How can we improve our messaging to win more support?

http://www.commondreams.org/view/2010/09/02-11

Here is a link to a great site - Commondreams - and an article by George Lakoff discussing the need to frame the Progressive message in moral, not policy, language.  He makes a lot of sense to me.

What do you think? 

Can we list the moral values of our arguments for peace and sustainablity?