If they only thought like you, of course, and knew what you know, then there wouldn’t be a problem.
The challenge doesn’t lie in getting them to know what you know. It won’t help. The challenge lies in helping them see your idea through their lens, not yours. If you study the way religions and political movements spread, you can see that this is exactly how it works. Marketers of successful ideas rarely market the facts. Instead, they market stories that match the worldview of the people being marketed to.
RTWT. That’s why we have to think very carefully about messaging. Lots of people got angry at NRA for “enforce the laws on the books,” who in my opinion were falling victim to this kind of problem when it comes to marketing ideas. Most people do not have a constitution theory on gun rights. They might say they support the Second Amendment, and in some form they do, but they don’t really have a strong theory about it. You’re not going to get them to think too hard about it either, because they really just don’t give a shit. There’s two ways to deal with that, one productive and the other unproductive. The unproductive way is to just get angry with them, and write them off as stupid fools. The productive one is, as Godin says, making arguments “that match the worldview of the people being marketed to.” Â That doesn’t have to mean sacrificing our constitutional theories, but it does mean having to use language and arguments that ordinary people can relate to. That helps suck energy from our opponents’ world view, and make it less appealing, which does have real value.