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David_Gerard comments on The Truth about Scotsmen, or: Dissolving Fallacies - Less Wrong
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You have to sell your idea. Some people have an immediate "ugh" reaction to the idea of selling anything in any way, but there are plenty of white-hat means to do so, e.g. 1 2. This is a completely different skill to debating. It's attracting people to your idea rather than pushing it on them. To herd cats, first work out the local value of tuna.