“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.](https://cdn.statically.io/img/i0.wp.com/pluralistic.net/wp-content/uploads/2023/09/24a16-1jz-m6lonwbizfdo-7edwqw.jpeg?w=840&ssl=1)
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.