Pity Dave has abandoned giving speeches without notes. His party conference address in Birmingham was drearily filled with rhetorical piffle and meaningless politico-speak.
You could tell it was written for him, not by him, and it was made worse because he didn't actually read his speech terribly well and stumbled over the words.
You could also tell that some marketing guru thought it a brilliant wheeze to fill it with silly phrases like “beating, radical heart” and “we are the radicals now”.
The big phrase was, of course, Big Society. This is still a most bizarre concept. Dave clearly wants it to be his legacy. But it’s like a label which gets put on even the shoddiest products to make them look shiny and new – Big Society is the new eco.
Just as every spiv and charlatan has taken to labelling his wizard wheezes eco- to make it look cool and trendy and on-message, now everyone will pretend their products and services are part of the Big Society.
Labour gave us the meaningless twaddle of “stakeholders”; Dave gives us “Big Society”. They are equally empty.
Listening to our Prime Minister, I was left wondering whether, rather than trying to convince the rest of the country of the merits of his case, he was actually trying to convince himself.