You don’t have to sell it. If you build the right economic framework, people sell it to themselves merely by living and attempting to thrive. That’s how we got where we are — nobody “sold” neoliberalism to the current generations. Instead, economic institutions were created that gradually made neoliberal subjectivity a natural way of being. So in the end, ideas like an audit culture in the NHS that places clinicians subordinate to managers (to pick one example at random) just feel like obvious things to do, not new concepts that have to be sold. It’s pretty clear to me what kinds of alternative economic frameworks would create subjectivities more attuned to equality, community and environmentalism. That’s the roadmap. What isn’t obvious is how you would start to implement any of those frameworks starting from here, because all the power relations work against it. In short, the ability to make things happen is held by those who have the most to lose from the change.