When I say the word hope, I can hear some of you out there sighing through the internet tubes. And honestly, fair enough. In our field right now, hope can sometimes get packaged up like a vague platitude or a promise that misses the point. 

But, hear me out. Today, I’m talking about the kind of hope that’s fierce and very, very practical. 

Data consistently tells us that messaging has to trigger a sense of hope if you want to make sure your audiences don’t default to defensiveness.  

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