Agree with all. Very well written. Author learned these truths much faster than me. Esp "profit fron difference".

One minor "yes and"...

Quote

> You’re challenging their sense of self.

More specifically, you're challenging their identity.

Further, people have identities, not beliefs.

Which is why persuassion (marketing, propganda, fads, fashion) works where agrument does not.

TBH I've struggled to accept all this squishy stuff. But it has made some things a lot easier to handle, so there is an upside.