Andy Warhol memorably predicted that in the future everyone would be famous for 15 minutes. From personal experience, I would modify his typically 'Sixties-cool' morsel of wisdom to read as follows: 'You'll never be famous, but if you have anything important to say you'll get about 15 minutes of attention roughly once a year'. For example, last year I came up with a formula that we are losing roughly one species of native wild flower from every county, every year.