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You've just got to make at least one part of the subject appeal to the students. I once went to watch a football match. Once, and once only. Within about 2 minutes of the whistle being blown, I had lost interest in the match itself but I was interested by the crowd; the chants they were shouting and their behaviour towards one another. It was this aspect of being at a football match that interested me; not the game itself. Could we be more open in the classroom to the possibility that a student might be more fascinated by (and therefore more motivated by) a more abstract element of our subject than we might expect?