that it’s most effective. We can change our evidence procedures by manipulating their submodalities, as we’ve done throughout this book. When values conflict, the real conflict is often between one of many evidence procedures. We can turn down the picture and the sound in such a way as to make the conflict unnoticeable. In some cases, we can even change the values themselves. If you have a value you wish were higher on your hierarchy, you can change its submodalities so it’s more like those at the top of the hierarchy.
