'Peace' as the trump card
Luntz report for The Israel Project (2009): 'the most positive, powerful message in Israel's language arsenal is peace. It's the trump card.'
How it works
When the substance is unsellable — Luntz found settlement arguments failed with every audience tested — the instruction is to change the subject to peace, hope, and process. Process talk has no map, no date, and no obligation, so it can absorb any question indefinitely.
How to recognize it
Every hard question gets answered with aspiration: 'we all want peace,' 'if only there were a partner,' 'negotiations without preconditions.' Nothing concrete is ever conceded or committed.
How to answer it
Convert aspiration into one checkable fact. 'Peace is good — settlements tripled during the peace process. Which one is policy?' A date and a number puncture process talk faster than any speech.