There seems to be a common thread around Governments' pronouncements around Brexit and COVID19 that creates uncertainty and confusion; and that is the ambiguous nature of much of the messaging. We are asked to believe what Government tells us, but find it hard to do so where what we are being told could be interpreted this way or that, and words are not followed through with effective action that would demonstrate certain commitment to a shared goal. Result? Rather than taking back control, there is a sense of drift and lack of direction. In the worst examples this has lead to wilful disregard of any authority, and message.