Many articles about public speaking mention that you should know your audience. It also is important to know if an audience member (or someone else you speak with) is an expert with a capital E – the guy who ‘wrote the book’ on a subject.
While in graduate school in fall 1973, I took
a course on Mechanical Behavior of Materials. There was a quiet, older student
who the professor, Jack Low, had addressed just as Gil. One day Jack was
lecturing on fracture toughness testing. He casually asked Gil about how one
test method had been developed by a committee of the American Society for
Testing and Materials (ASTM). Then we realized from Gil’s detailed reply that
he really was J. G. (John Gilbert) Kaufman from the research lab of the
Aluminum Company of America (aka Alcoa). Most of us knew of him as the author
of many magazine articles and several ASTM books called Special Technical
Publications (STPs) that were collections of presentations made at their
conferences. Gil had worked at Alcoa for almost two decades. He had started
there after getting a B.S. and M.S. in Civil Engineering. But he wanted to
learn more about metallurgy, so he was working part time on a second M.S.
degree.
In the late 1970s I worked at the Climax
Molybdenum Company research lab in Ann Arbor, Michigan. One afternoon I was
surprised to see Rick Zordan, who I’d known in graduate school. Rick told me
about his faux pas. He had arranged to visit the lab to use our Quantimet 720
image analyzing computer. Rick was
working in Kokomo, Indiana – doing research on wear resistant weld-overlay
materials similar to tool steels. When he’d mentioned tool steels, the guy who
arranged use of the Quantimet said you have to meet Dick Johnson (our tool
steel R & D guy), and took him over to Dick’s office. Rick repeatedly referred
to a standard reference book he’d been reading by the last name of the first
author, Roberts. Finally Dick couldn’t stand it anymore. He turned his desk chair around, to face
his bookshelf, and pulled out a book. Dick said look, this is the third edition
(1962) of Tool Steels by Roberts, Hamaker, and Johnson – and I’m Johnson. Oops!
But then he and Rick wound up happily discussing how data from a Quantimet could be
used to relate microstructure with properties. Dick had co-authored some articles
on that topic, and also knew what else had been done by others.
In the mid 1990s I heard about a deposition
in a civil court case involving the crash of a sports car. After it had
settled, a mechanical engineer told me the story. The defendant manufacturer had
hired Donald J. Wulpi as their metallurgy expert. (Don had worked in the lab at
International Harvester for three decades, and written a series of Metal
Progress magazine articles about failure analysis which in 1966 were compiled
into a 56-page booklet titled How Components Fail). The plaintiff sent an
unprepared, inexperienced attorney to Ft. Wayne, Indiana and he deposed Don in
a meeting room of a hotel at the airport. He asked Mr. Wulpi a standard
question - if he’d referred to any reference materials while preparing his
opinion. Then Don started citing page numbers, and said they were from a more
detailed 262-page book he’d written in 1985 - Understanding How Components Fail.
(That standard reference book currently is in its third edition). The perplexed
attorney asked him where he could obtain that book. Don said he had a stack of
them in the trunk of his car, and could sell him one for $55! (I took the five-day
ASM Principles of Failure Analysis course from Don in the late 1980s).
On January 1, 2012 I blogged about how you
should Resolve to anticipate “shoelace failures” and plan around them. In the
first chapter of his book Donald J. Wulpi talked about failures that were just
what you would expect to find. Last April in her blog on failure analysis at
Industrial Heating Debbie Aliya wrote about how when she discussed that example
in Pune, India the audience just gave her very perplexed looks. Then she looked
at their feet, and saw all of them were wearing open sandals rather than
lace-up shoes!