People are often unmoved by dispassionate logic, peer-reviewed research and statistics, but in fact are swayed by ego, emotion, self-interest and identity. If we want our public discourse to succeed in changing attitudes, Gordon-Smith insists, we have to ditch our idealized, sterile picture of persuasion and be more sensitive to how people behave in real life. Gordon-Smith’s silence on what rationality requires of us – might seem like a shortcoming, but in the end it is strategic. She debunks easy answers while shrewdly adopting a position of intellectual humility. She thinks we are ignorant of rationality’s demands, and “very close to the edge of what we know how to talk about at all sensibly”. It is sometimes held that rationality defines us as human, a claim written into our species name, Homo sapiens. If this is right, it follows from Gordon-Smith’s witty, intelligent book that, like the people she profiles, we do not really know who, or even what, we are.

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