My friend Ellory has been talking to me a lot about the best way to wake someone up to an idea that they are not comfortable with, an idea that causes cognitive dissonance. What he says is that we have 30 seconds to say what we want to say before the other person has time to write you off and judge you. As such, you have to concentrate your argument into one concise blow and then step back. This video is my way of approaching the question of the World Trade Center building 7 collapse (WTC 7) in 30 seconds. Obviously there are better long documentaries out there, but this one is fast enough that people might just watch it before they realize what the topic is. This isn't intended for those who already know this subject like the back of their hands... it's intended for your friends and family who have never heard of Building 7 - aka wtc7.