Will Storr

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.

And you can see lines of movie dialogue, like, we're going to need a bigger boat, is an atomic statement because it's the entire movie packed into a to a line. Houston, we have a problem. It's an atomic statement. These are the lines that we love and we repeat and become iconic because they're atomic. They're packed full of meaning. And the best advertising lines are like that. Just do it.

And you can see lines of movie dialogue, like, we're going to need a bigger boat, is an atomic statement because it's the entire movie packed into a to a line. Houston, we have a problem. It's an atomic statement. These are the lines that we love and we repeat and become iconic because they're atomic. They're packed full of meaning. And the best advertising lines are like that. Just do it.

And you can see lines of movie dialogue, like, we're going to need a bigger boat, is an atomic statement because it's the entire movie packed into a to a line. Houston, we have a problem. It's an atomic statement. These are the lines that we love and we repeat and become iconic because they're atomic. They're packed full of meaning. And the best advertising lines are like that. Just do it.

It's packed full of meaning. It's a story about what Nike stands for. Just do it. It's fantastic. And politicians use these to great effect too. In the book, I write about Project Fear and Take Back Control, which are very successful for the

It's packed full of meaning. It's a story about what Nike stands for. Just do it. It's fantastic. And politicians use these to great effect too. In the book, I write about Project Fear and Take Back Control, which are very successful for the

It's packed full of meaning. It's a story about what Nike stands for. Just do it. It's fantastic. And politicians use these to great effect too. In the book, I write about Project Fear and Take Back Control, which are very successful for the

brexit leave campaign but after the book was finished there was this other incredible atomic statement that came out of the trump campaign which was kamala is for they them trump is for you which you know even the people that came up with it was staggered by how successful it was you know kamala's own um research team um figured worked out that it had created a 2.7 shift in the election race just that line alone so you know that's a story and and it's a story that that that that millions of americans immediately understood um

brexit leave campaign but after the book was finished there was this other incredible atomic statement that came out of the trump campaign which was kamala is for they them trump is for you which you know even the people that came up with it was staggered by how successful it was you know kamala's own um research team um figured worked out that it had created a 2.7 shift in the election race just that line alone so you know that's a story and and it's a story that that that that millions of americans immediately understood um

brexit leave campaign but after the book was finished there was this other incredible atomic statement that came out of the trump campaign which was kamala is for they them trump is for you which you know even the people that came up with it was staggered by how successful it was you know kamala's own um research team um figured worked out that it had created a 2.7 shift in the election race just that line alone so you know that's a story and and it's a story that that that that millions of americans immediately understood um

a certain kind of American who were incredibly frustrated and fed up with the kind of, you know, with the kind of era of wokeism. And so, yeah, that was another example of incredibly powerful persuasive storytelling that appeals to identity.

a certain kind of American who were incredibly frustrated and fed up with the kind of, you know, with the kind of era of wokeism. And so, yeah, that was another example of incredibly powerful persuasive storytelling that appeals to identity.

a certain kind of American who were incredibly frustrated and fed up with the kind of, you know, with the kind of era of wokeism. And so, yeah, that was another example of incredibly powerful persuasive storytelling that appeals to identity.

Yeah, exactly. So you look at the Gillette ad campaign where they were trying to appeal to men by calling men abusers and harassers. It's like lemmings all over again. You're not going to make people happy by removing their status, by telling them a story that they don't want to believe. It's the Bud Light campaign, giving a...

Yeah, exactly. So you look at the Gillette ad campaign where they were trying to appeal to men by calling men abusers and harassers. It's like lemmings all over again. You're not going to make people happy by removing their status, by telling them a story that they don't want to believe. It's the Bud Light campaign, giving a...

Yeah, exactly. So you look at the Gillette ad campaign where they were trying to appeal to men by calling men abusers and harassers. It's like lemmings all over again. You're not going to make people happy by removing their status, by telling them a story that they don't want to believe. It's the Bud Light campaign, giving a...

you know transgender woman i'd like to drink you know that that that's a story you know we know that this person stands for wokeism and wokeism is at its core um you know if we're honest about what wokeism is at its core one of the things it is is a movement against straight white men so you know straight white men were the were the market for for bud light so that that was a ridiculous thing to do and it exploded in their faces and also tesla you know you know that you know tesla's

you know transgender woman i'd like to drink you know that that that's a story you know we know that this person stands for wokeism and wokeism is at its core um you know if we're honest about what wokeism is at its core one of the things it is is a movement against straight white men so you know straight white men were the were the market for for bud light so that that was a ridiculous thing to do and it exploded in their faces and also tesla you know you know that you know tesla's

you know transgender woman i'd like to drink you know that that that's a story you know we know that this person stands for wokeism and wokeism is at its core um you know if we're honest about what wokeism is at its core one of the things it is is a movement against straight white men so you know straight white men were the were the market for for bud light so that that was a ridiculous thing to do and it exploded in their faces and also tesla you know you know that you know tesla's

stock prices collapsed. It's partly because of the tariffs, but their sales have dropped massively across Europe, which isn't because of the tariffs. And that's because the story that Tesla stands for has been polluted by Elon Musk's behavior in the last 18 months and his alignment with the Trump government.