There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.
People. . especially people in positions of power. . have invested a tremendous amount of effort and time to get to where they are. They really don't want to hear that we're on the wrong path, that we've got to shift gears and start thinking differently.