How do you communicate information to score a sale or bag a vote? You do it by building a simple coherent narrative that you can ‘sell’ with confidence. You scare people about their losses if the status quo is threatened (as will happen if you ‘vote for the opposition’), and you frame your arguments for maximum salience to your target group. These are some of the lessons available if you understand the cognitive biases in how we think. Nobel laureate Danial Kahneman has spent his life unravelling this puzzle.