Telling stories is what we all do, but if you want to be heard you need to use a common language. Otherwise, we will all just keep on preaching to the choir.
If you are wondering how Brexit happened, how Trump is happening, or any of the other bewilderingly hateful, rampantly ignorant ideologies that are swarming through the hearts and minds of whole nations on the planet. Well, we need to ask which wolf we’ve been feeding.
We in the media are so used to “selling” our brands – be they ideas, people, products or news – that we are poisoning the very font we want our audience to drink from.