Landing at a large airport contains many sights. The other day, when taxing to the gate, we passed a training fire exercise, which caught the attention of a few passengers on my flight. The pilots did not mention the fire in advance as a courtesy to reduce the alarm, but eventually, the passengers worked out that the flames did not merit panic.

How can we provide advance warning to our constituents when we anticipate turbulent events on the horizon that might not be visible from their perspective? How might we set people up for success? Treating our fans to an amusement ride, where masking adrenaline-inducing drops and climbs is a key part of the design, is welcomed if that is the agreement; otherwise, broadcasting the forecast might be more beneficial.