Author: Toby Ralph
Martin Shaw, winemaker at South Australia’s Shaw and Smith, makes the best Sauvignon Blanc in Australia. In explaining how he does this so consistently he explained, “It’s an expression of the grape. The wine is as good as the sum total of mistakes.” Sure, he grows the right clone of vine in the right place, […]
After working on well over 40 election campaigns around the world, I now know the simple secret of winning them: Work for the side that’s going to win. You see, election results are invariably predetermined before the campaign period, making the task of the campaign to force an error if you’re behind, or avoid one […]
‘We’re the underdogs’ is the all too familiar cry of politicians as they lumber through elections. ‘It’s going to go right down to the wire, the result could go either way,’ they suggest, despite extensive internal polling suggesting they should confidently be planning dinner parties at The Lodge. Prime Minister Kevin Rudd has claimed, “Were […]
Have you ever wondered why election policies lack context and vision? Why they concentrate on frustratingly facile tabloid populism, why they are so low-brow? Why the ‘working families’, the three-word slogans and the tiresome ‘fair shake of the sauce bottle’ 1940s colloquialisms? Look no further than that tool all marketers use with varying degrees of […]
