1. You don’t taste as you go.

Result: The flavors or textures of an otherwise excellent dish are out of balance or unappealing.

For most cooks, tasting is automatic, but when it’s not, the price can be high. Recipes don’t always call for the "right" amount of seasoning, cooking times are estimates, and results vary depending on your ingredients, your stove, altitude…and a million other factors. Your palate is the control factor.

Think that experienced cooks don’t forget this most basic rule? Cooking Light Associate Food Editor Tim Cebula was sous chef in a notable restaurant when he served up "caramelized" pineapple that somehow refused to brown. Turns out Tim had coated the fruit in salt, not sugar. "That’s why it wouldn’t caramelize."
 

Story by Ann Taylor Pittman and Tim Cebula

2. You don’t read the entire recipe before you start cooking.

Result: Flavors are dull, entire steps or ingredients get left out.

Even the best-written recipes may not include all the headline information at the top. A wise cook approaches each recipe with a critical eye and reads the recipe well before it’s time to cook. Follow the pros' habit of gathering your mise en place―that is, having all the ingredients gathered, prepped, and ready to go before you turn on the heat.

“Trust me,” says former Cooking Light Test Kitchen tester Mary Drennen Ankar, “you don’t want to be an hour away from dinner guests arriving when you get to the part of the recipe that says to marinate the brisket overnight or simmer for two hours.”

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

3. You make unwise substitutions in baking.

Result: You wreck the underlying chemistry of the dish.

Substitutions are a particular temptation, and challenge, with healthy cooking. At Cooking Light it's our job to substitute lower-fat ingredients―to change the cooking chemistry a bit while capturing the soul of a dish. When it comes to baking, this is as much science as art.

"I'll get calls from readers about cakes turning out too dense or too gummy," says Test Kitchen Director Vanessa Pruett. "After a little interrogation, I’ll get to the truth―that the reader used ALL applesauce instead of a mix of applesauce and oil or butter or went with sugar substitute in place of sugar." Best practice: Follow the recipe, period.

• Learn more about the art of low-fat baking

Story by Ann Taylor Pittman and Tim Cebula

4. You boil when you should simmer.

Result: A hurried-up dish that’s cloudy, tough, or dry.

This is one of the most common kitchen errors. First, let’s clarify what we mean by simmering: A bubble breaks the surface of the liquid every second or two. More vigorous bubbling than that means you've got a boil going. And the difference between the two can ruin a dish.

"I had a friend serve me a beef stew once that gave me a real jaw workout," says Nutrition Editor Kathy Kitchens Downie. "She boiled the meat for 45 minutes instead of simmering it for a couple of hours. She says she just wanted it to get done more quickly. Well, it was 'done,' but meat cooked too quickly in liquid ironically turns out very dry. And tough, really tough."

• Read more about boiling and simmering

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

5. You overheat chocolate.

Result: Instead of having a smooth, creamy, luxurious consistency, your chocolate is grainy, separated, or scorched.

The best way to melt chocolate is to go slowly, heat gently, remove from the heat before it’s fully melted, and stir until smooth. If using the microwave, proceed cautiously, stopping every 20 to 30 seconds to stir. If using a double boiler, make sure the water is simmering, not boiling. It’s very easy to ruin chocolate, and there is no road back.

Associate Food Editor Julianna Grimes recently made a cake but didn’t pay close enough attention while microwaving the chocolate. It curdled. "It was all the chocolate I had on hand, so I had to dump it and change my plans."

• See our 20 favorite lightened chocolate desserts

Story by Ann Taylor Pittman and Tim Cebula

6. You over-soften butter.

Result: Cookies spread too much or cakes are too dense.

We’ve done it: forgotten to soften the butter and zapped it in the microwave to do the job quickly. Better to let it stand at room temperature for 30 to 45 minutes to get the right consistency. You can speed the process significantly by cutting butter into tablespoon-sized portions and letting it stand at room temperature.

Properly softened butter should yield slightly to gentle pressure. Too-soft butter means your cookie dough will be more like batter, and it will spread too much as it bakes and lose shape. Butter that’s too soft also won’t cream properly with sugar, and creaming is essential to creating fluffy, tender cakes with a delicate crumb.

Story by Ann Taylor Pittman and Tim Cebula

7. You overheat low-fat milk products.

Result: The milk curdles or "breaks," yielding grainy mac and cheese, ice cream, or pudding.

If you're new to lighter cooking, you may not know that even though you can boil cream just fine, the same is not true for other milk products, which will curdle. The solution is to cook lower-fat dairy products to a temperature of only 180° or less.

Use a clip-on thermometer, hover over the pan, and heat over medium-low or low heat to prevent curdling. And if it curdles, toss and start again. One alternative: Stabilize milk with starch, like cornstarch or flour, if you want to bring it to a boil; the starch will prevent curdling (and it'll thicken the milk, too).

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

8. You don’t know your oven’s quirks and idiosyncrasies.

Result: Food cooks too fast, too slow, or unevenly.

Ideally, every oven set to 350° would heat to 350°. But many ovens don't, including expensive ones, and some change their behavior as they age. Always use an oven thermometer. Next, be aware of hot spots. If you’ve produced cake layers with wavy rather than flat tops, hot spots are the problem.

SaBrina Bone, who tests in our kitchen, advises the "bread test:" Arrange bread slices to cover the middle oven rack. Bake at 350° for a few minutes, and see which slices get singed―their location marks your oven's hot spot(s). If you know you have a hot spot in, say, the back left corner, avoid putting pans in that location, or rotate accordingly.

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

9. You’re too casual about measuring ingredients.

Result: Dry, tough cakes, rubbery brownies, and a host of other textural mishaps.

In lighter baking, you're using less of the butter and oil that can hide a host of measurement sins. One cook's "cup of flour" may be another cook's 1¼ cups. Why the discrepancy? Some people scoop their flour out of the canister, essentially packing it down into the measuring cup, or tap the cup on the counter and then top off with more flour. Both practices yield too much flour.

"Lightly spoon flour into dry measuring cups, then level with a knife," advises Test Kitchen Director Vanessa Pruett. A dry measuring cup is one without a spout―a spout makes it difficult to level off the excess flour with the flat side of a knife. "Lightly spoon" means don’t pack it in.

Story by Ann Taylor Pittman and Tim Cebula

10. You overcrowd the pan.

Result: Soggy food that doesn’t brown.

