“Present Content and Desired Content One should begin by determining what is the present (current) content—be it an idea, a concept, a story, a theory, a skill—and what is the desired content. Once the desired content has been identified, the various competing countercontents must be specified. The more explicitly one can lay these out, the more likely that one can arrive at a strategy suitable for mind changing in the particular instance. Both contents and countercontents may be presented in various formats.”