So What?: How to Communicate What Really Matters to Your Audience

CHAPTER 4YOUR WORLD VIEW—MAKING THE INVISIBLE VISIBLE

"WHAT WE THINK OF AS THE MOMENT OF DISCOVERY IS REALLY THE DISCOVERY OF THE RIGHT QUESTION."—JONAS SALK

Several years ago, I walked into a store looking to buy a pair of sunglasses.

The sales clerk asked me if I preferred polarized lenses.

I told him I didn’t know what the difference was. He pointed to a poster on the wall and asked me to look at it with my existing, non-polarized sunglasses and tell him what I saw.

I said it looked like a piece of coral against a gray background.

Next, he gave me the polarized sunglasses and asked me to look at the same poster. I could not believe my eyes! The poster had been transformed into a tropical coral reef with blue water and brightly colored fish. ...