"Our major point is simple. Messaging is about thinking, not just language. To get language right, you have to understand the thought it conjures up."
While the book is relatively short, the authors cover some very dense ideas and concepts. In the end, I came away with one overriding idea: Rather than using reason to argue against conservative ideas, we must use new language to change the ideas themselves. By that I mean changing our perspective. Retirement benefits, for example, are NOT benefits. Pensions are deferred payments for work done over a long period. I plan on making a vocabulary list and trying to use the replacement word or phrase whenever possible!