Food releases moisture as it's cooked, so leave room for the steam to escape. It's easy to overcrowd a pan when you're in a hurry, particularly if you have to brown a large amount of meat for a beef stew. But the brown, crusty bits are critical for flavor, particularly with lower-fat cooking.

A soggy batch of beef going into a Dutch oven will not be a beautiful, rich, deeply flavored stew when it comes out, even if it does get properly tender. This browning principle applies equally to quick-cook foods like crab cakes and chicken breasts. Leave breathing room in the pan, and you'll get much better results. If you need to speed things up, use two pans at once.

• Learn more about hearty, healthy stews

Story by Ann Taylor Pittman and Tim Cebula

11. You mishandle egg whites.

Result: The whites won’t whip up. Or, overbeaten or roughly handled, they produce flat cake layers or soufflés with no lift.

Properly beaten egg whites are voluminous, creamy, and glossy, but they require care. First, separate whites from yolks carefully, by letting the whites slip through your fingers. A speck of yolk can prevent the whites from whipping up fully.

Let the whites stand for a few minutes―at room temperature they whip up better than when cold. Whip with clean, dry beaters at high speed just until stiff peaks form―that is, until the peak created when you lift the beater out of the bowl stands upright. If you overbeat, the whites will turn grainy, dry, or may separate.

Story by Ann Taylor Pittman and Tim Cebula

12. You turn the food too often.

Result: You interfere with the sear, food sticks, or you lose the breading.

Learning to leave food alone is one of the hardest lessons in cooking; it’s so tempting to turn, poke, flip. But your breaded chicken or steak won't develop a nice crust unless you allow it to cook, undisturbed, for the specified time.

One sign that it’s too early to turn: You can't slide a spatula cleanly under the crust. "It'll release from the pan when it’s ready," says Assistant Test Kitchen Director Tiffany Vickers Davis. "Don’t try to pry it up―the crust will stick to the pan, not the chicken."

• See our step-by-step guide to sautéed chicken

Story by Ann Taylor Pittman and Tim Cebula

13. You don’t get the pan hot enough before you add the food.

Result: Food that sticks, scallops with no sear, pale meats.

The inexperienced or hurried cook will barely heat the pan before adding oil and tossing in onions for a sauté. Next comes...nothing. No sizzle. A hot pan is essential for sautéing veggies or creating a great crust on meat, fish, and poultry. It also helps prevent food from sticking.

Associate Food Editor Tim Cebula was once advised: "If you think your pan is hot enough, step back and heat it a couple more minutes. When you’re about ready to call the fire department, then add oil and proceed to cook the food."

• Learn how to make crepes

Story by Ann Taylor Pittman and Tim Cebula

14. You slice meat with―instead of against―the grain.

Result: Chewy meat that could have been tender.

For tender slices, look at the meat to determine the direction of the grain (the muscle fibers), and cut across the grain, not with it. This is particularly important with tougher cuts such as flank steak or skirt steak, in which the grain is also quite obvious. But it’s also a good practice with more tender cuts like standing rib roast, or even poultry.

• Find 20-minute beef recipes

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

15. You underbake cakes and breads.

Result: Cakes, brownies, and breads turn out pallid and gummy.

Overcooked baked goods disappoint, but we’ve found that less experienced bakers are more likely to undercook them. "You won't get that irresistible browning unless you have the confidence to fully cook the food," says Associate Food Editor Julianna Grimes.

"Really look at the food. Even if the wooden pick comes out clean, if the cake is pale, it’s not finished. Let it go another couple of minutes until it has an even, golden brownness." It’s better to err on the side of slightly overcooking than producing gummy, wet, unappealing food. Once you've done this a few times and know exactly what you’re looking for, it'll become second nature.

Story by Ann Taylor Pittman and Tim Cebula

16. You don’t use a meat thermometer.

Result: Your roast chicken, leg of lamb, or beef tenderloin turns out over- or undercooked.

Small and inexpensive, the meat thermometer is one of the most valuable kitchen tools you can own. Using one is the surefire way to achieve a perfect roast chicken or beautiful medium-rare lamb roast, because temperatures don’t lie and appearances can deceive.

We love digital probe thermometers, which allow you to set the device to the desired temperature. A heat-proof wire leads to an external digital unit that sits outside the oven and beeps when the meat is ready. This eliminates the frequent opening and closing of the oven door to check the temp―during which you lose valuable heat―and that speeds the cooking.

Story by Ann Taylor Pittman and Tim Cebula

17. Meat gets no chance to rest after cooking.

Result: Delicious juices vacate the meat and run all over the cutting board, leaving steak or roast dry.

Plan your meals so that meat you roast, grill, sear, or sauté has time to rest at room temperature after it’s pulled from the heat. That cooling-off time helps the juices, which migrate to the center of the meat, to be distributed more evenly throughout.

The resting rule applies equally to an inexpensive skirt steak or a premium dry-aged, grass-fed steak, as well as poultry. With small cuts like a steak or boneless, skinless chicken breast, five minutes is adequate. A whole bird or standing rib roast requires 20 to 30 minutes. Tent the meat loosely with foil to keep it warm.

Story by Ann Taylor Pittman and Tim Cebula

18. You try to rush the cooking of caramelized onions.

Result: You end up with sautéed onions, which are nice but a far cry from the melt-in-your-mouth caramelized ideal.

If you want real, true, sweet, creamy caramelized onions to top your burger or pizza, cook them over medium-low to low heat for a long time, maybe up to an hour. If you crank the heat and try to speed up the process, you’ll get a different product―onions that may be crisp-tender and nicely browned but lacking that characteristic translucence and meltingly tender quality you want.

Bottom line: Know that caramelized onions take time, and plan to cook them when you can give them the time they need.

Story by Ann Taylor Pittman and Tim Cebula

19. You overwork lower-fat dough.

Result: Cookies, scones, piecrusts, and biscuits turn out tough.

Recipes with lots of butter are more likely to stay moist and tender because of the fat, even if the dough is overkneaded. But without all that fat, you absolutely must use a light hand. That’s why many of our biscuit and scone recipes instruct the cook to knead the dough gently or pat it out (instead of rolling), and our cookie or piecrust recipes say to mix just until flour is incorporated.

“Whenever I make any of our cookies, I stop the mixer before the flour is completely incorporated,” says the Test Kitchen’s Deb Wise. “I do that last bit of mixing by hand, and it makes a difference.”

