It’s interesting to observe how carefully mid-20th-century politicians approached shaping the expectations of their electorate and how easily today’s politicians use and irresponsibly fuel expectations, pushing society into a chasm of disappointment.
Winston Churchill’s speech on May 13, 1940, in the House of Commons:
“I have nothing to offer but blood, toil, tears, and sweat. We have before us an ordeal of the most grievous kind. We have before us many, many long months of struggle and of suffering. You ask, what is our policy? I will say: it is to wage war, by sea, land, and air, with all our might and with all the strength that God can give us; to wage war against a monstrous tyranny, never surpassed in the dark, lamentable catalogue of human crime. That is our policy.”
Everything is clear, expectations are set, no rose-tinted glasses, any outcome better than expected is a victory. Any worsening of the situation is understandable and foreseeable. No flirtations with promises of radical improvements like “Spring will come, and we’ll plant,” no “Everything will be awesome (Zelens’kiy reference),” no “The roads of Donbas are the path to peace,” no cheap abstractions playing on feelings of superiority and exclusivity like “Make America Great Again.”
Old-school communication has a lot to teach us!