Anti-Vaxxers and the Arts of Persuasion
People decide with their hearts and then later justify those decisions with their heads.
Once you accept this, then how you approach communications changes because all communication is about persuasion in one way or another. Learning simply to ask the question, “where is the heart in this?” can be powerful, although it can also be depressing to realize that some finely-honed argument you’ve worked on for hours is all head. (Some of my marketers learned this the hard way during creative reviews.)