• Learn all about baking bread

Story by Ann Taylor Pittman and Tim Cebula

20. You neglect the nuts you’re toasting.

Result: Burned nuts, with a sharp, bitter flavor.

Toasting intensifies the flavor of nuts. But the nut is a mighty delicate thing―in an oven it can go from perfectly toasty to charred in seconds. This has happened to every one of our Test Kitchen cooks.

Arrange nuts in a single layer on a heavy baking sheet, and bake at 350° for as little as two minutes for flaked coconut to five or more minutes (for dense nuts like almonds); shake the pan or stir frequently so the nuts toast evenly―they tend to brown on the bottom more quickly. They’re done when they’ve darkened slightly (or turned golden brown for pale nuts like pine nuts or slivered almonds) and smell fragrant and toasty.

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

21. You don’t shock vegetables when they’ve reached the desired texture.

Result: Mush.

Toss green beans, broccoli, or asparagus into boiling water for three to seven minutes, and they’ll turn vibrant green with a crisp-tender texture. But if you don’t “shock” those vegetables at that point by spooning them out of the boiling water and plunging them into ice water (or at least rinsing under cold running water) to stop the cooking process, the carryover heat will continue to cook them to the point that they turn army-green and flabby. This is not a concern if you intend to serve the vegetables immediately.

• Find 20-minute side-dish recipes

Story by Ann Taylor Pittman and Tim Cebula

22. You put all the salt in the marinade or breading.

Result: Fish, poultry, or meat that’s underseasoned.

Healthy cooks try to keep sodium levels in check and only allocate a small amount of salt to a recipe―so they need to maximize the salt’s impact. For example, chicken marinating in citrus juice and salt will only absorb a tiny amount of the marinade. When you toss out the marinade, you also toss out most of the salt and its seasoning effect.

It’s better to use a little salt in the marinade, then directly sprinkle the majority of the salt on the chicken after it comes out of the marinade. The same goes for breaded items. Sprinkle salt directly on the food and then coat it with the breading.

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

23. You pop meat straight from the fridge into the oven or onto the grill.

Result: Food cooks unevenly: The outside is overdone, the inside rare or raw.

Meats will cook much more evenly if you allow them to stand at room temperature for 15 to 30 minutes (depending on the size of the cut) to take the chill off.

A roast that goes into the oven refrigerator-cold will likely yield a piece of meat that is overcooked on the outside and undercooked at the center. As you slice the roast, you’ll see a bull’s-eye effect: The middle is rare (or even raw) while the outside is well done. This is less of a problem with smaller cuts like chicken breasts―though even those benefit from resting at room temperature for five or 10 minutes before cooking.

Photo: Romulo Yanes & Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

24. You don’t know when to abandon ship and start over.

Result: You serve a disappointing meal. And you know it’s disappointing!

There’s no shame in making a mistake; we all do. And while it may feel a bit wasteful to throw food in the trash, tossing out burned garlic, charred nuts, or smoking oil is the right thing to do. Start again fresh (if you have extras of the ingredients). Of course, there is a no-turning-back point, too. If you’ve overcooked a chicken because you didn’t use a meat thermometer, you’re bound to serve an overcooked chicken. At that point, the best practice is to 'fess up, apologize, pass the wine, and move on.

Story by Ann Taylor Pittman and Tim Cebula

25. You use inferior ingredients.

Result: Sigh.

This is an important point because it’s the linchpin of great cooking: Good food begins and ends with the ingredients. The dishes you cook will only be as mediocre, good, or superb as the ingredients you put in them. As a rule, we recommend using high-quality ingredients whenever available and affordable.

Always shop for the best ingredients. They’re the foundation of good cooking and why we strive not to make the mistakes described here. Choose top-notch produce, meats, and cheeses, and protect them as you would anything else precious―handle with love, respect, and care so you can be a steward of the joys of great food. Your cooking will invariably turn out better.

Photo: Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

26. Your poached eggs aren't pretty

Result: The typical botched poached egg is tentacled, scary, tough, overcooked.

First, fill a wide saucepan or sauté pan with water to about two inches. Bring it to a gentle simmer—not a rolling boil, which toughens and twists the whites. Add a few teaspoons of vinegar, which does help eggs keep their shape. Crack eggs (fresher ones won't spread as much) into small ramekins or custard cups. The cups let you gently pour the eggs into the pan so the whites stay in a tight circle, and ensure that you won't crack a broken-yolk dud into the water. Cook three minutes (the whites should be set and the yolks still creamy), then remove carefully with a slotted spoon. Drain them for a few seconds, or blot with a paper towel. Voilà: no more poor poaching. You can now perch your perfectly poached gems atop a dish like Two Potato and Beet Hash with Poached Eggs.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

27. Your gravy is lumpy

Result: Lumpy gravy. Next time, whisk wisely. Meanwhile, here's a fix.

One cause is the direct dumping of dry flour, cornstarch, or other thickener into the hot stock or broth. Another: adding broth too quickly into a roux—the flour-fat mixture that some gravy recipes start with—which can cause clumping or a gluey layer on the bottom of the pan. Hot spots in a large pan can complicate things, as well. In any starch-based sauce, the thickener needs to be gradually introduced to the hot liquid it's supposed to thicken. The easiest way, as with our recipe for the Mushroom Gravy, involves whisking a flour slurry into the broth mixture, then stirring until the gravy comes together.

If lumps happen, pass gravy through a sieve or strainer, or puree it (with an immersion blender or, very carefully, in a regular blender). If the gravy originally contained sautéed mushroom slices, well, the guests needn't know that, and it will still be delicious.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

28. Your mashed potatoes are gluey

Result: Gluey mashed potatoes. Next time, watch the cooking time and drain well.

Gluey mashed potatoes are more than just unfortunate—they're usually a lost cause. Overcooked or insufficiently drained potatoes can become sticky, as can the wrong kind of potato. But the main problem is overworked spuds. The science is simple: Boiled potatoes develop swollen starch cells. When ruptured during mashing, the cells release starch. The more cells are ruptured, the gummier the mashed potatoes. So if you use an electric mixer or food processor to mash your potatoes, you'll probably beat them mercilessly and end up with wallpaper paste. Instead, use a potato masher, or even better, pass the potatoes through a ricer or food mill before mixing them with butter and hot milk—these devices are gentler on the starch cells, and they'll also prevent lumps.

