Stanford business professor Chip Heath and his Aspen Institute-consultant brother Dan confirm from abundant research that the ideas that make the most immediate and lasting impact on people generally have qualities that have nothing to do with their veracity: simplicity, unexpectedness, concreteness, a measure of credibility, emotional impact, and a vivid exemplifying narrative (Made to Stick). Thus contrary ideas that are more complex, banal, abstract, equally credible, dull, and bereft of a fascinating story cannot compete—even if they have the single quality that matters: truth. (See more at: http://blog.oup.com/2014/07/butterfly-matrix-christian-epistemology/#sthash.1V6CYviA.dpuf)
Does this mean that Sophists win? Does it mean that truth does not have a rhetorical force of its own, as it were?