Introducing the eGRIP Framework

If facts were enough, everyone would already be vegan, right?

We think the facts are on OUR side — but no one’s listening — what then?

This week, Michele explores why information alone so often fails to change hearts or habits, and what behavioral science says to do instead. 

Drawing on the research of cognitive neuroscientist Gleb Tsipursky, whose EGRIP framework (Emotions, Goals, Rapport, Information, Positive Reinforcement) explains how minds actually shift, Michele shares practical tools for calmer, more compassionate conversations — especially around vegan and plant-based choices.

Whether you’re navigating holiday dinners, family debates, or the classic “I could never give up steak” moment, you’ll learn the single “magic question” proven to open minds and lower defenses — and discover why curiosity always beats convincing.

In this episode:

• Why facts backfire when they threaten identity or belonging

• Gleb Tsipursky’s science-based EGRIP sequence for persuasion

• How to use one powerful question to spark openness

• What to say (and not say) when loved ones dismiss your choices

• Why humility and patience are your most persuasive tools

Listen if you want to: …have kinder, calmer, more effective conversations about veganism, climate, or any polarizing topic — and stay connected to the people you care about most.

KEY TAKEAWAYS

• Facts can backfire when they threaten identity, belonging, or self-image.

• Belonging > Being Right. People defend group identity before rational truth.

• Gleb Tsipursky’s EGRIP framework offers a step-by-step approach:

1. Emotions – acknowledge feelings.

2. Goals – find shared aims (health, family, planet).

3. Rapport – connect before you correct.

4. Information – share facts only once curiosity is open.

5. Positive Reinforcement – thank and encourage openness.

• The magic question: “I was interested in what you’re saying. Can you tell me more about what YOU think?”

• Curiosity lowers threat; correction raises it.

• Effectiveness > Righteousness. Presenting information patiently models the values you want to share.

• Model the long game. Facts didn’t make most of US vegan overnight either.

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