Low-starch (or waxy) red potatoes hold their shape well after boiling, so they require more effort to mash. Hence, you're likely to overwork them. Try mashing them just partway, as in our Herbed Smashed Potatoes. By contrast, high-starch (mealy or floury) baking potatoes, also called russets, break down more readily, yielding light and fluffy mashed potatoes (or, with a little more milk and butter, smooth and creamy).

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

29. You Burn the Brown Butter

Result: Dark and bitter butter. Next time, pay attention to the visual cues.

Browning butter is a sure way to suffuse a dish with a great deal of nutty buttery flavor without using a lot of fat. Example: Sautéed Chicken with Sage Browned Butter. But the process is a little trickybecause once the butter begins to brown, it can race right into burnt. Then nutty becomes bitter.

Success depends on visual cues, so use a stainless steel pan—you can see the butter change color better. Us no more than medium heat so that the browing proceeds gradually. First the butter will foam in the pan: The milk solids are separating from the butterfat, and the water is evaporating. Then the foam subsides and the milk solids begin to brown. Now the butter gives off its characteristic nutty aroma (the French call brown butter beurre noisette, or hazelnut butter). Some recipes call for adding lemon jice at this point; the tartness complements the sweet butter, while the juice cools it and slows the browning. Either way, when the butter turns amber-brown, take the pan off the heat. If you're not using it immediately (say, drizzling it over steamed vegetables), get it out of the hot pan and into a bowl so the residual heat doesn't continue to push the butter from brown to burnt.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

30. Your bacon is burnt and crinkly

Result: Burnt and crinkly bacon. Next time, bake your bacon.

Pan-frying is the standard way to cook bacon, but it has drawbacks. Only a few strips fit flat in most skillets—any more than that will slope up the sides, cooking unevenly. And bacon strips can shrink more than they need to in a hot pan. (Starting them in a cold pan helps, but you'll still need to flip often.)

Take a cue from chefs—bake your bacon. Heat hits from all sides, cooking more evenly. The result: consistently flat strips.

Line a jelly-roll pan with aluminum foil or parchment paper to make cleanup easier. Set a wire rack on the pans so the bacon doesn't sit in fat. Place bacon slices in a single layer on the rack, and bake at 400º for about 20 minutes (depending on bacon thickness and how crispy you like it).

Unless your oven has major hot spots, you don't have to flip the bacon or turn the pans. You can even put the bacon in while the oven preheats—the gradual temperature increase will render the fat more slowly and won't shrink the meat as much.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

31. Your Green Veggies Turn Brown

Result: Drab veggies. Next time, baby them and they will stay vibrant.

When vegetables take a sad turn from bright green to khaki drab, it conjures memories of grade-school cafeteria food and the ruined texture of canned asparagus. The most common culprits: overcooking and acidic dressings. A cook has to know how to care for the delicate source of the green: chlorophyll.

Vegetables such as green beans, broccoli, and asparagus lose their bright color—and crisp texture, for that matter—after six or seven minutes of cooking. If you know you'll be eating them immediately, just remove, drain, and serve. But if you'll be busy assembling other dishes, consider blanching and shocking. Cook for two minutes in salted boiling water, then remove vegetables immediately and plunge into ice water. The ice back halts the cooking process and helps set the color. Later, the chilled vegetables can be quickly reheated—by sautéing in a bit of olive oil, for instance—without losing their green.

But blanching won't keep veggies vibrant if you dress them too soon with an acid such as vinegar or lemon juice. Wait until just before serving (as we do with our SuperFast asparagus sides).

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

32. Your Salad Goes Limp

Result: Soggy salad. Next time, consider three important factors.

A soggy pile of wilted greens makes for a sorry salad indeed. Tender greens like Boston lettuce, mâche, and arugula are delicate little things that perish at the mere rumor of mistreatment (tearing or roughly handling lettuce bruises it), but even crisp, hearty lettuces like romaine need to be treated with care. To keep them at their best, you need to consider three factors: time, volume, and temperature.

Only dress your greens just before serving, particularly when using vinaigrette: Oil quickly permeates the waxy surface of leafy greens, turning them dark green and droopy. If you've washed your greens, use a salad spinner or blot them delicately with paper towels to dry them. Water clinging to leaves will repel oil-based vinaigrettes and thin out creamy dressings, leading to bland salad.

Put dry greens in a salad bowl. Add less dressing than you think you'll need (to avoid overdressing), and pour it down the sides of the bowl, not onto the greens—you'll dress them more evenly this way. Gently toss, adding dressing as needed, until the greens are lightly coated. If you do overdress them, a quick whirl in the salad spinner will shake off any excess.

Finally, follow the lead of professional chefs and serve your salad on chilled plates to help keep the greens crisp as you enjoy them.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

33. You Incinerate Chicken on the Grill

Result: Charred skin and rare meat in the thickest part of the breast.

Grilling bone-in, skin-on chicken breasts feels like it should be simple enough. Even experienced grillers often try to cook them entirely over direct heat, figuring it's just a matter of timing. At which point dripping fat causes flare-ups that engulf the breasts, charring the skin while the meat remains rare deep within. Yet perfectly grilled chicken—with crisp, browned skin and juicy, succulent meat—is relatively simple if you learn to manipulate the heat.

First, establish two temperature zones: Set one side of a gas grill to medium-high and the other to low, or build a fire on one side of a charcoal grill. (Make sure your grate is clean and oiled to prevent sticking.) Start the chicken skin-side up on the low- or no-heat side, and cover the grill. After a few minutes, when the chicken fat starts to render, flip the meat, skin-side down. Point the breasts' thicker ends toward the hot side to help them cook evenly. Cover and grill for about 25 minutes. When the meat is done (165° at the thickest part of the breast), crisp the skin on the hot side for a minute or two, moving it as needed to avoid flare-ups. Wait until the last few minutes to brush on barbecue sauce: The sugars in the sauce will char quickly.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

34. Your Hard-Cooked Eggs Are Icky

Result: A rubbery, chalky, green-gray hot mess! Next time, heat slowly and cool quickly.

We’ve all puzzled, after following someone’s can’t-fail advice, over less-than-perfect hard-cooked eggs—the eggs with rubbery whites, chalky yolks, and that tell-tale green-gray film between yolk and white. The cause? Temperature differential: The white of an egg dropped into boiling water cooks much faster than the yolk at the center, and that’s trouble. By the time the yolk sets, the white is tough. And if the egg stays over high heat too long, or isn’t cooled quickly after cooking, sulfur in the white will react with iron in the yolk, creating that nasty off-colored ring.

