Tenet 4. SPEND MORE TIME ON WHY IT MATTERS, AND LESS TIME ON...
Full project if anyone's interested: https://www.behance.net/gallery/82804995/11-Tenets-of-Championing-Science
Tenet 4/11. SPEND MORE TIME ON WHY IT MATTERS, AND LESS TIME ON HOW YOU DO IT.
Never promote science for the mere sake of science. Always demonstrate the value to people and the planet we inhabit.
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The 11 Tenets of Championing Science are detailed in the book Championing Science -Communicating Your Ideas to Decision Makers - by Roger D. Aines and Amy L. Aines.