Peter Hain

When you look at what I've done here, you see a consistent theme of reforms which is not driven by any dogma from across the water, but a radical agenda to make sure Northern Ireland's people enjoy equal opportunities, driven by the values of social justice.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.