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Drawing on his unique perspective as the man responsible for the party s target seats and polling, the 133-page book gives Lord Ashcroft s view of the Conservatives progress since their third defeat in 2005, the reasons for the party s failure to win an overall majority in 2010 and David Cameron s decision to form a coalition with the Liberal Democrats. Minority Verdict follows Lord Ashcroft s influential analysis of the 2005 election campaign, Smell the Coffee: A wake-up call for the Conservative Party, which called for the party to modernise and re-engage with voters having come to be seen as untrustworthy and out of touch. Lord Ashcroft said: There has been speculation as to my view of the Party s performance in the election and of David Cameron s subsequent decision to forge a coalition with the Liberal Democrats. By putting an end to speculation, Minority Verdict sets the record straight. This is a record of what I really thought at the time, and what I think now. And if there is to be a public debate about this subject, Minority Verdict represents my first and only contribution to it. I do not intend to comment beyond what is contained within its pages. .
About the Author
Lord Ashcroft, KCMG, is an international businessman, author andphilanthropist. He is Deputy Chairman of the Conservative Party,Treasurer of the International Democratic Union. He is founder andChairman of the Board of Trustees of Crimestoppers, Vice-Patron of the Intelligence Corps Museum, a Trustee of the Imperial War Museum Foundation, Chairman of the Trustees of Ashcroft Technology Academy and Chancellor of Anglia Ruskin University.
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Format:Paperback|Amazon Verified Purchase
The bulk of Lord Ashcroft's book falls into three parts. First, there is an account of years running up to the general election through the eyes of political opinion poll findings. This section acts as a useful reference work even if it is a little plodding at times.
Second, there are Ashcroft's own responses to criticisms made of him. These are sometimes almost bafflingly weak, such as when he dismisses his non-cash contributions to the Conservative Party in assessing his own support for the party just a page before he includes non-cash contributions from the unions to Labour in assessing their support. It's a weak argument that perhaps reveals a blindness about how others see him.
The third part of the book is by far the best, which is the detailed account of how policy, research and campaigning was integrated in an attempt to reach floating voters with the issues that most matter to them. For anyone interested in how modern political campaigns really work, this section reveals much that outside accounts usually miss, particularly about the central role of direct mail.
Second, there are Ashcroft's own responses to criticisms made of him. These are sometimes almost bafflingly weak, such as when he dismisses his non-cash contributions to the Conservative Party in assessing his own support for the party just a page before he includes non-cash contributions from the unions to Labour in assessing their support. It's a weak argument that perhaps reveals a blindness about how others see him.
The third part of the book is by far the best, which is the detailed account of how policy, research and campaigning was integrated in an attempt to reach floating voters with the issues that most matter to them. For anyone interested in how modern political campaigns really work, this section reveals much that outside accounts usually miss, particularly about the central role of direct mail.
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