I agree that framing issues in terms of people’s values is the only way to get through to them. We often do speak to others like we’re talking into a mirror, we’re saying what we want to hear, but not applying it to the other person’s values. I think that it’s important that we try and understand the values of others and why they value those things. I think he’s a bit optimistic and some of his examples weren’t great; I don’t know many conservatives who will be convinced of protecting the environment for “moral” or “purity” reasons (that’s exactly the argument they tend to reject). What most conservatives bring up in their objections to environmental protections is that they are bad economically. Conservatives value economical prudence, so framing environmentalism in terms of future economic benefits will probably work better in convincing them.