“Everybody hates this idea, so it must be great.”

A pizzaburger: a fat, juicy beef patty with lettuce, onion and tomatoes, sandwiched between two crudely photoshopped pizzas.

I encountered the work of political communications strategist Anat Shenker-Osorio through The Persuaders, an important book about how people change one another’s minds that Anand Giridharadas published in 2022.

Shenker-Osorio helps politicians and movements develop “messages,” but unlike the tradition concept of messaging as a way of bypassing the audience’s critical faculties, Shenker-Osorio wants to engage them.

That is, rather than tricking you into supporting an issue by, say, linking it with motherhood and apple pie, Shenker-Osorio wants to actually convince you that a given issue deserves your support.

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