What stories do we tell?

Perception is reality and reality is framed through stories.

Does anybody remember the SMASH Aliens? A set of adverts focused on Martians observing people making mashed potatoes ‘the earth way’ (‘They peel them with their metal knives! Then they boil them for 20 minutes!. Then they crush them with this special device!’) instead of buying SMASH which allowed you to make mashed potatoes in 2 minutes with a cup of boiling water and a fork.

The adverts were amongst the most popular ever produced in the UK and they told a great story. Of course, the product they were advertising was mediocre at best. But the story was superb and they sold millions of packets.

Which brings me rather nicely to today’s main topic: What’s the story we tell about electric cars?

What’s the story?

Those of you who cruise social media for a lot of the time will, no doubt, have come across a short video from Rory Sutherland (famed marketer and ex-employee of top firm Ogilvy) where he tells the story of petrol cars from an EV point of view. It formed part of a longer article he wrote for The Spectator¹ (a segment of which I reproduce here)