This is what I've always needed but never known..

I'm glad you're looking forward to it! Personally I feel there have been a great many books and popular culture narratives that have widely missed the mark in the last few decades, which is why this book is so refreshing. But we're all very much entitled to our own opinions! Peace out ✌️

Only a few chapters in and I already love it. I hope the book has all the success it deserves.

If a policy change blindsides you, having these elements in place can help you react fast. Let's hope Labour listens up!

This one works because it has:

- A strong topline backed by new data
- Case studies that show real-life impact
- Shocking anecdotes from the benefits system
- Punchy, headline-worthy quotes

When a big policy announcement is coming, journos will be actively looking for stories. A well-placed piece can force the gov to respond and make headway in shifting the debate.

Thank you Shelly 🙏

Totally agree but I would go even further and say the left also needs to be engaging with the people who are tempted towards voting reform too. There are plenty of shared concerns among these groups.

If progressive movements want to influence public opinion, they need to step outside their bubbles and use these principles

I wrote a bit more on this here: wix.to/AZ89NA9

And I'd love to hear where people have seen campaigns get this right

🤝The message comes from a trusted voice – this matters as much as the message itself. If people don’t trust your messenger, they won’t hear you

👥 It taps into shared values – people listen when something aligns with their own values, even if they don’t fully agree with your argument (yet)

🪞They see themselves in the story – people connect through personal experiences. If they can’t see how an issue affects their lives, they won’t engage.

🤯 They don’t feel backed into a corner – when people feel judged, they dig in. Change happens when there’s space for reflection, not defensiveness.

If you only engage with people who already agree with you, how do you expect to change minds?

Too many campaigns focus on what should convince people rather than what actually does. The psychology of persuasion tells us people shift their views when:

Such a good find!

Yeah but it's so warm and cosy!

Been saying this for months. My hope is they'll singlehandedly destroy the populist movement through the scale of their fuck up

Oh so good to know thanks Hannah - I will 🙂

As someone who is considering selling their shared ownership flat in London this is.. worrying! So helpful to be aware of the issues though 🙏