the stories that win

John Cassidy:

To get people to turn out and vote in your favor, you also have to give them something positive to rally behind. The Leave campaign, for all its lies and disinformation, provided just such a lure. It claimed that liberating Britain from the shackles of the E.U. would enable it to reclaim its former glory. The Remain side argued, in effect, that while the E.U. isn’t great, Britain would be even worse off without it. That turned out to be a losing story.