Our Process

Surveying expert knowledge

We start by speaking with experts and studying the relevant literature, because summaries and fact sheets too often filter out some of the essential context of explanation.

Mapping relevant folk models

Perhaps the biggest obstacle to new learning are existing folk models — what everyone thinks they already know about a topic.  (This is why it can be hard to explain the theory that viruses cause colds, to a person who strongly believes that cold drafts cause colds.)  We map the relevant folk models in order to learn how best to displace, bypass, or build on them.

Developing explanations

The final step of the process is producing explanations that work.  This involves equal parts analysis, creativity, search for existing explanations, and empirical testing.