With the sound off | Seth’s Blog


If you’re watching a YouTube clip or a talking head, you can probably tell whether or not you disagree with someone even with the sound off.

And we judge a book or an article on the layout and appearance long before we’ve read all the words.

Human beings invented symbolic logic to make complex arguments based solely on the concepts in evidence. It’s a particularly advanced form of discussion, one that no other species is particularly good at.

And we’re not good at it either.

Bloviation, genre, anger, cultural identity and the transference of emotion all show up in our brands long before we’ve processed the rational truth of what’s being discussed.

This is worth keeping in mind when you’re trying to persuade someone of your point of view. And even more important when someone is trying to persuade you.


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