keep it simple. keep it short. show a clear injustice. provide a solution. don’t blame the audience. don’t think of an elephant. relate to people’s every day experience. stories more than stats. “pick the target, freeze it, personalize it, and polarize it.” set the terms of debate: choose a story, tell it, stick to it. the opposite of being controversial is being ignored. show don’t tell. repeat – you have to cram it so far down everyone’s throat that. some people feel sick. repeat – you have to cram it so far down everyone’s throat that. some people feel sick. repeat – you have to cram it so far down everyone’s throat that. some people feel sick. repeat – you have to cram it so far down everyone’s throat that. some people feel sick. repeat – you have to cram it so far down everyone’s throat that. some people feel sick. it has to be face to face at least once. the messenger matters. campaign in poetry.

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