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...