Does Modelling Need An Image Consultant

Many of us know the potential benefits of modelling-an improved understanding of the system being considered and the prediction of future scenarios. But who really cares about modelling? Many government bureaucrats and politicians want to know what is going to change in the future but why do many people's eyes glaze over as soon as modellers start introducing their model? Modelling or a broader area that we could call 'predictive science' is in desperate need of an image consultant to encourage decision makers to better understand and support this branch of science but also to help modellers understand and meet their clients' needs.