I just watched the first few minutes, but in it I thought Russel made a good point and probably fair analysis of Trump's use of language and narrative. "The tools used to undermine Trump are the usual rational, logical, material ... that may appeal to people who already dislike Trump, but it will anger those who do like him.  So in a sense, this is the wrong approach..." I also think this is an area where Russel has a decent degree of expertise, innate strength, and knowledge.   "this area" meaning: narrative, use of language, messaging and advertising, influencing, etc.