In campaign, time is money. But that does not mean that the further ahead the candidate is in the electoral race, the more returns he will obtain.
The strategic compass constitutes a mechanism that allows the candidate to be guided in a context that will never remain immobile. The electorate is zigzagging and does not even move “forward.” The social humor, the agenda items that circulate on the street, on the subway, on the train, at the family table… everything is discussed. And everything is concluded.
There, in that heterogeneous map of opinions, are hidden the votes that all candidates must find and capitalize on. To minimize risks and avoid shipwreck on the high seas, the strategist creates the strategic compass.
In that compass will be contemplated the liquid voter, the candidate facing an unprecedented scenario, and the team amalgamating both realities: everyone needs to follow the north of that compass. Which is nothing more than strategy in action.
What should the candidate do to gain votes? Does he talk to everyone? First error. Speaking to everyone is speaking to a void. He who speaks without personalizing is actually speaking to no one.
Are you speaking to “your” audience? The compass indicates that this immediately makes the opponent react. In fissure scenarios, it feeds back hatred and division, but it strengthens one’s own.
What if he speaks to the voter “from the other shore”? Once again, the magnet points north: it is difficult to be heard when the voice comes from the ideological antipodes. It can bring positions closer together, but it may annoy their own.
So who does a candidate speak to?
Speeches are often temporary. They filter into this mobile society looking for the opportunity to add votes and wills. To the indecisive, to the weak, to the strong, to the skeptic, to the gullible. He will reach each one with a speech that will reflect his specific demands at a given moment.
Then, you will go out into the streets to “fall in love” with that anonymous public who will meet your candidate in action. And only then will it be time to convince them.
The battle, appealing to the language of war, will take place on land and in the air. The ships are oriented. The captain will hold the helm and the candidate will wait for the moment to set sail and raise sails.
The sea, that vast universe of ideas and people that stir as in a perpetual storm, awaits you.
by CEDOC