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This is the dilemma of science-think and yet again a situation in which scientists simply shouldn't be such scientists. Bring in the professionals, and trust them when they tell you to invest in communication. It may be frustrating and seem like a frivolous waste of resources, but what's the alternative strategy—to assume that people are rational, thinking beings? There's a famous quote by Democratic presidential candidate Adlai Stevenson, who heard a woman shout to him that all the thinking people of America were with him. He replied, “That's not going to be enough, Madam; I need a majority of the public.
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