If you find the conversation frustrating when your guests use subjective, emotional arguments, the most recent post at PoultryCast could offer insight. Shawn Lawrence Otto is an author, filmmaker, political strategist, speaker, science advocate, and screenwriter and co-producer of the movie House of Sand and Fog. He was also keynote speaker at the recent Animal Ag Alliance Stakeholder's Summit, sharing thoughts on the dissonance between consumer perception and science reality. Curious on how to deal with that gap? He offers suggestions to better understand the soft side of that argument and win the day.