There is a view that the Government’s threat of a Brexit no-deal is a bluff. This is possible, but maybe the bluff is not with the EU leaders (they are used to this from the UK by now) but instead the bluff is with the British people.

Basically the strategy is to scare the bejeebers out of everyone sensible, and to rally to the flag everyone who thinks Brexit is brilliant.

But all the time with the Government cynically knowing that a deal must be done, and that the options are very few. So, for example, while we keep the bluff playing out on TV and in the papers, how do we get ready behind the scenes to dress up a Norway-type option as a brilliant UK deal in late October?

1. Don’t ever call it the Norway option, even though it removes the need for any hard border backstop within the island of Ireland; and removes the threat of tariffs on farms. Maybe call it “UK-Plus”.

2. Use all your force to bounce people into the deal at the last moment, saying it has to be this UK-Plus or no deal.

3. Throw out a lot of smoke and noise about “side deals”, about further transitions being on the cards, about freedom to start free trade talks around the world – the beginning not the end, that sort of thing.

4. Come out hard on EU nationals living in the UK: divide them into good ones (such as much-needed nurses) and bad ones (insert racist stereotypes here). Require all EU nationals to register in the National Insurance system on arrival, deport any not paying in after three months, and agree a “side deal” with EU countries to recharge the return-journey costs. Probably not cost-effective, but it plays well in the nationalist press.

5. Get some good pictures for TV of all the MEPs packing their bags and leaving the EU Parliament.

6. And convert some of the no deal contingency funds into £350m a week for the NHS.