The continued existence of lawyers, speech-writers, poets, and sundry other professions confirms that how you say something can be as powerful as what you say. However, this talk provides evidence and a way to apply the technique without spending years in study and practice; and does so in an (appropriately enough) accessible and engaging fashion.
Of course, speaking in the language of the person you wish to reach agreement with is as old a technique as the bilingual secretary or guide. And, as with foreign languages, it’s an obvious thing to do in the abstract, but a very much harder thing to do when you suddenly encounter a new tribe. So, how does one speak political truth in the language of the other?
Perhaps a start lies in an opposite of the reason one wishes to stir others to action? If a measure would help the poor, then consider ways it would be good for the wealthy. If a policy would help the disadvantaged abroad, then consider ways it would benefit this country.
Or begin with the worst reason to do something one can think of. How does your truth strengthen the case of a group you dislike? Maybe you have an ally in an unexpected place. How does your idea weaken the case for something you want? Perhaps it’s better to spend money on the workers of this country than not spend it at all. Why does someone’s reason matter? It might not steal the benefit from the needy if a step is taken to bolster a nation’s reputation rather than out of selfless service.
Some of the ideas produced might seem actively unethical rather than merely poor, but – if we seek to language to influence the Other – considering reasons that definitely wouldn’t influence someone who thinks like we do is a good place to start.