values and priorities — tune to theirs

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Most people argue by making points tuned to our own priorities. You change minds on an issue when they see it in a new light within their existing values and priorities. For example, if you're a pacifist-leaning environmentalist talking with a Republican, you might find stories and messengers tuned to the problems the military will face from global warming.

Article review: We've gone so far we don't even recognize capitalism.