We often assume that a smart policy idea or important research findings carry their own emotional weight. But that’s not usually how it works. Humans are emotional creatures. Whether we know it or not, we tend to trust our feelings, established worldview, values systems, and social cues more than facts or data. That’s why if you ask a neuroscientist—or a political scientist—and they’ll tell you that the most powerful messages connect policy, facts, and findings to values and our feelings.

That means articulating why it matters. And we suggest making a “values sandwich” to do it. It’s a simple recipe you can use whether you’re giving a speech, writing an email, or training others to talk about your idea.

The sandwich reminds us to say out loud why we care and how we feel to invite others to care and to feel too. To see how it works, watch our short explainer video below.

And please share with your friends and colleagues on Facebook and Twitter.

August 21, 2017