"Right now the ratio between income tax and total income for the state gives an index that--"
"Yeah," I said, "I heard the speech. But they don't care about that. Make 'em cry, make 'em laugh, make 'em thing you're their weak erring pal, or make 'em think you're God-Almighty. Or make 'em mad. Even mad at you. Just stir 'em up, it doesn't matter how or why, and they'll love you and com back for more. They aren't alive, most of 'em, and haven't been alive in twenty years. It's up to you to give 'em something to stir 'em up and make 'em feel alive again. Just for half an hour. That's what they come for. Tell 'em anything. But for hot Rob's sake don't try to improve their minds." (All the King's Men, by Robert Penn Warren)
Forget all the numbers, facts, improvements in ROI, etc. Make them feel.
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