Here’s the fix: To keep the temperature of the egg white and yolk close, heat the eggs gradually. Place them in a saucepan, cover them by an inch or two with cold water, and set the pan over high heat. When the water reaches a full boil, remove from heat, cover the pan, and let the eggs stand for 10 minutes. This cooks them gently and keeps the whites from toughening. Peel the eggs immediately under cold running water; or, if you’re not using them right away, set them in an ice water bath. This lowers the eggs’ temperature and minimizes the pressure that causes sulfur rings to form.

 

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

35. Your Turkey Burgers Are Parched Pucks

Result: A dried out burger that sticks to the grill. Next time, add a little heart-healthy fat to help the meat stay moist and juicy.

A well-made turkey burger is a delicious, lower-fat backyard grill treat, but if you don't compensate for the leanness of the meat, you could be eating turkey-flavored particleboard. Mostly it's a matter of getting the patty off the grill before it dries out (or sticks and falls apart)—a job made trickier by the need to cook poultry to 165°. So, to avoid sawdust syndrome, add a little fat to the meat. Yes, add fat. This might seem counterproductive, but it's not if you use a fat that's heart-healthy.

The fat in question? Olive oil. Stirring in two tablespoons olive oil per pound of ground turkey keeps the burgers moist and juicy and also helps them form a nicely browned crust on the outside that won't stick to the grill.

Even better: Sauté 1 cup diced onion in 2 tablespoons olive oil until nice and tender, let cool slightly, and then mix the onion and oil from the pan into a pound of ground turkey to form four patties. The oil-coated onions do a marvelous job of adding both moisture and flavor to lean poultry burgers, and you get a hit of that nice, oniony sweetness, too.

Photo: Mary Britton Senseney Story by Ann Taylor Pittman and Tim Cebula

36. Your Rice Gets Gummy

Result: Sticky, gummy goo. Next time, use more water.

Rice is the great staple grain of much of the world, but it can strike fear in the hearts of some American cooks who have learned that the famous 2:1 water-to-rice ratio is not reliable in many cases or for many varieties. And stovetop prep can be tricky (rice cookers are reliable, so if you love rice, consider buying one). Slightly undercooked rice can sometimes be fixed with more water and time, but the dreaded gummy rice is a dead loss.

When rice is cooked in the traditional way—simmering in a lidded pot—the close-packed grains rub together and release starch, often leading to stickiness. The solution is blessedly ratio-free, though it may seem counterintuitive: Use more water. Lots more, so you cook the rice like pasta until it reaches the proper consistency, then drain. The pasta method keeps rice from rubbing together too much as it cooks; draining ensures it won't suck up more water than it needs.

Check brown rice for doneness at around 25 minutes. You can also sauté brown rice in olive oil after it's drained, to evaporate excess moisture. For white rice, which absorbs water more readily, try sautéing the grains before boiling, for about two minutes in a tablespoon of oil. Then add roughly four times as much cold water as rice to the pan, and boil. Check for doneness at around 15 minutes (timing starts when water boils). The oil forms a protective layer around the white grains during boiling—and sautéing lends the rice deliciously toasty flavor.

Photo: Mary Britton Senseney Story by Ann Taylor Pittman and Tim Cebula

37. Your Caramel Meets a Burnt, Bitter End

Result: Burnt, bitter caramel. Next time, a little water—and patience—goes a long way.

Caramel is a one-ingredient recipe for experts, two for more cautious cooks who add water to the sugar—but either way it can quickly turn into a chemistry experiment gone wrong. The problem is a rapid acceleration of browning, which can quickly move your sugar sauce into bitter, burnt territory.

Sugar behaves differently from other foods when it's cooked. While most ingredients absorb heat from the pan, sugar actually generates its own heat as it breaks down. This causes the temperature to rise fast—about one degree per second. When you remove the pan from the heat as the caramel reaches the perfect light-amber hue, it can still burn because residual heat from the pan keeps the action going.

The key is watchful, hands-off cooking, as slow and even as possible. Adding ¼ cup of water per cup of sugar dissolves the sugar uniformly and slows boiling, providing more control as you look for that honey-gold color. Use a light-colored stainless steel or enamel saucepan and a candy thermometer.

To make the caramel, cook the sugar and water, without stirring (or absolutely minimal stirring, if you must), over medium-low heat until golden and fragrant, about 335°. With experience, you'll learn to trust color more than temperature.

The hands-off approach works best because stirring can cause hot caramel to crystallize when it hits the cool sides of the pan, and that can set off a chain reaction that ruins the sauce.

Set the pan in an ice bath for two to three seconds to stop the cooking (any longer and the caramel will seize), then use immediately.

Photo: John Autry Story by Ann Taylor Pittman and Tim Cebula

38. The Turkey Hack Job

Result: Your turkey platter resembles a crime scene.

On turkey day, it's your well-earned right to parade that magnificent roasted bird around the dining room. But carving is best done where there's elbow room and a large, stable cutting surface. You'll need a well-honed knife; have it professionally sharpened before the big day.

Now, as the pros say, "break" the bird down in the right order (this is where many cooks go wrong—trying to slice meat directly off a big, hot bird). Leg quarters come off first, then breast meat, with the tucked-under wings serving to stabilize as you cut. Set the big pieces onto a cutting board where you can deal with them properly.

Take the breast meat off the bone in one piece, then slice crosswise, which ensures uniformity and allows for slightly thicker slices that are juicier and less fibrous than thin portions. Cut the thigh meat into large chunks. Reserve room on the platter for legs if you have a Henry VIII in the family.

Oh, and remember—in the days leading up to Thanksgiving, you can always practice your technique on a nice roasted chicken: same configuration of bird parts, no game-day pressure.

Photo: Johnny Autry Story by Ann Taylor Pittman and Tim Cebula

39. Your Cookies Gain Unwanted Holiday Width

Result: Sad gingerbread men.

Baking holiday cookies can go from a labor of love to an exercise in frustration when your gingerbread men come out more bloated than a Macy's parade float. The problem is too much heat—but not at the baking stage, at the mixing stage: Your butter is too warm.

The solution: Keep your butter cool, right until baking. Butter starts to melt at 68°, and once that happens, its water-fat emulsion breaks and there's no getting it back. Cold, emulsified butter helps give baked goods structure by taking in air when mixed with sugar. For cookies, you want butter well below room temperature; between 50° and 65° is optimal. Cut the butter into chunks, and let it stand at room temperature to soften (nix the microwave idea entirely).

