Will Storr

It's holding a mirror up to their market, their audience, saying, this is who you are. And we're so in love with our identity. We go, yes, that's me. And we flock to the product. And it's the same as what Apple did with Think Different. They just said, here you are. We see you. You're amazing. You're fantastic. And this is who you are. You are this person.

It's holding a mirror up to their market, their audience, saying, this is who you are. And we're so in love with our identity. We go, yes, that's me. And we flock to the product. And it's the same as what Apple did with Think Different. They just said, here you are. We see you. You're amazing. You're fantastic. And this is who you are. You are this person.

It's holding a mirror up to their market, their audience, saying, this is who you are. And we're so in love with our identity. We go, yes, that's me. And we flock to the product. And it's the same as what Apple did with Think Different. They just said, here you are. We see you. You're amazing. You're fantastic. And this is who you are. You are this person.

And so that's how it's manipulating us for our identity, like the very best, most persuasive ads. That's how they do it.

And so that's how it's manipulating us for our identity, like the very best, most persuasive ads. That's how they do it.

And so that's how it's manipulating us for our identity, like the very best, most persuasive ads. That's how they do it.

Absolutely right. Yeah. Yeah. So, so, so, I mean, and this is, this is, this is, you know, this is another concept that really came home to me when I was doing my research for a story as a deal. And it really made me feel like as a, as a society, we are still at the foothills of maturity in talking about issues like race, because, uh,

Absolutely right. Yeah. Yeah. So, so, so, I mean, and this is, this is, this is, you know, this is another concept that really came home to me when I was doing my research for a story as a deal. And it really made me feel like as a, as a society, we are still at the foothills of maturity in talking about issues like race, because, uh,

Absolutely right. Yeah. Yeah. So, so, so, I mean, and this is, this is, this is, you know, this is another concept that really came home to me when I was doing my research for a story as a deal. And it really made me feel like as a, as a society, we are still at the foothills of maturity in talking about issues like race, because, uh,

You know, we fundamentally hate this idea, but it's an inarguably true idea. And the idea is that people like people like them. You know, we collect into groups of like-minded people. So we're always looking out for people who are a bit like us to identify with. And so, you know, that's why, you know, race becomes a problem because white people naturally tend to flock towards white people.

You know, we fundamentally hate this idea, but it's an inarguably true idea. And the idea is that people like people like them. You know, we collect into groups of like-minded people. So we're always looking out for people who are a bit like us to identify with. And so, you know, that's why, you know, race becomes a problem because white people naturally tend to flock towards white people.

You know, we fundamentally hate this idea, but it's an inarguably true idea. And the idea is that people like people like them. You know, we collect into groups of like-minded people. So we're always looking out for people who are a bit like us to identify with. And so, you know, that's why, you know, race becomes a problem because white people naturally tend to flock towards white people.

Black people naturally tend to flock towards black people. And at its core, it isn't racism. It's human nature. And until we've sort of really grasped that, we're not going to make any progress in these sort of very difficult problems. So that's what we're kind of constantly doing.

Black people naturally tend to flock towards black people. And at its core, it isn't racism. It's human nature. And until we've sort of really grasped that, we're not going to make any progress in these sort of very difficult problems. So that's what we're kind of constantly doing.

Black people naturally tend to flock towards black people. And at its core, it isn't racism. It's human nature. And until we've sort of really grasped that, we're not going to make any progress in these sort of very difficult problems. So that's what we're kind of constantly doing.

And again, it's human nature because we're always looking for people with similar identities to us that we can cooperate with. It's that super organism nature. programming again. Nature is constantly wanting us to gather into groups of like-minded people and repel people who we think aren't like-minded. And the most persuasive storytelling understands that.

And again, it's human nature because we're always looking for people with similar identities to us that we can cooperate with. It's that super organism nature. programming again. Nature is constantly wanting us to gather into groups of like-minded people and repel people who we think aren't like-minded. And the most persuasive storytelling understands that.

And again, it's human nature because we're always looking for people with similar identities to us that we can cooperate with. It's that super organism nature. programming again. Nature is constantly wanting us to gather into groups of like-minded people and repel people who we think aren't like-minded. And the most persuasive storytelling understands that.

One of the most recent examples was from the Trump election, the one just gone, which I thought was extraordinary, where there's a concept in the book I call atomic statements, which are kind of tiny little phrases that are absolutely packed with meaning. And they're atomic because they're tiny little things, but they explode on contact with the human brain. They're so packed with meaning.

One of the most recent examples was from the Trump election, the one just gone, which I thought was extraordinary, where there's a concept in the book I call atomic statements, which are kind of tiny little phrases that are absolutely packed with meaning. And they're atomic because they're tiny little things, but they explode on contact with the human brain. They're so packed with meaning.