If you want to make big improvements in communication, my advice

Host: The office was quiet, the steady hum of computers and the occasional tapping of keyboards providing the only sound. Outside, the world moved on, but inside, the atmosphere was more reflective, as if something had shifted in the conversation. Jack sat at his desk, his eyes scanning through a report, but his mind was clearly elsewhere. Jeeny sat nearby, her focus on a book, but her attention was also on the quiet weight of the room.

Jeeny: (breaking the silence, her voice light but curious) “You know, Dominic Cummings once said, ‘If you want to make big improvements in communication, my advice is - hire physicists, not communications people from normal companies and never believe what advertising companies tell you about ‘data’ unless you can independently verify it.’”

(She raised an eyebrow, a small smile on her lips.) “What do you think he means by that? About hiring physicists over communications people?”

Jack: (looking up from the report, a faint smile forming on his lips) “I think he’s saying that communication needs to be based on clarity and rigor, not just persuasion or flashy techniques. Physicists, or anyone who is trained in a more analytical discipline, will look at things logically, with precision, and cut through the noise. They’re not looking for the easiest way to sell something — they want to communicate clearly and effectively.”

Jeeny: (nodding slowly, her voice thoughtful) “Exactly. It’s not about the flash or the style; it’s about the content, the substance of what’s being communicated. Hiring physicists means you’re prioritizing clarity, truth, and accuracy over simple messaging or superficial appeal. And that’s what communication should be about — not just sounding good, but being good, being effective, and truly getting the point across.”

Jack: (leaning back in his chair, his tone reflective) “It’s like in business or politics. So much of it is about crafting the perfect message, about selling an idea. But in reality, it’s not the messaging that counts — it’s the actual understanding of the issue, the data, the facts. If you can’t trust the data or if it’s being manipulated for an agenda, then the communication becomes irrelevant. It loses its meaning.”

Jeeny: (softly, almost as if speaking to herself) “And that’s where advertising companies get it wrong. They focus on appeal, not on the truth. They use data to craft persuasive messages, but they don’t always consider whether that data is real or meaningful. It’s about using the data to manipulate emotions, not communicate facts.”

Jack: (smiling, his voice more assured now) “Exactly. And that’s why independent verification of data is so important. Without it, you can’t trust what’s being communicated. The information is only as good as its source, and without transparency and verification, it’s just noise.”

Jeeny: (grinning slightly) “So, it’s not about being sold a story, but about finding the truth beneath the surface. And for that, you need clear, rational minds — people who don’t fall for the sales pitch, who are focused on getting to the core of the issue.”

Jack: (nodding) “Right. It’s about cutting through the fluff and focusing on what matters — and to do that, you need people who approach problems with logic and precision, not just style. That’s what makes for meaningful communication.”

Host: The room seemed to settle into a quieter rhythm now, the weight of the conversation hanging in the air like a subtle revelation. The world outside continued, but inside, the understanding that communication was more than just words or persuasion had found its place. It was about substance, accuracy, and truth.

Jeeny: (smiling warmly, her voice full of quiet satisfaction) “It’s a simple idea, but it’s one that’s often overlooked. When we focus on the clarity of the message, the integrity of the data, that’s when communication truly becomes powerful.”

Jack: (leaning forward slightly, his voice calm) “And when that happens, it’s not just about selling an idea. It’s about truly sharing information, building understanding, and creating something that can stand up to scrutiny.”

Host: The soft light of the desk lamp cast a warm glow over the room, and the world outside carried on at its usual pace, unaware of the quiet realization inside. Jack and Jeeny shared a quiet look, knowing that the art of communication wasn’t about persuasion. It was about truth — and that truth could only be found by looking beyond the surface, by trusting the data and verifying it, by communicating with clarity and purpose.

In that simple truth, there was power — the kind of power that didn’t need to be sold, but understood.