Amid the insanity, a comment of Trump’s last week set little bells ringing…

‘…to take back our country’. Now what does that bring to mind?

While it’s doubtless overstating the case to describe a snappy slogan as ‘the’ reason for Brexit, the essential message is clear – and worth a ponder for anyone wanting to get messages across, thereby (and this is after all the point of the exercise) getting people to behave in ways they otherwise wouldn’t: KISS. Keep It Simple, Stupid.

Let’s face it, no previous president has ever had such command of the simple.