If you’ve ever wondered why politicians so often sound alike—why their speeches and ads recycle the same tired words and phrases—it isn’t an accident. It’s a strategy grounded in the way Americans express themselves in terms of values, opinions, and attitudes.

Values are the foundation. They are widely shared and rarely change. Across political lines, Americans want fairness, justice, opportunity, safety, and decency. Speaking at the values level unites people.

Opinions are less stable. They reflect how people believe society should achieve those values. We may all want fairness, but one group sees it through free markets, another through government regulation. Opinions divide people more easily than values.

Attitudes are the most volatile. They swing by the hour, shaped by headlines, moods, and social media feeds. Attitudes stir passion in the moment, but they do not build lasting consensus.

Traditionally, politicians understood this. That’s why the language of politics was once rooted in values. Words like freedom, justice, community, fairness—simple, shared, and durable—allowed leaders to build broad coalitions.

But today, the model has shifted. Modern political rhetoric has prioritized opinions and attitudes over values. Social media platforms reward outrage, partisan primaries create ever-sharper divisions, and the result is a political culture that is acrimonious and chaotic. It may serve the ends of certain political figures, but it is poisonous for anyone else seeking lasting credibility or trust.

Corporate leaders should take note. If you mimic the tone of today’s politics—chasing every fleeting attitude or staking out narrow opinions—you risk alienating the very audiences you need to reach. The smart path is to communicate at the values level. Anchor your message in what your stakeholders already believe deeply: fairness, integrity, responsibility, innovation, respect. From there, you can carefully guide people toward your position without triggering division or backlash.