PARADIGMS

We are all persuaded by evidence that fits the paradigms governing our own behaviour. Paradigms (another name might be mindsets) are the deep values by which we live. They are the patterns through which we see reality and make sense of our lives. They might be:

Paradigms often reveal themselves in what people say if you asked them what they think is 'true'. Imagining what your target audience might think about the 'truth' of your issue is a good way to start discovering their paradigms.