Blocked ears can open eyes
Edward P. Salek, CAE, Executive Director | TLT Headquarters Report March 2016
A recent doctor’s visit illustrated how STLE can better serve the tribology and lubricants communities.
Today you can use a video, illustration or other visual communication to make a point with a customer as easily as a doctor can access a diagram of your Eustachian tubes.
© Can Stock Photo Inc. / Pixelchaos
THE EUSTACHIAN TUBE is a narrow passage leading from the pharynx to the cavity of the middle ear, permitting the equalization of pressure on each side of the eardrum. Thank you, Wikipedia, for that definition to get us started on a column that might seem to be veering off on a personal tangent. Bear with me, please.
When one’s Eustachian tubes are working properly, life is good (and so is our hearing). When they are not working properly, we experience muffled hearing and a desire to “unpop” our ears in order to relieve that annoying rushing sound. Simple things like yawning or chewing gum usually correct the situation.
However, after flying home to Chicago a few weeks ago, I experienced this problem and repeatedly tried all the normal remedies. When the conventional treatments didn’t work, I visited our trusted family doctor. This is where things get interesting, especially for those not all that concerned about the state of my Eustachian tubes.
The doctor reassured me that there was nothing serious wrong and gave me some guidance on how to deal with my ear issues. Things improved in about 24 hours. But it was his visual demonstration that created the “a-ha” moment for me.
In addition to telling me about the problem and the solutions, my doctor gave me a quick visual tour of the affected body parts courtesy of an elegant color illustration that he called up via a search engine on his computer. The 16th Century Italian anatomist Eustachius, who inspired the Eustachian tube name, would have been amazed!
This personal experience connects back to a discussion about communications strategy that took place during the STLE winter board of directors meeting. As part of this two-day event, directors participate in a generative session that’s designed to give the group time to think out loud about issues affecting the organization.
At this most recent session, a primary topic was rapidly changing expectations concerning communication and access to information. One of our directors shaped the discussion by talking about the importance of using an illustration, a video or some other form of visual communication to quickly explain a concept—very much like my doctor did to demonstrate the purpose of a Eustachian tube.
STLE’s Website (
www.stle.org) has the potential to deliver this sort of experience. Headquarters staff is working with a team of Web content and navigation experts to provide for much greater integration of visual images that are searchable or readily available on the Website. It’s not difficult to see the many applications: to make a point when meeting with a customer, to illustrate a concept for students at a STEM camp or to inform someone who is simply curious about how a lubricant works or why friction can be both good and bad.
Keep your eyes open for more on this expanded functionality in mid-2016.
You can reach Certified Association Executive Ed Salek at esalek@stle.org.