Coming from a background in science but realizing that sharing numbers and data didn't influence, Joe had to unlearn a lifetime of mainstream science education. He recognized that the best known scientists, like Darwin and Einstein, were great writers. He followed in their footsteps to learn what works while maintaining scientific integrity, which he shares in this episode. In a world of storytellers and would-be leaders who don't know science and scientists who don't know how to influence, I found talking to Joe relieving. The job ahead is hard, but he shares with us the basics and it's not just avoiding plastic, however important. He's written books on effective communication. He's worked in government and more to see the communication devoid of science we have to face. He's worked with James Cameron, David Letterman, Harrison Ford, and more. If you're unsure about how to communicate keeping emotion in mind, staying consistent with scientific results, listen.