If the butter is still cold to the touch but spreadable, you can start creaming. Butter and sugar need only be mixed (or "creamed") for about 30 seconds—much longer and the butter warms up. Chill the dough for 20 to 30 minutes before you bake. Lastly, don't put the cookies on a hot pan. If you're working in batches, cool the used pan for a few minutes, then run it under cool water before reloading (don't do this while it's hot, though, or you'll risk warping the pan).

Photo: Randy Mayor Story by Ann Taylor Pittman and Tim Cebula

40. Your Flapjacks Flame Out

Result: Blotchy, burned pancakes

Too often, pancake cooks put up with a few poor specimens at the beginning—splotchy and greasy—and a few more duds at the end; the latter can be scorched from a too-dry pan yet perversely underdone within. This is not a heat problem or a batter problem: It's a pan-prepping problem.

The solution: Don't pour oil directly into the pan. Hot oil will spread, pooling in some areas, leaving other parts dry. Just a scant amount of cooking oil creates a smooth, even cooking surface throughout, so pancakes cook evenly from start to finish.

If you're using a pristine nonstick pan, you may not need oil at all. Otherwise, here's how to apply it: Heat a skillet (any variety) over medium heat, then grasp a wadded paper towel with tongs and douse it with 1 tablespoon canola oil. Brush the pan with the soaked towel. You could also use cooking spray, except for nonstick pans: It leaves sticky residue on Teflon surfaces.

Add batter, flipping only when bubbles form on the surface of each pancake, about two to three minutes. Resist the urge to peek, which breaks the seal between the pan and the batter; that seal is what ensures even cooking. Swab the pan with the oiled paper towel between batches to keep it properly greased.

Photo: Johnny Autry Story by Ann Taylor Pittman and Tim Cebula

41. Your Oven Fries Fizzle

Result: Pale, soggy spuds or dried up and burnt fries.

Great oven fries can mimic, if not entirely duplicate, the best qualities of their deep-fried cousins—golden, with a crisp exterior and fluffy middle—yet remain much lower in fat. Bad oven fries, however, can turn out pale and soggy, or dry up and burn, sometimes achieving both states in the same batch.

The solution: It seems counterintuitive, but you need to presoak. Nearly half a potato's weight is accounted for by water. Soaking pulls out starch, which reduces the water content of the potatoes: less water, less steaming in the oven.

Start with baking potatoes (russets): They're drier than waxy varieties. Cut each peeled potato in half lengthwise, halve again, and slice each quarter into ¼-inch-thick strips (a mandoline is nice but not essential). Even thickness and wide surface area prevent burning and give you more crispy real estate. Soak in cold water for 30 minutes, then dry thoroughly with paper towels.

Toss with olive oil, and then spread on a parchment-lined baking sheet. Don't overcrowd the fries, or it will be a steam bath in there. Bake on the bottom rack at 400° for 35 minutes. Flip once halfway through.

Great tips in this article.

Social media is everywhere. It's in our homes, places of worship, schools and, of course, our businesses. Everywhere you look, people are using social media and are talking about it. And it seems that every week a new type of social site pops up.

And as the number of social networking sites grows, so does the number of services that are created to measure, track and monitor those services. What's a marketing professional to do?

To help you cut through the clutter, here are the 10 must-use social media tools that can not only help you make sense of your social media efforts but make them more effective.

1. EditFlow
EditFlow is a plugin from open source content management system WordPress that allows you to manage your editorial team seamlessly.

With it, you can get a snapshot of your month-to-month content with the calendar feature. It also offers improved content status beyond WordPress' default draft and pending review. And user groups can help you keep your team of writers organized by department or function.

Who should use it and why: Any business owner who manages a multi-author website should give EditFlow a look. This tool can keep all of the things that are important to a multi-author blog in one spot so management is easy, clean and documented.

2. TweetReach
This tool allows you to see how far your tweets travel. For example, with TweetReach I can search my blog and come up with these results. It breaks down how many people your messages reach and how many tweets it took to reach them. For instance, TweetReach can tell you how many times your tweets have been shared by retweets, replies and other standard tweets.

Who should use it and why: From a social media manager to a small-business owner, basically anybody who is interested in finding out how effective his or her tweets are based upon the number of people they touch should consider using TweetReach. It can also useful from a metric standpoint in terms of justifying the results of your social media campaigns with senior management or partners.

3. ArgyleSocial
This Durham, N.C.-based startup is a social media platform that aims to help marketers connect the business dots with the social media dots. ArgyleSocial offers a single dashboard to monitor Facebook and Twitter that allows you to delegate tasks to your team. It also offers easy reporting on the ROI of your social media efforts.

If you'd like to be an affiliate, you can use ArgyleSocial's white label brand and resell the social media platform to your clients. All of your accounts can be wrapped up into one bill and sent to you to distribute or absorb as an included service.

Who should use it and why: From the social media manager to the one-person business that needs to prove to management, clients or themselves that their social media campaign is paying off.

4. HootSuite for iPad
HootSuite users should be happy with this iPad application. It includes a stationary column in the sidebar that keeps track of all streams being tracked.

Among the other things HootSuite says you can do with this iPad app include checking in using a Foursquare account, scheduling messages to send at a later time, examine click-through statistics, add geo-location coordinates to messages and shorten URLs with a built-in Ow.ly tool.

Who should use it and why: HootSuite for iPad is for heavy iPad users who want to manage their social media content and engagement.

5. TweetLevel
You might be thinking you don't need another Tweet metric tool, but TweetLevel, allows you to specifically search for hashtags, which can lead you to insights on who to follow based upon conversation versus person.

Once you've found someone you'd like to follow, you can use TweetLevel to help measure his or her social influence. You can also evaluate the buzz around a certain topic to determine if it's a trend worth paying attention to. Then take a peek at related phrases around your topic to gauge the true scope of the trending idea.

Who should use it and why: Public relations managers and social media marketing professionals who want to analyze a campaign should give TweetLevel a try. This tool can help you identify the Twitter conversation, where it's going wrong and how to correct that mistake.

6. ReFollow
When it comes to Twitter, numbers might not be as important as the people you follow and who follows you. ReFollow is an application that allows you to lock in those followers that you've connected with and make sure they continue to follow you.

Other features include filtering a search on Twitter to uncover insights, such as what you have in common with certain followers. This can lead you to connecting with someone who maybe you're Twitter conversation has been close to zero, but with a simple direct message to that person you can make a connection and build a business relationship.

