Whenever I coach scientists to help them communicate their work more effectively, the folks that frequently have the most difficult time are those who work in basic research. Upon hearing about some scientific work, the first question most people ask is, "Why? Why are you working on this? What benefits will come of this work?" Basic researchers can't directly answer those questions. They push forward toward a horizon they fundamentally believe is worth exploring, but they can't yet know what specific discoveries lay beyond that horizon.
And yet, time and again, this drive for discovery has paid off. It has lifted the veil on countless advancements that have benefited all of us in very real ways. History has proven that when we put talented scientists and engineers in a lab, give them strong, consistent funding, and encourage them to explore, we all win.
It nevertheless remains difficult for researchers to make this case to the public. And so I always appreciate finding examples that bring fresh language and strong arguments to this challenge.