Scientist at work.

So much of what scientists study can’t be seen. So how to make a story about something cryptic come to life?

Get out there.

That’s a valuable lesson for any kind of profile, whether for print or web, for commercial publisher, private company, or college or university. Spend time with the subject. Feel the sun and rain. Hear the wind and waves. Jot down the conversation.

And smell the rotten bacon.