For a proportion of us, it is not possible for someone you disagree with to be right or have decent values you don’t happen to share – they have to be seen as evil and invalidated. It’s an insecurity. People who are confident in their values do not need to burn heretics. They turn them into disciples. John Key and Jacinda Ardern were both seen as so likeable that they attracted new supporters to their parties.

Very popular leaders make a difference, but when leaders are not stand-outs, then there is little to be gained from focusing on them excessively. Substance matters.

Reams of 10-point policy plans probably don’t win support either, but it’s still pleasing that Labour has had a go at substance by posting a 77-page policy manifesto. The word “tax” is mentioned seven times in Labour’s manifesto. EVs get 13 mentions.

Focusing on leaders’ likeability deflects attention from delivery and the detail of how things will really work.

Tax cuts work for conservative parties because everyone can clearly understands how they will benefit, and they’re hard to mess up. Parties promising better social services instead have to overcome scepticism about whether the service will be delivered “for families like mine”.

Josie's Post column is here.