In 2020, obama and springsteen realised they both use the same formula for writing speeches and songs that resonate with people.

It’s ‘acknowleDge the truth and give me hope’.

We have stolen that formula.

It is the rule we use for making things interesting. It involves truly understanding how people feel about your product, your category, and the world at large, acknowledging that, and then giving those same people grounds to believe that something amazing could happen.