You should make it personal, whatever it is. This is the latest lesson that Chinese people showed on their action to Chinese government. It can apply to your world as well. Ditch those five w journalistic neutral crap. Every action is initiated by a person, not an institution, nor a company, nor an organization. If you read a news but in the end you don’t find a single person accountable, you’re just fooled by the so-called journalist. The fall of traditional media is often lamented by those soft elites who’s indulged in their good old days of privilege. I don’t like TikTok and all those short videos, neither do I use them. But I am happy to see those traditional media being rejected by the trend of the world.

So imagine when traditional media disappeared, what’s next ? Here’s the case of China, which allows you have a preview. On September 3rd, Reuters accidentally captured and broadcast on live the the conversation between Putin and Xi Jinping walking on the red carpet towards the stage in the forbidden city. Their small chat is about age, as both of them are in their 70s. And they’re joking that with nowadays’ technology, they could live up to 150 years. If they were just two normal grandpa talking on the bench in the garden downstairs your apartment. You’d laugh it out and maybe feel a little pity about these two ignorant old men. But, we all know who they are, we made it personal, at least, on Chinese side, Chinese people dig up an ads of a military hospital in Beijing around 7 years ago, which is about promoting their research on extending the leaders’ life into 150 years old. The blatant ads was took off within a week, as it irritated the non-leaders mass majority. But you can find a clue why Xi Jing pin pinpointed the exact number of 150 in his small chat.