I try to reduce, in the book down to something that we could talk about easily, which isr beliefs, attitudes and values. Beliefs being estimations of whether or not something is or is not true, info ation. An attitude is an evaluation of something as good or bad, positive or negative. And a value is where you would position something in the sort of hierarchy of where you should put your your effort or your resources. All these techniques will work - just have to tweak them a bit depending on what it is you're trying to effect.