[[David Ogilvy]], opened his must-study classic On Advertising (C.1983), by citing the Greeks: “When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’” This is the root of [[Our Eight Rules of Ad Making#Rule Number 1 Emotion Motivates People|Emotion Motivates People]], and why it's [[Steve Sandler]]'s rule number one. Of everything we learned after decades combined in advertising; it’s still motivation that matters. Always was. Think of the last “positive” political ad you saw. Let's guess: slow-motion images of a candidate posing, her clothes pressed in blue, make-up perfect, staring into the distance at something, or nothing at all.  A voice reads three issue bullets from the polling, tightly applying the [[Transitive Property of Political Reasoning]]. *“How well she speaks.” Maybe we aren't going to conquer Macedonia. But if we work a little smarter, we can get people off the couch - to do something that matters to them; to us; to the future of our republic.