Tag Archives: ALS Ice Bucket Challenge

The Optics of Ice Water

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My boss likes to use a particular phrase when she talks about presenting new ideas.

She often tells me to “think about the optics.”

Optics means, among other things, the way an event or course of action is perceived by the public.

Sometimes when you’re enveloped in a project or an event, you get caught up in the details, and it’s difficult to think about the optics.

Lately I’ve been thinking about the optics of ice water.

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