Another one for the political junkies, “Alpha Dogs” details the rise and fall of Sawyer-Miller, one of the first political consultancy firms, and a firm that played a major role in bringing down both Marcos and Pinochet. Full of little nuggets of political wisdom, including their polling which told Listerine that as their consumers were the sort of people who obey instructions on products, they could increase their sales of Listerine by 25%, by increasing the cap size by 25%. They also proved, in getting Boston Mayor Kevin White reelected in the 1970s, that voters will vote for a candidate they don’t actually like if they can be convinced that he is a) competant, and b) will use competancy to pursue the interests of people like them.
It also highlighted for me how different Irish politics is from most other western countries, in that whilst politics is dominated by professional politicians everywhere, it is remarkable how in Ireland political issues play such a minor role in elections, something Frank Luntz talked about when he was in Ireland. Irish politicians are far more sophisticated in knowing what makes their constituents tick than any pollster can tell them, yet that knowledge seems to paralyse them into policy inactivity. It isn’t that issues like taxes or spending or immigration don’t exist in Ireland, it’s that an entire political class has managed to pull off the most brilliant political three card trick ever, and convinced voters voting to elect members of a national parliament that those issues have nothing to do with them!
A very entertaining read, and the sort of book that political anoraks will need to read with a pen in one hand for marking passages. Or is that just me?