Brexit is coming: a Ravenclaw VS Gryffindor story.​


By now, I'm sure you're all aware of what happened in Britain last Friday - they voted to leave to EU, and this created a global shock (the capital markets, as well as the GBP took a free fall), and a local shock (the "remain" camp could not believe this happened, as most polls showed that their desired result would be the winning one).


So in short, the people of Britain were asked to choose between two narratives. There's no one arguing the fact that leaving the EU is a super complex decision, one that the average Joe clearly doesn't have enough knowledge or information to make an educated decision about. 


Now this is were things get interesting. With that information at hand, the two camps (remain and leave) chose two very different strategies to get voters to choose their side. In general, camp remain chose logic and intellect. Camp leave, however, chose emotions and bravery as their main story.


And there we have it - house Ravenclaw (remain) VS house Gryffindor (leave). Who would you vote for?..


As intelligent readers, I'm sure you're saying by now that the "leave" campaign didn't really have the appeal of house Gryffindor. And you're right by saying that - you're just missing the point. You're missing it because you might not be living in Britain, and when looking at something from the outside it's hard to involve emotions - so we're all mostly Ravenclaw. Or you're missing it because logic appeals to you, even when it's closer to home, which is great - it's just not how stories usually affect the mass audience. 


Most of us tend to react to emotions before anything else. The closer something feels to us, the more difficult it is to block our emotions from interfering with our decision making process. Maybe that's why the older generations supported Gryffindor (they lived there longer so felt closer to it), while the younger generations went for Ravenclaw (they are part of a global world so tend to be more open to ideas and less patriotic). That's a big maybe, I'm no psychologist!


What do we have to learn from this? a few things:


1. If you're aiming to the mass audience, logic proof is not enough to create traction - find the emotional layer and emphasize it.


2. If your competitor is using the emotional approach, and you're using the logical one, don't be fooled to think "the audience knows better, in the end they will choose me" - they probably won't.


3. The best approach to any story would be a combination of the two, but if we have to divide it, I would say make it 60% Gryffindor and 40% Ravenclaw. Not more and definitely not the other way around.


Now that's a house we'd all cheer for, isn't it?