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Yep, the aha is about sensing new possibilities for agency or experience I think. Most attempts to make someone care end up as attempts to scare, increase anxiety, worry, etc.
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Replying to @dreederer and @vgr
It’s not that he doesn’t care, it’s just that explaining how terrible something is doesn’t inherently move people to care because it doesn’t motivate them to think differently (no light goes off) — esp true of a pattern that seems increasingly ubiquitous. Can be anti motivating