"At the moment the public is not fully sure what you stand for. In time this will change of its own accord but it should change radically. I am convinced that so much political failure reflects weak and erratic definition.
No one should have any doubt about what you stand for, what you want to achieve, what is your plan. You need absolute clarity in this," - from a secret memo to new prime minister Gordon Brown from Labour party guru, Philip Gould (an Oakeshott student).