Imagine that your audience is a group of scientists who have read everything and are only interested in something new. You need a new theory, method, study, or set of results to get their attention.
Let’s say that audience is a few hundred people, or half a dozen in each subfield. It would be nice to impress them, perhaps with some lovely jargon and in-jokes, but almost no-one else will know or care what you are talking about.
Imagine that your audience is a group of budding scientists, researchers, students, practitioners, or knowledge-aware citizens who are new to the field and only interested in what they can pick up and use (without devoting their life to each subfield). Novelty is no longer your friend. Instead, your best friends are communication, clarity, synthesis, and a constant reminder not to take your knowledge and frame of reference for granted.
Let’s say that audience is a few gazillion people. If you want to impress them, imagine that you are giving them one of the first – if not the first – ways of understanding your topic. Reduce the jargon. Explain your problem and why people should care about how you try to solve it. Clear and descriptive titles. No more in-jokes (just stick with the equivalent of ‘I went to the doctor because a strawberry was growing in my arse, and she gave me some cream for it’).
At least, that’s what I’ve been telling myself lately. As things stand, my most-read post of all time is destined to be on the policy cycle, and most people read it because it’s the first entry on a google search. Most readers of that post may never read anything else I’ve written (over a million words, if I cheat a bit with the calculation). They won’t care that there are a dozen better ways to understand the policy process. I have one shot to make it interesting, to encourage people to read more. The same goes for the half-dozen other concepts (including multiple streams, punctuated equilibrium theory, the Advocacy Coalition Framework) which I explain to students first because I now do well in google search (go on, give it a try!).
I also say this because I didn’t anticipate this outcome when I wrote those posts. Now, a few years on, I’m worried that they are not very good. They were summaries of chapters from Understanding Public Policy, rather than first principles discussions, and lots of people have told me that UPP is a little bit complicated for the casual reader. So, when revising it, I hope to make it better, and by better I mean to appeal to a wider audience without dumping the insights. I have begun by trying to write 500-words posts as, I hope, improvements on the 1000-word versions. However, I am also open to advice on the originals. Which ones work, and which ones don’t? Where are the gaps in exposition? Where are the gaps in content?
This post is 500 words.