Daniel’s latest book could be likened to his memoirs, but I hope it is not his last hurrah.
I recommend you read it. It is short, 217 pages, written in a clear and accessible style, it is a mix of war stories, full of wit and wisdom.
If you are new to lobbying, you will learn a lot. It provides clear explanations, and what to do, and not to do.
Daniel has been a lobbyist in since 1975 – the same time I migrated from N.Ireland to England aged 5. In that time, his journey has a been varied and rich.
Warning
At times, there is a sideswipe at the current state of the EU, lobbying actions by some, and legacy issues. Readers with thin skin may be offended.
Godfather of Comitology
I first came across Daniel as the godfather of Comitology. His publications explained the secret lawmaking system with wonderful clarity. And, more recently, I was happy to bring Daniel and his super informed colleague, Vicky Marissen, in to train Cefic on Comitology – it was excellent training.
A friend who reviewed the French version of this book said “there are those who like Daniel, and those that don’t”. It is true, but what is wonderful about this Breton, is he goes not care, and he does not hold back.
I tend to agree with many of the points he makes, and have only a few points of departure. Daniel is, like me, a critical europhile. He loves the EU but he has deep concerns about how it is run and the current direction of travel. His critique should be taken like the honest feedback a good friend will give you – maybe harsh, but meant with the very best of intentions.
Good Advice
The book is full of excellent recommendations. I’ll list just some of the wisdom.
- A defensive strategy is a losing strategy. A proactive strategy of offering solutions is key.
He reports from his time in the sugar industry, that the failure of the industry to pro-actively offer an alternative when they could see the writing on the wall, led to the worst of outcomes. He reports the comments of the lead Commission official on the reform that
“the sugar producers could have proposed a limited reduction over a multi-year period, let’s say minus 3% annually over three or four years, and I could have saved the system” (p.46).
It is a lesson many could learn.
2. A call for project-based lobbying
He notes that the NGO project-based lobbying system is more effective than that used by industry.
3. Professionalised lobbying
Daniel makes an impassioned call for lobbying to become a more established profession, with a greater focus on constant education and training. This is needed for all levels as the rules of the game are constantly changing. For example, in the last few weeks, the Better Regulatiion guidelines have come into force with important changes. Few lobbyists seem aware of the changes. Daniel notes that the current law and rule-making process is complex and few know it in detail.
4. Greater skills for lobbyists
Daniel stresses the need for lobbyists to have technical expertise, process expertise, and the ability to communicate.
Few have this, technical expertise dominates. When talking about the meat industry he writes: “They know every nut and bolt on every slaughter line, but there are incapable of redressing the native image of their sector (p.79). Or for one client he said ” Your position paper is for the shredder. Our first priority is to rethink your argumentation and draft a new text” ( p. 82).
5. Broker solutions
A good lobbyist needs to broker solutions. For Michelin, he brought peace in Brussels and with their workforce. This required the “Michelin executives set off to Brussels. Like the Burghers of Calais, they were going to flagellate themselves. Not too much – they could be counterproductive. Not flagellating themselves at all would have been a mistake” (p.85). Too few understand the long-term benefits of public self-flagellation – trust and peace.
He reminds us that “The Commission love it when you come to see them, and especially when you put forward solutions” (p.86). Most ignore this advice and don’t come to the table with real solutions.
6. Attack ads don’t work
He notes that attack ads run by Philipp Morris entitled the “European Tobacco Ghetto” led to their image in Brussels being ruined and them becoming a person non-grata (page 87). Even after they realized that their image was ruined, and tried to make amends, they kept their politically ostracised status.
7. Power of the pen
Brussels is a bottom-up system. It is the person who holds the pen who has the power (p.88). Real power sits with the desk officer.
This is important. If you ignore this, and most do, you have a problem. A fixation in some cultures of the CEO meeting a Commissioner will not deliver as much as working with the desk officer, or under this Commission, the Cabinet lead trying their hand at drafting.
8. What does a lobbyist need
Daniel lays out the skills he thinks are needed for a modern lobbyist:
“Intervening in the proposal phase these days requires high-level political networks; for trilogues you need in-depth knowledge of the functioning of each institution; and the comitology phase is now back in the black box as impenetrable as the Amazon rainforest. Everything has become complicated, less transparent, more ad hoc, more legal; and less democratic. Personally, I feel quite at ease in the legislative stage and the trilogues; very comfortable with delegated and implementing acts; but in the upstream phase, when the Commission proposal is being p[repared, I feel rather disorientated – powerless, even” (p.139).
Instead, many lobbyists focus on technical issue expertise at the expense of process expertise and an ability to communicate clearly. How many meet this threshold?
Points of Departure
I depart from Daniel on a few points.
- Free trade and the CAP
I am a bigger supporter of free trade than he is. I’d scrap the CAP in a heartbeat. But, he makes the most powerful case I have read for the CAP. The origins of cheap soy imports for animal feed were illuminating. I’m even reconsidering the scrapping position. Why COPA-COGEMA has not detailed the case as well as Daniel is perplexing.
2. NGOs
His view that NGOs are better organized than trade associations and industry is too generalized. I have been behind the curtain in both. It is not always the case. Some NGOs are paralyzed by analysis. They are not all well-organized campaigning machines.
I agree that there is too often an unproductive antagonism between NGOs and industry. But, I have seen the power of industry and NGOs constructively working together for the common good. I regret that is too rare. I think if people sat down they would realize that the differences between them are far less than think.
3. Taxonomy
On Taxonomy, which I agree is unwarrantedly deciding essential elements by secondary legislation, I can only note that it was President Macron who urged then Commission President Juncker to table it despite two rejections from the Regulatory Scrutiny Board. Tough political decisions should not be kicked down the road to unknown committees.
One thing is clear, you’ll learn a lot reading the Lobbyist. And, I for one, hope this is not Daniel’s last hurrah.
Available from Anthemis (link).
Glad to see you spotted the new Better Regulation toolbox too.