Now, I know there are two things we are
not "supposed" to discuss -politics and sex. However, I
am a bit of a political junkie. While you may not agree
with the politicians themselves, the principles they use
to get elected can be learned from (at least the ethical
ones!)
I just watched an interesting documentary on the
campaign for the 2002 election. The politicians hired
GCS consultants to help them with their messaging,
polling, and strategy. The "C" in GCS stands for James
Carvelle. Does that name sound familiar? It may very
well, as he was the architect of the Clinton win in
1992.
Since that time, James has worked on elections around
the world with campaigns in wide ranging countries
such as Ireland and Russia. His team has developed a
methodology that can be applied to any election in any
country around the world. The principles are universal,
even though the issues are local.
To get the win for Goni (the candidate whom they were
working for), for example, Carvelle's team had to
determine what the big issues were for the population
of Bolivia. They then continually tweaked their campaign
message to best expose the weaknesses of their
opponents, and position Goni as the people's best
choice for leading Bolivia.
Carvelle's team employed tools consisting of polls,
focus groups, and advertisements. They used a
scientific process to gather data, and then brought in
James (the big gun!) to interpret the data, provide
input on a strategy, and guide their candidate along
the trail to winning the election. Their message was
"The Brand of Crisis: our experience is what you
need" (at that time, Bolivia was undergoing
tremendous challenges).
4 principles:
Find the needs of the market
Get your message in tune with the needs
Clarify and repeat your message as often as
possible
Tweak when necessary
CareerJoy has the tools and experience to help our
clients with all four principles so that they too can
win. Write to us if you're interested in having an
experienced team in your corner ( jenny@careerjoy.com ).
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Sorry if i have a totally
Sorry if i have a totally different feeling after watching this documentary, a few minutes before writing this post. First of all, the country GCS was working for was not Chile, but Bolivia. And the candidate they worked for was not Gola, but Goni -actually Gonzalo Sanchez de Lozada, a 72 years old populist, former president of Chile. Actually, Goni was sure to be sacked because of all the promises he made and never even believed himself: creation of 5000 jobs, not selling gaz to Chile, improving people's life, etc. The job of GCS was to get him win despite of the fact that nearly nobody in the country want to elect him again...he won, with few scores (21,9%, just 1,4% ahead of his first opponent), but had to run away in USA a few months later, after huge strikes occured all over the country (with 92 people killed by the police). Even the people from GCS felt ashamed helping such a populist and arrogant guy to be president. To my mind, the lesson is that consulting needs modesty, and that marketing tips and rules have not much to do with the practice of democracy... (sorry for the mistakes in my sentences, english is not my first langage ;-)