Believe

“The thing is, ignorance is rarely the problem.

The challenge is that people don’t always care about what you care about. And the reason they don’t care isn’t that they don’t know what you know.

The reason is that they don’t believe what you believe.

The challenge, then, isn’t to inform them. It’s to engage and teach and communicate in a way that shares emotion and values and beliefs.”

Seth Godin

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