"[T]he ocean world is not good at talking about itself... [A] lot of ocean scientists... assume that people should care about the ocean, because they should... [A]ctually it's much more interesting than that. There are much more interesting things to say, but you've.. got to frame it right... [I]t's the framing that we miss in these conversations. ...You ...need a skeleton to hang pieces of information on, and for most people ...you say the ocean, they've got literally nothing... It really is a void. They're just like, "I don't know what to think about that. I don't know where to even start thinking about it, so I... forget everything I hear about it. ...I ...know it's all going wrong somehow ..." ...[T]he opportunity that NOC has is to earn a place in people's perception of what their world is like, by providing some of that context. ...[T]he most powerful thing that NOC has is... the collective."