From: The Unit To: GB Subject: Recriminations

So – re the massive election enthusiasm and humiliating retreat. Think this may in the end play well for us – but also so far cannot see how this can possibly ever be.

As you’ll no doubt remember re election timing, here at the Unit, we were always very neutral. Obviously we presented in a dispassionate way some of the arguments that might have led you to take the early-election option. Most notably in our briefing note “Go Gord, go. Grab your nuts and jump. Now! Now!! Now!!!”. (We are trying to find out who gave it this title – it seems most likely it was either an intern, or possibly a software error. Certainly no one here remembers putting in those exclamation marks, which totally altered the tone of a pretty balanced briefing.)

In retrospect, the tone of this note could be interpreted as pushing for an early poll. But even as we were writing it we were having initial doubts that were phoned through at the time. (In a message we definitely left – but Sue now says she never got – what’s going on there?) And, indeed, by the time you read our thoughts we had entirely repudiated them and were rubbishing them in a number of off-the-record briefings.

Anyway, we’re glad you’ve come round to our view on this and

faced down the Wobbly Wendies and Doubting Thomases and Melty Milibands and Bendy Ballses, and boldly declared that you’re going to hang on in until such time as things are different from how they are, in particular not with regard to the polls. Think this is playing well.

Now think there are a number of concrete things we should do:

1) The fuss over our idea for the Iraq trip is already fading. Think what the doomsayers ignore is that we did trump the Tories and make the visit make the political weather that day. It just happens that it was bad weather (although we don't totally accept this).

Also, it is possible to argue that badly is how we wanted it to play - to dominate the media cycle. On this, we now need to neutralise it as a negative by pushing the line that you, like a brilliant absent-minded professor, were not even aware that the Tory party conference was on when you went off to see the troops. Sorted.

2) Nails. This is crucial. You need to stop biting them. This could become massive if we don't put a full-stop under it. To stress the change, it might be nice if you were to grow them long like a witch. Or just on one hand and we might say you've suddenly, boldly, decided to take up flamenco guitar?

Nice little tidbit like that would play well, re decisiveness, nails issue and the background sense we have discussed before, that you hate music and joy and good times.

3) Statesmanlikeness. Need to push this again. Really be like this.

4) Inheritance tax. We need to match the Tories not just in general, but in full. But also, to counter the copycat moans, stress that this cut is totally unworkable. Attack and defence at once. Nice.

Let us know your thoughts.

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