1. Disruption – AAP and Kejriwal showed us how disruption can be ushered in politics. With a non existent political machinery (read cadre based organization) , almost no or limited funding & backing and with no specific patronage or lineage, all perceived entry barriers, his party emerged from being a mass protest movement to a potent political force in the shortest possible time. He changed the paradigm for the way election is fought & won in this country
2. Market Timing – If the Delhi electorate could be looked upon as one large market of votes, Kejriwal was its brilliant marketer. He had the pulse of this ‘market’ from the time he saw the response to Anna Hazare fast against LokPal bill and wasted no time devising a ‘strategy to market’ which practically took less than a year to convert the votes to power.
3. Innovate : Kejriwal innovated on ‘people engagement model’ in politics. His concept of reaching out to the masses through ‘Mohalla Sabhas’ and having their say in local development was a big leap in devolution of power . Similarly reaching out to people for small contributions instead of institutional funding to fight elections was a novel way to reach out and connect with people
4. Focus - Kejriwal rallied all his energy and forces around one powerful theme - to fight corruption at all costs. He cleverly identified himself with Anna Hazare in the ‘anti corruption movement’ and in way used the movement as a springboard to politics. Later he attacked the main political parties with a series of ‘exposures’ to strengthen his agenda. The corruption ridden Govt at the center and states were easy fodder for him and he had his opponents on the Mat even before the fight began.
5. Branding – by choosing the broom as his political symbol, he conveyed a powerful visual metaphor of cleaning up politics and the establishment. With his anti corruption agenda firmly implanted in the political consciousness of people, it was time to represent it with a simple yet powerful symbol.
6. Differentiate - ‘positioning’ in management parlance; he set a publicly accountable behavior by refusing the perks of power such as security or official bungalow. By traveling in public transport or in his own modest car, and by taking oath in a public ground in front of the crowd, he has resorted to novel ways in differentiating himself and his party in the minds of the people.
This post is for Indian General Elections 2014 with social mobile apps