As a lobbyist I am interested in what works, and what does not work. I’ve come to the view that if it works use it, and if it does not work, refine it , or drop it.
You need to focus on doing what moves the needle forwards, and persuades decision makers to back your cause.
Strangely, most mental energy and resources is spent on actions that does not move the needle forwards.
What is hitting the mark
It makes sense to ask yourself whether what you are doing is hitting the mark. This needs to be done dispassionately. Here are some questions you can ask yourself:
1. Does your case not resonate with the people making the decision?
2. Do meetings with decision makers show your case to be full off of holes?
3. Are you spending a small fortune on media ads and social media that no one of consequence reads or watches?
At the start of your work, you’ll have identified proof points and follows ups. You need to check back in and see what is working and what is not. It helps at the end when you do your post-mortem of the campaign.
Don’t be an observer to events
Recently, a lobbyist told me about their pivotal role on getting the Commission to go down one path. The strange thing was that the person holding the pen had never heard of the lobbyist or their client. So, unless the lobbyist was a good telepath, they’d only moved the needle by powerful thoughts waves.
So if you don’t want to be an observer to events, and have no influence, there are some things you can to do:
1. You need to iterate, and not be beholden to sacred cows.
2. If your case doesn’t work improve it, or ditch it, and find a new a case
3. If you case does not add up, consider dropping your campaign. If you are just pouring money into something that is not going to move the needle, why continue?
4. If your spokespeople piss decision makers offs, so that your case is doomed, get rid of the spokespeople.
Do this review dispassionately. If you can’t, get someone else to do it for you. If you refuse, it is likely you are going fail to move the needle forwards.