Of the nine million people who voted Labour in May, around four million withhold their backing for Corbyn and McDonnell on the economy, saying they trust the Tories more, or trust neither party, or simply 'don't know'. Unless the great bulk of these doubters can be won over, Labour will not be able even to get back to nine million votes, let alone the 10-11 million it needs to become the largest party.
One of the most seductive arguments for holding an in-out referendum on the European Union is that it will settle the matter for decades to come: if the UK votes to stay in, we can then plan for the future without fearing a new campaign to shove us towards the exit door. The trouble is, it ain't necessarily so.
A revolution in technology over the past decade has shaken up business models underpinning everything from how we share and consume news and ideas, to how we shop or find a date. We live in an on-demand world, and as we enter the final weeks of the 2015 election, we're seeing how democracy is also being reshaped by the web.
While there's no doubting the importance of local print media, social media is making its way into a position of more influence locally and brands need to be ready to adapt as competition for consumer time intensifies. The data shows that producing content which can be tailored for local audiences has a better chance of building trust in a brand.
Scotland will get what a majority of Scots choose. The vote itself is a proof that Scots hold popular sovereignty - and that the United Kingdom is a Union of consent. It may prove a nail-biter. But the most unpredictable factor is probably still less the outcome of the vote but just how close the margin of victory and defeat might be.