In this episode of the Connected Leadership Bytes, Andy Lopata revisits his conversation with Bruce Y Lee, a writer, journalist, and professor whose ability to communicate complex scientific ideas in an engaging way is truly remarkable. They discuss the art of balancing gravitas and humor in writing, with Bruce sharing his experience of being challenged for writing about topics like vibrating yoga pants. He argues that using humor doesn't diminish the seriousness of an issue, but rather makes it more memorable and accessible. Andy and Bruce examine Bruce's writing process and he emphasises the importance of finding a "news peg" – a relatable story that hooks the reader's attention. He uses an example to illustrate how a seemingly mundane topic can be turned into an engaging narrative that raises awareness of an issue. Bruce also points out the importance of considering the reader's perspective and using humor to connect with them. He highlights the power of opening conversations with a disarming approach that makes people more receptive to complex information. Finally, they discuss how these principles apply to speaking engagements and everyday conversations. Bruce encourages listeners to find their own voice, take risks, and embrace the power of storytelling to make a lasting impact. Key Takeaways: Humor can enhance serious communication: Don't be afraid to inject humor to make your message more engaging and memorable. Find a "news peg": Use a relatable story to hook your audience and make complex ideas accessible. Think about your reader: Consider their perspective and what they want to hear. Embrace serendipity: Don't be afraid to take risks and experiment with different approaches. Question conventional wisdom: Challenge established ideas and don't be afraid to ask "why?" Make your message sticky and transferable: Create content that people will remember and share.   SELECTED LINKS FROM THE EPISODE Connect with Andy Lopata: Website | Instagram | LinkedIn | X/Twitter | YouTube Connect with Bruce Y Lee: Website |LinkedIn   Listen to the full episode here The Financial Times Guide to Mentoring