Rory Sutherland

In terms of just absolutely brilliant clarity, those are astonishing.

But in terms of persuasion, there are various things.

So you use generally verbs of movement.

You use verbs in preference to adjectives and adjectives in preference to adverbs, I think.

You tend to use Anglo-Saxon words rather than the Romance words for the most part without being silly about it.

you convert a feature into a benefit.

There's also an element where sometimes all you need to do is tell people a fact.

Now, I don't know any evidence about this, and I'd like to know it.

And I ask this question, which is, of the people who are anti-vaxxers during COVID, was there a difference between the people who are basically happy with the idea of a vaccine and the people who weren't, partly driven by whether you knew that vaccination dated back to the 18th century and smallpox?

In other words, it was a 250-year-old medical practice.

Or whether you thought it was some weird newfangled thing that you couldn't possibly trust.

I don't know.

But sometimes, do you ever watch Presh Talwalkar on YouTube?

You know, those mathematical puzzles, geometry puzzles?

I really recommend them because weirdly, I find myself on YouTube watching people solve mathematical equations for fun, which I never thought I'd do.

But Fresh Tell Walker, and I can't remember what it's called, something like something decisions, something.

Anyway, it's a great little YouTube channel.

It's not that little.

It's got a huge following.

And sometimes there's a geometry puzzle which looks completely impossible to solve until you just draw one extra line at which point the solution becomes obvious.