{"id":6,"date":"2025-04-22T14:58:15","date_gmt":"2025-04-22T18:58:15","guid":{"rendered":"https:\/\/aso.wordstowinby-pod.com\/?page_id=6"},"modified":"2025-10-06T11:29:12","modified_gmt":"2025-10-06T15:29:12","slug":"6-2","status":"publish","type":"page","link":"https:\/\/asocommunications.com\/","title":{"rendered":"Home"},"content":{"rendered":"\n
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\"Protesters
Photographer: Clay Banks<\/a> (colour grading\/touch ups)<\/figcaption><\/figure>\n\n\n\n
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Our
Approach<\/h1>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n
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\"Large
Photographer: Gonz<\/a> (colour grading\/touch ups)<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Don\u2019t Take The Temperature,
Change It<\/h2>\n\n\n\n

Conventional wisdom says we should meet people where they are, but research shows there is no one place that people “are.” When we meet them at a place of widely held values, we can move them toward more progressive solutions. Applying tools from cognition and linguistics, we uncover where people are capable of going and how to use our words, images and stories to move them.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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\"A
Photographer: Priscilla Du Preez<\/a> (colour grading\/touch ups)<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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What You Fight,
You Feed<\/h2>\n\n\n\n

Progressive messages often lead with “no” and “don’t.” We rely on fear and anger \u2014 reactive emotions. To sustain long-term movements, we must shift from cataloging what we’re resisting to painting a desirable portrait of the world we seek.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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\"A
Photographer: Saad Chaudhry<\/a> (colour grading\/touch ups\/elements altered)<\/figcaption><\/figure>\n\n\n\n
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Engage The Base,
Persuade The Middle<\/h2>\n\n\n\n

If your words don’t spread, by definition, they don’t work. To break a signal through the incessant political noise requires constant repetition. That’s why our messages must persuade the middle while also energizing the base.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Our Approach Don\u2019t Take The Temperature,Change It Conventional wisdom says we should meet people where they are, but research shows there is no one place that people “are.” When we meet them at a place of widely held values, we can move them toward more progressive solutions. Applying tools from cognition and linguistics, we uncover […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"class_list":["post-6","page","type-page","status-publish","hentry"],"yoast_head":"\nHome - ASO Communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/asocommunications.com\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Home - ASO Communications\" \/>\n<meta property=\"og:description\" content=\"Our Approach Don\u2019t Take The Temperature,Change It Conventional wisdom says we should meet people where they are, but research shows there is no one place that people “are.” When we meet them at a place of widely held values, we can move them toward more progressive solutions. Applying tools from cognition and linguistics, we uncover […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/asocommunications.com\/\" \/>\n<meta property=\"og:site_name\" content=\"ASO Communications\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-06T15:29:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/asocommunications.com\/wp-content\/uploads\/2023\/05\/OurApproach_Website.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2500\" \/>\n\t<meta property=\"og:image:height\" content=\"1667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/asocommunications.com\\\/\",\"url\":\"https:\\\/\\\/asocommunications.com\\\/\",\"name\":\"Home - ASO Communications\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/asocommunications.com\\\/wp-content\\\/uploads\\\/2023\\\/05\\\/OurApproach_Website.jpg\",\"datePublished\":\"2025-04-22T18:58:15+00:00\",\"dateModified\":\"2025-10-06T15:29:12+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/asocommunications.com\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#primaryimage\",\"url\":\"https:\\\/\\\/asocommunications.com\\\/wp-content\\\/uploads\\\/2023\\\/05\\\/OurApproach_Website.jpg\",\"contentUrl\":\"https:\\\/\\\/asocommunications.com\\\/wp-content\\\/uploads\\\/2023\\\/05\\\/OurApproach_Website.jpg\",\"width\":2500,\"height\":1667},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#website\",\"url\":\"https:\\\/\\\/asocommunications.com\\\/\",\"name\":\"ASO Communications\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/asocommunications.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#organization\",\"name\":\"ASO Communications\",\"url\":\"https:\\\/\\\/asocommunications.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/asocommunications.com\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ASO_Logo_FullLength_2_Color-1.jpg\",\"contentUrl\":\"https:\\\/\\\/asocommunications.com\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ASO_Logo_FullLength_2_Color-1.jpg\",\"width\":954,\"height\":289,\"caption\":\"ASO Communications\"},\"image\":{\"@id\":\"https:\\\/\\\/asocommunications.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Home - ASO Communications","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/asocommunications.com\/","og_locale":"en_US","og_type":"article","og_title":"Home - ASO Communications","og_description":"Our Approach Don\u2019t Take The Temperature,Change It Conventional wisdom says we should meet people where they are, but research shows there is no one place that people “are.” When we meet them at a place of widely held values, we can move them toward more progressive solutions. 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