How to persuade people (hint: not by telling them they're stupid)

Professor Emeritus of Marketing Robert Cialdini helped Obama in the 2012 election and consulted Hillary Clinton's campaign. He shares what he'd advise the Democrats to do if they were to seek his help today. 

Encouraging Trump supporters that the repercussions of their votes couldn’t have been predicted and allowing them to avoid humiliation is the more effective strategy, according to Robert Cialdini, professor emeritus of marketing.

In this article on The Guardian March 9, 2018:

The bigger the mess, the less people want to believe they’re responsible for it, so they don’t register it as an error.&nbsp

— Professor Emeritus of Marketing Robert Cialdini.