From Janan Ganesh in the FT:
More than any profession, politics suffers from the myth of strategy. Its practitioners and pundits tend to attribute electoral success to a compelling “message” or “narrative” backed by a “ground game”, a media “operation” and something to do with the internet. There is almost nothing that cannot be achieved if you politic hard enough, it seems.
This is, of course, a fantasy. The first law of politics is that almost nothing matters. Voters barely notice, much less are they moved by, the events, speeches, tactics, campaigns or even strategies that are ultimately aimed at them. Elections are largely determined by a few fundamentals: the economy, the political cycle, the basic appeal of the party leaders. The role of human agency is not trivial, but it is rarely decisive either.