As an erstwhile advertising man I have to admit that in sixteen years of persuasive promoting I never came across a claim that “There could have been a lot wrong with this product that isn’t”. Might it perhaps seem a rather desperate attempt at pre-disaster recovery? Maybe Apple will try it for the new slim mobile whose sales are dragging their heels as they find that ‘nearly invisible’ isn’t such an appeal after all. Britain’s Chancellor, Rachel Reeves, is relying on the approach to save the wreckage she anticipates for her imminent, limping Budget.
I’m deliberately writing this on the eve of the critical event because, as a British Citizen, I genuinely hope I shall be proved wrong. There is also that wistful wish that what emerges will be a strong, forceful leadership. Britain is a beautiful island, the kindest country in the world, the home of many of my family and the source of some of the greatest thinking humanity has ever had. Its politics have degenerated into a popularity contest without the necessary backbone.
Mobs will always bully if they think they can get away with it. We are rapacious creatures with a taste for political blood. That’s why we adopted leaders, just like the animal kingdom. We may be technologically cleverer than animals but we still have the animal traits from which we developed. The skillful leader has to balance our instincts with our fearsome progress.
In the recorded history of humankind there has never before been such a need for firm guidance from those who are gifted enough to see beyond the immediate opportunity or threat. The British Chancellor has an occasion to show what unwavering courage Brits can produce when their backs are to the wall.
I know about it. I saw it in 1939.
Good morning
John Bittleston
Your comments welcome at [email protected]
24 November 2025
