storytelling",
  "url": "https://urgent.news/2026/10/19/industry-should-invest-in-developing-and-practising-storytelling",
  "topic": "science",
  "section": "Science",
  "published": "2026-10-19T10:00:07.000Z",
  "source": {
    "name": "Physics World",
    "slug": "physics-world",
    "url": "https://physicsworld.com/a/industry-should-invest-in-developing-and-practising-storytelling/"
  },
  "original_language": "en",
  "account": "In the rapidly evolving world of science and technology, the importance of effective communication cannot be overstated. As advancements in quantum computing, advanced materials, AI, and climate modelling proliferate, these breakthroughs are increasingly shaping national strategies, industrial capabilities, and global competitiveness. However, the complexity of these subjects often leaves most people disconnected from the conversation. Richard Feynman's famous quote, \"I think I can safely say that nobody understands quantum mechanics,\" encapsulates this challenge, as even foundational concepts in frontier science can defy intuitive understanding.\n\nThis lack of scientific literacy functions as a form of national competition. Nations, industries, and institutions that can cultivate skilled scientific storytellers stand to gain a significant advantage. Clear communication enables informed policy-making, accelerates innovation adoption, and strengthens public trust. Conversely, those who fail to bridge the complexity gap risk being left behind. As science's implications permeate various disciplines and sectors, communication becomes a systemic constraint on progress. Without accessible explanations, societies struggle to make informed decisions about technologies that increasingly influence their lives.\n\nTraditional communication methods, such as academic papers, seminars, and technical briefs, are not designed to foster widespread understanding. Popular science media, primarily written by journalists rather than researchers, also falls short, as their primary focus is on what is newsworthy, not what is decision-relevant. The \"scientific raconteur\" – individuals capable of illuminating complexity without compromising technical depth – is the solution. Examples include particle physicist Brian Cox, mathematician Hannah Fry, and astronomer Maggie Aderin, who excel at making complex ideas accessible through clarity, narrative, and enthusiasm.\n\nEffective communication doesn't mean simplifying; it means creating conditions for understanding. The use of metaphors, visuals, and structured explanations helps others grasp concepts without losing their nuance. Scientists must prioritize clarity to build shared mental models, accelerate decision-making, and reduce misinterpretation. Scientific work rarely occurs in isolation; every discovery is part of a broader web of societal, industrial, and technological relationships. By showcasing how knowledge connects to strategic objectives, policy considerations, and downstream applications, communicators demonstrate the relevance of research.\n\nIncentivizing clarity within organizations encourages scientists to develop and practice this crucial skill. Modern breakthroughs often occur at disciplinary boundaries, and skilled communicators help others see the broader relationships in which their science operates. They can also address the human stakes, as modern science moves too quickly and spans too many domains for any single discipline to keep pace alone. Effective communicators connect siloed groups, such as physicists with policymakers, engineers with designers, and data scientists with operations teams. By embedding narrative structure into scientific communication, complex ideas become easier to follow and remember. Embedding narrative and translation skills into scientific development ensures these competencies are treated as essential, not optional. Regular cross-team briefings, forums, and demo sessions facilitate complex ideas being shared across disciplines, enabling scientists to become more influential within organizations and contribute to better-informed strategic decisions.",
  "summary": "Scientists must be rewarded for clearly explaining difficult concepts, says Mark Procter The post Industry should invest in developing and practising storytelling appeared first on Physics World .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}