One of the journalist’s techniques is to try to start where you think your reader already is, with some piece of knowledge they’re already got, and then lead them to a new place. For me, that often means retracing my own path. I started years ago thinking it was crazy to grow alfalfa in the desert. Squandering water on a cow? Really?
Island Press has posted Chapter 2 of my book as a teaser – watch how I try to shift the frame, to argue that alfalfa actually makes sense. Of course the entire book is worth reading and you shouldn’t stop with one chapter and should buy copies for all your family and friends.