Deep Canvassing Quotes

“I couldn’t shake the idea that I, too, was probably one conversation away from changing my own mind about something, maybe a lot of things. But I also recalled how many conversations I’d had that only made my convictions stronger. I thought about the truthers and all the conversations they had in New York. I wondered what made these interactions different.
In the training, after the videos, Laura handed things over to Steve, and I got my first clue. He opened by telling the crowd that facts don’t work. A serene man with a gentle and patient spirit, Steve put away his persistent smile and raised his voice to address the audience on this point.
“There is no superior argument, no piece of information that we can offer, that is going to change their mind,” he said, taking a long pause before continuing. “The only way they are going to change their mind is by changing their own mind—by talking themselves through their own thinking, by processing things they’ve never thought about before, things from their own life that are going to help them see things differently.”
He stood by a paper easel on which Laura had drawn a cartoon layer cake. Steve pointed to the smallest portion at the top with a candle sticking out. It was labeled “rapport,” the next smallest layer was “our story,” and the huge base was “their story.” He said to keep that image in mind while standing in front of someone, to remember to spend as little time as possible talking about yourself, just enough to show that you are friendly, that you aren’t selling anything. Show you are genuinely interested in what they have to say. That, he said, keeps them from assuming a defensive position. You should share your story, he said, pointing to the portion of the cake that sat on top of the biggest layer, but it’s their story that should take up most of the conversation. You want them to think about their own thinking.
The team tossed out lots of metaphors like these. For instance, Steve later said to think of questions as keys on a giant ring. If you keep asking and listening, he told the crowd, one of those keys was bound to unlock the door to a personal experience related to the topic. Once that real, lived memory was out in the open, you could (if done correctly) steer the conversation away from the world of conclusions with their facts googled for support, away from ideological abstractions and into the world of concrete details from that individual’s personal experiences. It was there, and only there, he said, that a single conversation could change someone’s mind.”
― David McRaney, How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion

“Before scientists began researching the Leadership LAB’s technique, few studies supported the possibility that campaigns could change voters’ views on polarized, partisan, politically controversial issues, especially not with door-to-door canvassing.
The academic literature in political science is aggressively pessimistic in this regard. In their book Get Out the Vote! , political scientists Donald Green and Alan Gerber examined more than one hundred published papers detailing attempts to influence voters’ opinions with mailouts, canvassing, phone calls, and television ads. Green and Gerber concluded it was highly unlikely any of them made any impact. Zero. In the rare instances in which a communication technique did alter people’s opinions, people tended to revert back to their original position within a few days after their social networks reasserted their influence.
Fleischer paid Donald Green a visit at Columbia University and showed him what the LAB had been up to over the last few years. After seeing some of the videos, Green was astonished.
“One day, Dave announced to me that he thought that he had had this insight,” Green told me. “He had found what was lying behind resistance to same-sex marriage and what kinds of things could encourage a change of opinion. I, being the skeptical sort that I am, said that you really need to test it rigorously before I, or anyone else, is going to believe you.”
― David McRaney, How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion