In my own workshops, I’ve certainly been guilty of focusing on communication skills at the expense of strategy and not fully addressing the flawed deficit model. But I’m learning to better challenge scientists’ assumptions about how communication works. The deficit model, I’ve found, is difficult to unlearn. It’s very logical, and my hunch is that it comes naturally to scientists because most have largely spent their lives in school—whether as students, professors, or mentors—and the deficit model perfectly explains how a scientist learns science. But the obstacles faced by science communicators are not epistemological but cultural. The skills required are not those of a university lecturer but a rhetorician.