Theresa May blank eyes. Matt Brown / Flickr. Some rights reserved.
There is an old commercial maxim, which states you don’t close a sale, you just open a relationship. And if it stands a chance of surviving, there has to be a degree of honesty: as the saying goes, you can’t sell a doughnut if you don’t acknowledge the hole.
No one holding responsibility inside the Conservative campaign team seems to have understood this, or any other basic principle of selling. The result has been a badly-packaged election pitch which has tried to offload Theresa May as a strong and stable leader, when those with experience of her, especially at cabinet level, knew this was always going to be a suspect product unlikely to pass any stringent consumer test.
