Joad's prominence came from The Brains Trust which featured a small group that included Commander A B Campbell and Julian Huxley. His developed and matured discussion techniques, his fund of anecdotes and mild humour brought him to the attention of the general public.
The programme came to deal with difficult questions posed by listeners, and the panellists would discuss the question in great detail, and render a philosophical opinion. Examples of the questions ranged from "What is the meaning of life?" to "How can a fly land upside-down on the ceiling?" Joad became star of the show, his voice being the most heard on radio except for the News. Joad nearly always opened with the catchphrase "It all depends on what you mean by…" when responding to a question. Although there was opposition from Conservatives who complained about the political bias, the general public generally considered him the greatest British philosopher of the day. He had won the position of celebrity.
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