More and more scientists are becoming household names in the Netherlands. During the pandemic, many virologists became regular talk show guests, while prominent researchers such as Erik Scherder, Robbert Dijkgraaf and Vincent Icke have long been familiar faces to Dutch audiences. Of course, not every scientist dreams of becoming a professional pundit, but if you want your work to reach a larger audience, clear communication is key. What is the urgency of your work? What is its relevance to society? What kind of economic impact could it have?