If you want people to care about their idea, make them feel something
How do we get people to care about our ideas? We make them feel something. We are wired to feel things for people, not for abstractions. Sometimes the hard part is finding the right emotion to harness.
We do not love people so much for the good they have done us, as for the good we do them.
Love does not consist of gazing at each other, but in looking outward together in the same direction.
It is not a lack of love, but a lack of friendship that makes unhappy marriages.