He paused, and seemed to ponder his next move. The sense of drama in the room was palpable. He then said, with gravity, `I'd like to give some of the audience the opportunity to confirm the degree of tumescence'. With his pants at his knees, he waddled down the stairs, approaching (to their horror) the urologists and their partners in the front row. As he approached them, erection waggling before him, four or five of the women in the front rows threw their arms up in the air, seemingly in unison, and screamed loudly. The scientific merits of the presentation had been overwhelmed, for them, by the novel and unusual mode of demonstrating the results.
This lecture was unique, dramatic, paradigm-shifting, and unexpected.
How (not) to communicate new scientific information: a memoir of the famous brindley lecture
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