First of all, there's this idea that the facts are the narrative.

Well, the idea that all you have to do is explain facts to people and they'll work out the narrative for themselves.

Narratives are always moral, in the sense of promoting certain kinds of behaviour and discouraging others. But where the Left attacks very specific behaviours, the Right works by promoting feelings first and then adding a narrative wrapper around them.

It's literally Pavlovian conditioning. Make people scared about their jobs and tell them immigrants are coming to take them from them, and in no time you'll have people who hate immigrants.

It's like I said yesterday about 'show don't tell.' It's not just the bedrock of fiction, it's the bedrock of all story-telling, which makes it the bedrock of all politics and economics too.

The mistake the Left makes is putting the feelings last. That's why most campaigns are so ineffective - campaigners feel the outrage, but it's rarely communicated in a way that people who aren't already persuaded can get personally excited about.