Did anyone see Victoria Derbyshire this morning? I watched because she had all four candidates on and an audience of Labour voters, ex Labour voters and possible Labour voters. The audience asked some interesting questions and made some interesting points but the four candidates just sounded the same old, same old. Many of the audience sounded as I feel - just sad.
The BBC had a political correspondent there and he said that the candidates needed their Clause 4 moment. He seemed to mean that you need something that was easily recognisable. The candidates were each asked for their Clause 4 statement but not a one came out with anything you could hang your hat on.
When I look at Nicola Sturgeon, whatever I may think about the SNP I hear:
* She believes in Social Democracy
* She is anti-austerity
* She believes in independence for Scotland.
That allows me to know - if I were in an area where I could vote SNP - what I believe I am voting for.
If I was to put forward what I want the party I vote for to stand for it would be:
* They believe in a living wage and a living pension
* They believe in accessible learning from birth to 22
* They believe in care, including medical care, free at the point of delivery from birth to death.
* The believe in a more federal system for the UK
Each of those deserves a lecture in its own right but whatever Labour want to offer they must be able to put it into as few a words as possible. Overall, in Scotland, I imagine Independence would identify the SNP. Overall if Labour is to be identified by one of those I would suggest federalism - not because it highest on my list, I would still expect the others, but because it would be a strong differential and I think it would be attractive to many.
What would your simple phrases be - shall we say a maximum of four with the one you would want pushed to the fore identified.