A conversation with Anat Shenker-Osorio, founder of A.S.O. Communications, a progressive political communication bureau known for slogans such as “Don’t take the temperature, change it” and “A great message doesn’t say what’s already popular; a great message makes popular what needs to be said".

We try so hard in the regenerative (and probably any other progressive) space to work on our messaging, how to communicate, how to reach people inside our bubble and beyond. We try to speak to those within the agrochemical and food industry, to make them see how environmentally sound, healthy, and economically interesting a different food and agriculture system could be. But somehow, we haven’t gotten very far. We’re constantly out-lobbied and outsmarted by the very well-organised extractive ag industry. (No, this isn’t an evil conspiracy, but it is definitely well-organised.)

With Anat we dive deep into the world of effective campaigning, messaging, and communication. Because we’re always going to be up against a much higher budget, but let’s at least use the airspace we do have as effectively as possible.

But we’ve got news for you: most people don’t want to join the losing team. So, stop communicating like we’ve already lost. Start getting people to join the small but winning team. Don’t deny reality and never lie. But do understand what makes people listen, and more importantly, what makes them take action: consume differently, protest, organise, vote (if you can).
Because in the end, this is all about who has the power.

More about this episode.

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In Investing in Regenerative Agriculture and Food podcast show we talk to the pioneers in the regenerative food and agriculture space to learn more on how to put our money to work to regenerate soil, people, local communities and ecosystems while making an appropriate and fair return. Hosted by Koen van Seijen.

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