The signals we send

As we have become more and more skilled at marketing and PR have we forgotten that people judge us on what we do, not what we say?

That thin veneer of promises and beautifully crafted messages is a skinny and fragile veneer glued on top of the deep substance of what we actually and consistently do. My thought was triggered by the conservative party senior management reaction to thumping loss in a by-election that took them by surprise. Co-chairman of the party, Amanda Milling, said "the Conservatives would look at how they could regain their trust", and "ministers needed to "shout louder" about Boris Johnson's promise to "level up" the UK".

Those of you that know me will be aware of my lack of enthusiasm for the party but putting that to one side, the assumptions made here are telling. "Regaining trust" is a major, long term exercise requiring consistency and a change in behaviours, and we all know changing behaviours is more than a decision; it is hard work that has to be supported by …