In which Peggy steals a line she learned from Don. I love the line and the idea behind it. "If you don't like what they're saying, change the conversation."
Advertising, ultimately, is all about communicating ideas. Changing the conversation means more than merely shifting the focus from one subject to another. You hear that accusation made all the time when having a political debate. "Now you're changing the subject!!!" Yes, it can be taken as a sign that somebody is losing an argument.
But beyond that, however, is the idea that if you want to win a messaging war then you first must pick your battles. Picking your battles includes selecting the right place (in real terms) or the right subject (in rhetorical terms) in which to have the conversation. In other words, don't let the other side maneuver you into an area where they have the advantage. Make sure you are the one maneuvering them.
Don't accuse others of things you can't prove or that they can defend easily. Avoid using words and assumptions that can blow up in your face. Use their words against them and give them no opportunity to successfully defend themselves. Make them run away from their own position and that's how you win.
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