We spend a lot of time trying to change other people's minds on all sorts of subjects. Does it work — but just a little, or maybe not at all? How we attempt to shape the opinions of others matters, and as it turns out, there's a science behind how to do it well. Moira O'Neil, Senior Vice President of Research Interpretation at the FrameWorks Institute, joins us to explain how we can best communicate around contentious issues, and do so in a way that builds progressive change.