Who should use it and why: This can be the perfect tool for the person who wants to grow a list of highly-qualified, like-minded people. Consider using ReFollow if your concern is quality over quantity, which it should be.

7. TwitterSearch
You've probably heard of TwitterSearch but, more than likely, you aren't using it correctly.

New media expert Thomas Baekdal offers a number of little-known tips for using TwitterSearch. For instance, to see what people are saying about your competitors, search with to:competitor or from:competitor. Replace "Competitor" with that company's Twitter handle.

To uncover top trending topics search that topic plus –rt filter:links. For example, "digital marketing-rt filter:links". That code will remove all of the retweets from the search.

Who should use it and why: Anyone who wants to use and search Twitter more effectively should brush up on his or her TwitterSearch skills. And knowing what's trending on Twitter can be a useful way to generate ideas for your business blog. When you see trending topics, you can create a blog post with content relevant to that discussion.

8. Traackr
One simple way to find and follow people who are influential in your space is to use Traackr. It allows you to identify the "authorities" in your industry who can mean the most to your business or your client's.

What's also useful about Traackr is that you can watch how social media leaders are responding and contributing to content you are sharing. An ad agency, for example, can see who it should target to help social media campaigns get off the ground, build its engagement strategies based upon Traackr's unique intelligence and then see results of those campaigns.

Who should use it and why: Traackr can be a useful tool for either advertising agencies or brands that want to build social media campaigns that improve over time and show how they pay off in the end.

9. SocMetrics
The Topical Influencer platform by SocMetrics is a web-based tool that allows you to identify influencers, understand who these people are, interact with them and then monitor your campaign.

The "Competitive Influence" feature allows you to specify brands and drill down for detailed influencers. What's slick about this tool is that you can narrow your search to a long-tail keyword, seeing who is truly influential.

Who should use it and why: Any marketing professional who wants to build an effective social media campaign based upon influencers in a specific industry should give this a look. SocMetrics can help you harness the power of thought leaders, which in turn can help you build your brand and sell more.

10. Social Scope
For BlackBerry users who've longed for an app that combines Twitter and Facebook on one screen, such as TweetDeck for your desktop, consider trying Social Scope.

And on that same screen you'll see a thumbnail image if someone shares something from TwitPic. It also has a built in retweeting feature, hash tag search and will also let you see the entire URL to know where a truncated URL is pointing.

Who should use it and why: Anyone who owns a BlackBerry and has a Facebook and Twitter account is a prime target for this app. It's probably the closest you can get to a desktop-type app on a BlackBerry.

Great tool for finding guest blogging opportunities.

"For 80 years, you got a job, you did what you were told and you retired," says the former vice president of direct marketing at Yahoo! People are raised on this idea that if they pay their taxes and do what they're told, there's some kind of safety net, or pension plan that's waiting for them. But the days when people were able to get above average pay for average work are over.

If you're the average person out there doing average work, there's going to be someone else out there doing the exact same thing as you, but cheaper. Now that the industrial economy is over, you should forget about doing things just because it's assigned to you, or "never mind the race to the top, you'll be racing to the bottom."

However, if you're different somehow and have made yourself unique, people will find you and pay you more, Godin says.

Instead of waiting around for someone to tell you that you matter, take your career into your own hands. In other words, don't wait for someone else to pick you and pick yourself! If you have a book, you don't need a publisher to approve you, you can publish it yourself. It's no longer about waiting for some big corporation to choose you. We've arrived at an age where you choose yourself.

Taglines for products and brands are everywhere, but often they don’t get the attention they deserve. A variety of research shows that one phrase slogans can have a profound effect on how customers see the product. One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion.

Promotion vs. Prevention

Not long ago we looked at the power of marketing using “loss” as a motivator in How “Loss” Can Be a Winning Strategy. Highlighting risks your customer faces isn’t the only way to market, of course, and an interesting blog post at the Harvard Business Review focuses on the question of promotion vs. prevention. While prevention-minded consumers are concerned about the possible loss of what they have, promotion-oriented consumers are more positively focused on opportunities to improve their life. The former are more pessimistic and risk averse, while the latter are optimistic and more likely to take a chance on something new.

In my earlier post, some of the reader comments wondered how to frame a particular product or service in terms of a “loss.” The HBR post shows how minor the differences in wording can be:

The nuances in description can be subtle. If you are selling cars, you can choose to talk about “better mileage” (promotion) or “lower fuel costs” (prevention). You can emphasize the “bonus” features customers get if they buy the Limited Edition, or what they’d be missing out on if they didn’t buy it. If you are offering a loyalty program at your coffee shop, should you offer 10% off each cup, or tell them that after buying nine cups they get one free? What the customer gets in the end may be the same, but how they get there – through the promotion-focused strategy of seizing opportunities to gain (e.g., better mileage, bonus features, a free cup of coffee) or the prevention-focused strategy of avoiding losses (e.g., high fuel costs, an inferior product, having to pay full price for their morning joe), can be the difference between psychological night and day. [From Use Motivational Fit to Market Products and Ideas by Heidi Grant Halvorson and Jonathan Halvorson.]

Which Approach is Best?

So which approach should you take with your product and its primary tagline? It’s simple if your product is obviously in one category or the other. If you are selling term life insurance, you will be dealing with prevention-motivated buyers; high-return but risky investments, conversely, will be purchased by promotion-motivated customers. Of course, many products fall into a broad middle ground and can be presented in either way. Toothpaste, for example, can provide “whiter teeth and fresh breath” (promotion) or “stop cavities and kill bacteria that cause gingevitis” (prevention). In these cases, the correct way to market depends more on the customer than the product.

If you can determine the motivation of the majority of your customers, that will dictate how you craft your pitch. Prevention-motivated customers mean you should adopt the “loss prevention” approach, with appropriate imagery and language. Naturally, if your customers are mostly opportunistic, you can focus on the “promotion” approach and emphasize potential gain.

Segmenting Your Customers

It’s likely that that you have BOTH kinds of customers in your target base. One safe approach would be to include both loss and gain elements, hoping for broadly based appeal. If you can, though, it would be far more effective to segment your customer base. A financial firm, for example, might find that younger investors are strongly gain oriented since they have relatively little to fear in the way of loss of existing wealth. Older investors with substantial assets who are nearing retirement, in contrast, would tend to be far more protective of what they have. Hence, direct mail or Web ads targeted at younger customers could emphasize gains and long-term growth potential, while ads for older customers would stress safety, particularly in terms of avoiding losses and preventing a reduction in future income. While that seem like common sense, understanding the motivations of each group can lead to optimal choice of wording, as we’ll see below.

