What unites Trump and Obama, Pepsi and Coca-Cola, the far right and the far left? They’re all brilliant at defining their brands. They have a clear narrative. They can tell a compelling story about the world and their place in it.So much of life, of business, of social media, of political parties and social movements is shaped, these days, not by facts but by “alternative facts”, by feelings, by storylines. You, yourself, may even have a personal brand: the disrupter, the carer, the loyalist, the contrarian, the lover.Matt Jones was a political strategist and speechwriter for the British Conservative party in the early 2000s. He went on to deploy his brand expertise in the private sector, where he co-created a small gin company which was sold for a fortune less than a decade later on the strength of its brand reputation.Matt joins Josh to explore how storytelling is shaping your life more than you realise, from the supermarket to the ballot box, and how we might bring sanity back to public life. Matt’s new podcast is StoryWork.