associationFOCUS | Volume 8, Issue 1

some online research to help you identify poten - tially interesting questions.) The better your questions are, the more interesting your answers will be. Malcolm Gladwell is famous for his ability to ask good questions. He’s got some methods for doing this. When he is researching at a library, he looks at the books on the shelves around the book he is interested in. That gives him ideas he might not have come up with on his own. He also looks for connections between subjects that seem like they wouldn’t be related. By finding commonality between topics that don’t have an obvious connection, he creates original articles and books that have depth. • Be accurate and honest. Use authoritative sources and give readers references to places where they can get follow-up information. Inci - dentally, providing links will make it easier for search engines to categorize your work. To reach people most effectively, you need to be communicating with them on a personal level. Our brains are wired to understand and remember stories, but stories are about people. association FOCUS | 7