Every politician, or anyone trying to persuade anyone else of anything, faces two make-or-break moments: the moment before they say a word, and the moment they do.

We turn to that second moment here.

And to "Don't Mess With Texas." You probably know the slogan, but you may not know that it represents one of the most successful persuasion projects in history. There are many reasons for that, but among the most important is the power of one word.

Full transcript and links at Substack and DastardlyCleverness.com.