It could be a story, anecdote, data, case study, a question for the room to elicit response, or anything else you personally enjoy discussing.

FORBES: How To Bring Your "A" Game (And Kick Nerves To The Curb)

Doctors often gloss over a key question for assessing a person's risk for coronary heart disease, according to a new study: What is the patient's family history of cardiovascular illness?

WSJ: Seeking Clues to Heart Risk in a Patient's Family Tree

Francis Collins, director of the National Institutes of Health and one of the discoverers of the gene that causes progeria, said the drug's usefulness for vascular stiffness in normal aging is an important question to study.

WSJ: Progeria Drug Study Helps in Search for Clues on Aging

However, he said the study did not question the value of viral load measurements for assessing how well antiretroviral therapy was working.

BBC: Cell infected with HIV

For all that, Mr Alexander's study leaves one big question unanswered.

ECONOMIST: University education

And rather than suggesting it was folly for AstraZeneca to support this study, they should receive public praise and encouragement for taking a risk and putting the key question about the marginal benefit of their product on the table.

FORBES: AstraZeneca Study is Good News for the Public, Bad News for AstraZeneca