Strategy: The 1st step toward winning

At American Majority have a maxim that applies very nicely to conservative grassroots leaders and candidates alike:

People with bad ideas and proper organization will always beat good ideas with poor organization.

For example, in every training I give, I allude to the fact that for too long conservatives (especially those at the grassroots level – candidate and activist alike) have relied too heavily on the virtues of their ideas and principles at the expense of effective organization and strategy.  The result is the same time after time: the right principles, those of limited government, spending restraint, liberty and the free market are summarily defeated at the hands of the opposition’s well-oiled political machine.  The opposition’s machine succeeds not because the principles of big-government, higher taxes and ­ government control are better than those championed by conservatives, it wins because it has a plan founded in sound strategy, employed with effective tactics, and executed with efficient organization.  They win because they plan, and they plan to win.

I don’t mean to insist that ideas and principles don’t matter; on the contrary they are of absolute importance.  Without a solid commitment to and understanding of what you are fighting for, you have already lost.  But entering the fray of the political maelstrom armed only with the belief that your cause is just will not yield victory.  You must, as the above maxim instructs, organize.

However, we need to take it further.  Organization is not enough.  Organization is pointless without the direction dictated by a plan to achieve a specific goal.  Above all, you need a strategy that drives tactics and organization to results.

Think of it this way: What good is a highly trained, well disciplined army going to be in battle without a battle plan or strategy?  Remember, without a plan, there are no effective or efficient actions, thus no favorable results.

Strategy is key.  A successful political campaign hinges on a properly developed and executed strategy.

Strategy begins with goals, vision and self-awareness.  Essentially your strategy is how you will marshal available resources in the current environment to maximize impact and return in favor of your desired outcome.  To do this, you must not only take account of what abilities, connections, money, and networks you have access to (ie: your strengths), but also which of these you lack and what liabilities exist (your weaknesses).

Next, you must assess the current political climate (both locally and nationally) and the players and issues involved.  These aspects make each political campaign unique and different than all others.  Too often does an “expert” political consultant/strategist try to fit their clients/candidates into a pre-fabricated “Campaign Plan” and expect a win.  A “no assembly required” or “pop-out-of-the-box” campaign plan is not a strategy.  A strategy should be custom built around a campaign, the campaign should not be made to fit the parameters of a predetermined strategy.

Once you have established the “here” (current context) and the “there” (endgame goal) for your campaign, you begin to build the “path” (campaign plan/strategy).

Generally your strategy should address the following:

1. What is the message and how will you frame the overall debate?
2. What are the method, timing, and delivery of the message?
3. What should the sequence of events be to maximize results?
4. How will you use resources to persuade and eventually mobilize supporters?
5. Are there any strategic opportunities that need to be exploited/pitfalls to avoid?

Once a strategy is established (and written down), effective organization and execution is essential.

Everything you do should be geared toward mobilizing more of your supporters to the polls than your opponent, but it begins with your strategy.