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ATAlistair Thompson was the Conservative candidate for West Bromwich East at the last general election. He also runs Media Intelligence Partners with business partner Nick Wood, the former press secretary to Conservative leaders William Hague and Iain Duncan Smith.

The political weather that David Cameron enjoyed when he was first elected in
2005 has changed beyond all recognition. Then he was the golden boy of
politics, hugging hoodies and riding with huskies.

He cast his leadership as different, fresh. A blaze of positive publicity and a
slick rebranding operation saw poll ratings climb and opened up a commanding
lead over the Labour Party. Despite a few setbacks along the way, and set against the worst recession since
the 1930s, Mr Cameron was only able to govern by forming a coalition in 2010's general election.

And throughout this time, one key plank of Mr Cameron's strategy with the
electorate was to detoxify the Conservative brand – in a bid to expunge memories
of that awful Theresa May description of the Party as the Nasty Party.

Social Action suddenly and rightly became an important part of the new Tory
lexicon. Candidates talked about the work they were doing, mentoring, setting
up job clubs, or just good old fashioned fund raising for community projects. Even more imaginative schemes were developed too. Andrea Leadsom's Oxpip and
Charlie Elphicke's Pepod both attracted national media attention.


More was to follow – the commitment to raise international aid to 0.7 per cent
of GDP, although controversial to some, was approved enthusiastically by most.
In no small part, this was because polling indicated this was a vote winner with
Lib Dem voters, and this mattered in a number of marginal seats.

Then, and most importantly, there was the adoption of Iain Duncan
Smith's agenda.
Suddenly talking about poverty, worklessness, addiction, educational
failure
and family breakdown was no longer the preserve of the Left. All of
which could be badged under the collective heading: Compassionate
Conservativism.

But as the 2008 banking crisis and recession carried on so the political
weather changed. By 2010 Compassionate Conservativism already seemed like a concept born in the
good years. Those round Mr Cameron knew this and as the hard times bit harder and deeper,
the Prime Minister jettisoned the concept, retaining just one residual strand, an increase
in the aid budget.

The Prime Minister even stopped making the moral and social case for serious welfare
reform, allowing the policy to simple be traduced to the simplest of sound
bites: "making work pay". The concept of Broken Britain and the
social recession seemed to slide off the front pages, as did the enthusiasm for
the radical and much needed overhaul of the welfare system.

Were it not for IDS,
the Government would have simply engaged in arbitrary percentage cuts to
employment benefits, dooming another generation to the same busted
system. And it's not just compassionate Conservativism that the Prime
Minister has flirted with
before jilting. It seems almost in another lifetime that Mr Cameron
talked about
"sharing the proceeds of growth" and building the "Big
Society".

But with the Party having been damaged by the gay marriage row, and damaging rifts
having opened up between the majority and a small band of modernisers, now is the
time to ditch anything unnecessary and to concentrate on the issue that will
mean the difference between re-election and opposition – the economy.

Polls frequently identify the
economy as the most important issue to voters. Immigration and Europe
also feature
prominently. All are issues that I would broadly describe as
Conservative ones – and, if the Prime Minister and Chancellor have any
chance of winning a majority at the next election, it is
on these issues that they must focus.

Now there are those who argue that Government's can do more than one
thing at a
time – that it should press on with the compassionate conservativism
agenda. I
don't agree. This Government is bad at multi-tasking. Even popular
policies
start to dangerously unravel almost as soon as they are announced. Take
the cut in child benefit. According to a poll commissioned by the Sun
and published just a day after the announcement, the change was backed
by 83
per cent of respondents.

But the next morning even normally loyalist MPs like the talented Penny
Mordaunt appeared on TV raising her concerns. The iniquitous arrangements that
saw those one-earner couples who just tipped into higher rate tax lose the
benefit while two-earner couples being paid £40,000 each kept the benefit, led
to weeks of discussions, damaging headlines and then a partial U-turn.

There are dozens of other examples. So Team Cameron is right to start to focus the Government on the economy. After
all, this is what will determine the next next election. And what about
compassionate conservatism? Since Mr Cameron doesn't really believe in the
policy, he should leave it to those who do. And perhaps if he manages to win another election, then maybe he can dust off
this policy, and use it to make himself look modern and trendy once more.

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