If there were one book I would want people to read on how to make a vegan world it would be this one.

Cooney takes an approach I think we could do with a lot more of in our movement. Using science and data he looks at what these tell us about the most effective strategies for opening people up to a more compassionate diet and way of thinking.

Reasoning our way to changing people can only take us so far, because people are often unpredictable and unreasonable. Truth is often counter-intuitive, so we need to take the approach of science; come up with a hypothesis then test the hypothesis, especially by trying to prove it wrong.

It is not that I don't have some queries about being so strategic. Whilst we can use people's cognitive biases and nudge them towards what we want, this route is also open to those with far more resources than we have. Ultimately we have to appeal to their intellect, and as unfashionable as that seems these days, I am in agreeance with Freud when he said the voice of the intellect is soft, but it is persistent.

This is another must-read, perhaps the must-read for anyone who has been thinking about these sort of things and needs to know what science there is in the area. I hope it inspires some to go into our Universities and provide more data on the areas we are still unsure about.