Download PDF

It’s not very often that your work gets used directly at a National Level. Here is one rare example. In 2004/5 we were asked to help Tony Blair, who due to the Iraq & his relationship with Bush had become disconnected from the British people – and most particularly female voters.

Using two-chair work in focus groups we were able to uncover the nature and source of women’s hostility and what might turn it around. Several weeks later, as part of the reconnection strategy TB uses a speech in Gateshead, seven weeks before the 2005 election to initiate a shift from his Professional/Public level of relationship to the Personal, likening the bad feeling towards him to a domestic squabble. We had advised him on the Relationship Triangle and its power in a debrief a few days earlier.

Whether it worked or not is up to you to decide. But his party’s support did increase by as much as 8% in the next six weeks running up to the election. Nearly all of that increase was with female voters.