The prime minister has spent the summer preparing the ground for unpopular and controversial spending and taxation decisions. He wants to persuade voters not to blame him, but the governments who came before. The Conservatives, he argues, left the country’s finances in such a mess that there’s going to be some pain in fixing them.

The message has been bleak – deliberately so. Ministers want to let the public know the next few months are not going to be a walk in the park. The government hasn’t ruled out increasing capital gains tax, inheritance tax and fuel duty in October’s Budget, arguing that difficult decisions are needed to “fix the foundations” of the British economy.

But might No 10 be going too far?

Privately, some Labour MPs think so.

“It’s a bit too doom and gloom,” said one, calling for more of a focus on the positive message the government has to sell.

Another agreed, contrasting the enthusiasm and energy of the Democratic National Convention in Chicago (attended by several senior Labour figures) and the hard truths message from Sir Keir in the Downing Street garden a few days later. The razzmatazz versus the gloom.

There are some signs ministers might be thinking the same. In the next fortnight, the chancellor will focus more on Labour’s promises to grow the economy. Ministers are promising “the most packed legislative agenda in decades” to deliver changes to the housing market, energy market, railways and more.

There will also be a bill on “budget responsibility” – which will mean the government’s forecasters have to assess every major financial announcement in future.