Many times on this blog I’ve referred to the importance of covering moral arguments in communications with the public. I’ve even paused to nit pick Steve Baker and Allister Heath on this, not because I hope to change how they act at the elite end of the movement, but because from down hear where there is no money and less time it’s vital to put forward ideas and spark discussion about how to do activism efficiently. That means having the most impact for the least effort.

Today I’d like to share this video which deals with how to structure arguments to make an idea or product cross the chasm and gain widespread appeal. My own opinion that we should include moral arguments is undermined by this speaker who insists we should start with them.