“A well told story, in some ways, is the only persuasion tactic for which we don’t have good defences… That’s why I think there is a commandment about not bearing false witness, not telling false stories, because whoever set up those commandments knew somehow that if you tell the community a false story, that’s going to stick in their brains, and they’re going to have either a false hope or a false fear, and it’s very hard to scrub that out.