Our
Approach
Don’t Take The Temperature,
Change It
Conventional wisdom says we should meet people where they are, but research shows there is no one place that people “are.” When we meet them at a place of widely held values, we can move them toward more progressive solutions. Applying tools from cognition and linguistics, we uncover where people are capable of going and how to use our words, images and stories to move them.
What You Fight,
You Feed
Progressive messages often lead with “no” and “don’t.” We rely on fear and anger — reactive emotions. To sustain long-term movements, we must shift from cataloging what we’re resisting to painting a desirable portrait of the world we seek.
Engage The Base,
Persuade The Middle
If your words don’t spread, by definition, they don’t work. To break a signal through the incessant political noise requires constant repetition. That’s why our messages must persuade the middle while also energizing the base.