So what should researchers understand about impact that they often do not get from traditional research training?

I think there's a lot of misunderstandings about impact.

So some people really approach it as the next buzzword without truly understanding that essentially a lot of what they already do is impact, is working towards impact.

So it's a lot about creating that understanding and showing that, They don't need to do so many different things to how they're already working, but that they can find a way to integrate this in their research method, in their research outlook already.

But I think the main misunderstanding is Putting impact as instead of the process.

So as you already mentioned, communication efforts, being on national television, having a podcast, that's great, but that's the process.

That's the knowledge mobilization.

So where do you see universities maybe generally getting impact wrong? And how do you try to go about solving this in your institution?