something that is not my thing but it's something i've written about called the truth sandwich which george laycock, a linguist came up with witches instead of putting the lie or the misstatement or the outrage into the top paragraph for the headline, you actually start with the truth. and you say what is. and then you say and here's what's being said and then you say and here's what's wrong. so it's much more effective than just putting g the outrage out there and then checking it. it's surrounding the lie with truth. it's a little, truth sandwich is a bit of a misnomer because the truth is the bread. >> i call it fact fallacy fact. so i don't sound like i'm teaching a bunch of fifth-graders. because it's hard. it's hard to walk in the newsroom and pay guys, guess what's up. harvard professor and were going to talk about truth h sandwiches. but the fact fallacy fact model has a lot to do with the psychology new. this is the news or and their very news headlines this i is going to use disaster us with or a lie. is only obvious situation if he is the business model? >> i think all i engagement has c