Not really sure what Planning Neutral Planning means and Julie Liss and Steve Zaroff admit that they don't either. But they're gamely trying to talk about it.
They've just made a really good case that Karl Rove should be considered 'planner of the year' (if there was such a thing) because of his management of the Republican brand and re-election of Bush. A very good point. He used unexpected media channels, he won the contextual high ground - the election was fought on his agenda, he made great use of research etc etc.
Good point, well made. You can despise his politics but you've got to admit he seems to be a master of the communication arts.
And, a chink of light, they're suggesting that we don't get always have to rely on a big 'insight'. And, they almost said that we don't always have to say, one big, simple thing. Sometimes you can do lots of little ideas rather than one big one. Hurrah. Maybe I'm not going to be such a disaster on Wednesday.
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