Lord Rennard, the Lib Dems’ former chief executive and campaign supremo, is a
frequent attendee at Westminster events. He usually makes just one point: the party’s polling may be poor, but the situation can be saved. Rennard points out that the party was delivered from
disaster in 1997, thanks to targeted campaigning and a successful scheme to differentiate the party from Labour and the Tories. That campaign should be the model for the next one, which Rennard
believes has already begun.
He has elaborated on these ideas in the
Guardian. He writes:
‘I always told candidates to think as much about the psychology of Maslow’s “hierarchy of needs” as any market research. This explains why issues such as the economy and the future
of the NHS matter so, so much when people consider voting choices.
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