The huge disconnect at the heart of Brexit is the notion that no deal represents walking away from the negotiations.

But in any other negotiating scenario you can imagine, walking away means the status quo. The dealer won't give you a decent price for your car, so you keep it.
In the case of Brexit, on the other hand, no deal means throwing away everything you've got. The dealer won't give you a good price for your car, so you hand it over meekly to be crushed. You don't even get to keep the ignition key as a souvenir.
So, far from being a strong negotiating tactic, no deal is the weakest you can possibly imagine. It's standing stock-still, eyes closed, as your opponent rains blows down freely.

Either those advocating it know this and choose to lie for political reasons, or they're VERY dense.
The EU know this, of course, which is why they're genuinely baffled at our insistence on pursuing no deal.

"Golly, never knew our old friend the UK was such a masochist," they sigh sadly as they prepare to administer an almighty kicking.
Try. Have a go. See if you can find any Brexiter anywhere willing to explain *in what way* no deal will strengthen the UK's hand. You won't. All they say is "we have to be prepared to walk away", as if this were a classic negotiation, rather than something different and twisted.
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