The United States is a nation deeply entrenched in gun culture where, for many, guns represent a distinctly American way of life built on individualism, self-reliance and personal freedom. At the same time, people in the U.S. are 25 times more likely to die by gun violence than any other developed nation in the world. Over the past four decades, the NRA has become an increasing force of uncompromising political influence, often equating gun ownership with patriotism and challenging gun control legislation as a direct attack on personal liberty. What can be done to stand up against a behemoth gun lobby whose response to tragic shootings has been to double down on its pro-gun rhetoric?