What if the reason your message isn't landing has nothing to do with your evidence, and everything to do with your framing?

In this episode, communications and messaging specialist Gemma Pitcher breaks down the science of values-based messaging and why most advocates, nonprofits, and changemakers are accidentally undermining their own cause.

We cover:

• Why facts alone rarely change minds (and what actually does)
• How to frame your message around shared values that no one can argue against
• The common mistake that hands your opponents control of the conversation
• Why repeating a lie to debunk it only makes it stickier
• How to respond to misinformation without reinforcing it (the "Truth Sandwich")

Whether you work in advocacy, communications, HR, change or leadership, this episode will change how you think about persuasion and influence.