Product Segmentation

Companies with many products are able to tailor individual product pitches at their likely audience. Angela Lee and Jennifer Aaker, in their paper Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion, provide an excellent example of this approach from an auto accessories website:

In promoting their Steel Horse Revolution Swing Away Bike Carrier, the persuasion claim focuses on “great looks and exceptional engineering. This bike carrier does it all” (AutoBarn.com, 2001b). However, when promoting their Deluxe Emergency Road and Safety Kit, a different approach is taken: “Don’t be stranded with a disabled vehicle without an emergency road and safety kit” (AutoBarn.com, 2001a). One distinction between the two persuasion claims is the focus on the desirable end states that would result from benefits gained (i.e., acquiring great looks and exceptional engineering by getting the bike carrier) versus the undesirable end states that would result from benefits lost (i.e., getting stranded by not having the emergency road and safety kit).

Match the Message

In one experiment, Aakers and Lee tested ad slogans that were expressed in four ways. Promotion and prevention taglines were used, and each one was tested in two forms: a “gain-framed” version that expressed the benefit in positive terms, and a “loss-frame” version that emphasizes the possibility of missing out on the benefit.

Promotion-oriented, gain-frame: Get Energized!
Promotion-oriented, loss-frame: Don’t Miss Out on Getting Energized!

Prevention-oriented, gain-frame: Prevent Clogged Arteries!
Prevention-oriented, loss-frame: Don’t Miss Out on Preventing Clogged Arteries!

The most effective messages were those in which the gain/loss framing matched the message: gain for promotion and loss for prevention (see chart). It’s particularly interesting in the “prevention” tagline test that the more awkward, wordy version outperformed the seemingly more direct and punchy one. I’d guess that few copywriters would choose the longer wording (unless they are Neuromarketing readers).

Dramatic Price Effects

Another paper, Transfer of Value From Fit, asked subjects what they would pay for a coffee mug after describing it in either promotion or prevention terms. When the product pitch matched the style of the individual, the price was much higher. In fact, when eager/gain-oriented subjects were willing to pay almost twice as much for the mug when it was described in promotion-oriented terms. Matching a prevention-oriented message with “vigilant/loss” subjects caused a 50% increase in the perceived value of the mug.

To put this research in prevention/loss terms, choosing the wrong message for the recipient could cause the acceptable price for it to be cut nearly in half.

Put it all together

The takeaway from all this is that you should maximize the match of your tagline to the nature of your product and the orientation of your customers. Your message should build on that, with promotion-oriented messages expressed in positive, gain-oriented terms and prevention-oriented messages framed in terms of loss. If your marketing style permits and if you can identify customer segments with different promotion/prevention orientations, craft different messages for each group. Similarly, companies with multiple product offerings can determine which products will perform best with each motivation strategy. Well-matched taglines will make your products more attractive and drive more sales.

More Examples

Do you have a tagline that you rewrote based on this research? Or do you see one from a major advertiser that could work better? Or are you stumped on how to fix your tagline? Leave a comment and share your ideas (and problems) with the rest of our readers! Here’s my contribution, in the form of two ways to pitch my new book, Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing:

• Promotion: Be The Company Hero: Read Brainfluence, Create Explosive Sales!
• Prevention: Don’t Waste Money, Read Brainfluence for 100 Ways to Make Your Marketing More Effective!

Simplest Way to Sell Digital Products on your website!

A jelly lithium battery has been developed that is safer and cheaper than traditional lithium-ion batteries

Scientists at the University of Leeds have paved the way to smaller, cheaper and lighter gadgets with the invention of a jelly lithium battery.

The flexible polymer gel batteries can be shaped and bent to fit virtually any device and can be made just nanometres thick at a rate of ten metres per minute.

Most portable electronics such as laptops, digital cameras, mobile phones and MP3 players rely on rechargeable lithium-ion batteries for power.

Traditionally, these batteries are based on sealed containers filled with flammable lithium-containing liquid. As well as being costly to manufacture they are potentially volatile.

To prevent short circuiting, the electrodes of these cell-based batteries are kept apart by separator elements but the polymer gel developed by the university team removes the need for this.

“The polymer gel looks like a solid film, but it actually contains about 70 percent liquid electrolyte” said Professor Ian Ward FRS, a research professor of physics at the University of Leeds. “It’s made using the same principles as making a jelly: you add lots of hot water to ‘gelatine’ – in this case there is a polymer and electrolyte mix – and as it cools it sets to form a solid but flexible mass.”

Patent manufacturing process

Professor Ward’s team has also developed a patented manufacturing process called extrusion/lamination which sandwiches the gel between an anode and cathode at high speed to create a highly-conductive strip that can be cut to any size.

The lamination process also seals the electrodes together so that there is no excess flammable solvent and liquid electrolyte.

In 2006, Dell, Toshiba, Apple and Lenovo all recalled laptops amid fears that overheating could damage their batteries’ separators and potentially result in explosion. The batteries were all made by Sony. Hewlett-Packard has recalled batteries several times since then

One Lenovo ThinkPad burst into flames at a Los Angeles airport prompted wide ranging restrictions on laptop use on planes for a period.

Apple replaced its batteries with a solid lithium-polymer but had to accept a reduction in power output. The BBC reports that the Leeds-based researchers promise their batteries perform at the level of liquid-filled batteries and are as safe as polymer ones but are just 10 to 20 percent of the price.

Professor Peter Bruce from the University of St Andrews, who was not involved in the Leeds study, told the BBC: “Safety is of paramount importance in lithium batteries. Conventional lithium batteries use electrolytes based on organic liquids; this is what you see burning in pictures of lithium batteries that catch fire. Replacing liquid electrolytes by a polymer or gel electrolyte should improve safety and lead to an all-solid-state cell.”

Leeds University has licensed the polymer gel technology to American company Polystor Energy Corporation, which is conducting trials to commercialise cells for portable consumer electronics.

The research was funded by the Engineering and Physical Sciences Research Council and Yorkshire Concept.

Materials scientists are approaching the problem of batteries from several directions. Sumitomo Electric has developed a very porous solid metal foam called aluminium celmet which meets the structural requirements of a battery and can increase the contact area between the metal and the electrolyte in a battery.