Boris Johnson is the self-appointed ‘will of the people’ now – it doesn’t matter what we want

A member of the elite is claiming that he matters more than you, and while it’s palpably absurd for the PM to claim that he represents our wishes, he’ll carry on just the same

It’s the simple messages that cut through in politics. Take Back Control. It’s the Economy, Stupid. F**k the Tories. That sort of thing. The art is to craft a message that is clear in intent, but which can mean different things to different people.

So how are we to judge: “Get Ready”? These are the two words that head up the government’s £100m campaign to ensure that we, the public, are prepared for Brexit. Apparently, they considered dusting off Take Back Control, but thought better of it.

Only I’ve wasted about an hour reading about CE conformity assessments and tariff-rate quotas on the new “Get Ready” site and I’m still not sure what I’m getting ready for. To rumble, as per Ant and Dec, 1994? Or for the train that is a-coming, as per Curtis Mayfield, 1965? (“There ain’t no room for the hopeless sinner / Who would hurt all mankind just to save his own”). For rationing and medicine shortages? Or for pro-democracy protests and form-filling? No one wrote anything about that on the side of a bus, as far as I recall.