Thank you for a great post and very relevant questions. I feel, in devising communication strategies for change we have to also look at the larger structures impacting the individual. The cultural, contextual elements which are difficult to quantify and ope-rationalize from a "rational" perspective. Aspects such as "structural violence", "alternate narratives", "engagement with invisible voices" have to form part of the strategy. And a constant open-ness to change and being critical and reflexive about your own efforts. I love the rational framing and look for logic in many actions as the "housing scam" you mentioned above. But the individual and collective action resulting in "selling" cannot be explained by these frames alone. It is connected to other structural and agentic issues which have to be engaged with. Change is a complex phenomenon and we are addressing parts of it at any time while hoping for the whole.