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How Cleverlymania took over the Tories

The next leader? Credit: Getty

October 2, 2024 - 7:00pm

Politics is not simply a battle of ideas and ideologies, but a performance. And that is why James Cleverly’s speech in Birmingham today is so important, less because of its sparse content than the way it was delivered and the feeling that he managed to impart. It was delivered with normal words, in normal sentences by someone who looked and sounded normal. And the crowd loved it.

I have written before about political instinct and why it is so much more important than policies. Leaders must make decisions without all the information available to them, and so must rely on their instincts to decide what to do, alone and in the knowledge that they will be judged and condemned if they make the wrong call. But there is another trait that is required in leadership: character.

When a political leader has to make a decision without all the information, they must be brave enough to stand out in front of the evidence to move quickly and decisively. Theresa May and Gordon Brown are two examples of dutiful, experienced politicians who never acquired such bravery and paid enormously for it. May was unable to decide quickly which Brexit to pursue, until the European Union decided for her; Brown was unable to act decisively and call a snap election before being outmanoeuvred by David Cameron and George Osborne.

In his book The Tragic Mind, Robert Kaplan argued that too many of the leaders who emerged at the end of the Cold War shared a character trait that was equally disastrous: optimism. Tony Blair and Bill Clinton believed in the march of progress like a faith. Had they been raised in an environment that dwelt on the inherent tragedy of life, Kaplan argues, they would have made better decisions, avoiding the actual tragedies they delivered in the Middle East and beyond.

This is one element of character. The other is the ability to inhabit the role of leader — to be authoritative, comfortable with attention, and capable of performing in public. David Cameron beat David Davis to the Tory leadership in 2005 largely because he was able to do this. The two American presidents Cleverly referenced in his speech today — Barack Obama and Ronald Reagan — achieved success in part because they were attractive, authoritative characters whose attributes seemed to meet the moment.

What was striking about the Shadow Home Secretary on stage today was how comfortable he appeared. This is not easy, either. Rishi Sunak, Liz Truss and Theresa May never had this ability — and nor does Keir Starmer. Cleverly also has the advantage of a voice that does not grate and a physique that is neither weedy nor fat. He looks like a man who could eat a bacon sandwich and drink a pint. Trite, yes, but ask Ed Miliband whether this matters.

One other important point about his speech, as noted to me by a pollster recently, is that Cleverly’s confidence allows him to be self-deprecating in a way English voters demand and which some of the other candidates — Robert Jenrick was mentioned — seem to lack, gripped by a self-seriousness that feels more American than British. According to recent polling, he is the most popular candidate among the general public, and he is making progress among members.

Cleverly’s actual analysis of the challenges Britain faces today still leaves a lot to be desired. He has no convincing explanation as to why the Conservative Party performed so badly in office — indeed, he was at pains to defend the previous government’s record, even as he apologised to party members for MPs’ behaviour. Nor does he have a clear explanation for why the country is in such a state, with the NHS collapsing under pressure, the economy stagnant, and wages depressed. Will getting the state’s “heel off your neck, its nose out of your business and its hands out of your pocket”, as Cleverly put it today, really fix this?

His offer of “optimism” and “belief in the future” is not enough to be a good prime minister. He has no explanation why it will be “Morning in Britain” again under him when it very much was not under the previous five Tory leaders. Still, after his speech it is clear that he has the tools to be a dangerous opponent for the Labour Party.

The warning for the Tories, however, is simple: optimism does not always do the job. The last Conservative leader who believed in the future and Ronald Reagan lasted 49 days in the job. The last one to make Conservative MPs feel good about themselves with an easy-going confidence and humour after a seismic defeat to the Labour Party was William Hague. And he went on to get hammered regardless. Cleverly certainly has the character. If he is to succeed, he will need to add the ideology.


Tom McTague is UnHerd’s Political Editor. He is the author of Betting The House: The Inside Story of the 2017 Election.

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Robbie K
Robbie K
3 hours ago

Cleverly certainly has the character. If he is to succeed, he will need to add the ideology.

He will also need to stop being a total and utter bell end. It could be too late for that however.
It’s just baffling how some people like Cleverley and Kamala Harris reach this level, truly desperate stuff.

David Lindsay
David Lindsay
3 hours ago

If James Cleverly and Tom Tugendhat came first and second, in either order, then the second-placed would stand aside, and the Leadership Election would be over. The Tory Deep State wants Cleverly, as it wanted Rishi Sunak. And it got him.

Richard Calhoun
Richard Calhoun
2 hours ago

You have just illustrated the reason why the Tories will not succeed whoever they elect from the 4 candidates … all 4 have no answers … they facilitated the mess they have left us.
They need to find a leader untainted by the past, otherwise they will cease to exist before too long.

Jeremy Bray
Jeremy Bray
45 minutes ago

Too Cleverly by half perhaps?

Prashant Kotak
Prashant Kotak
17 minutes ago

I don’t understand why none of them talked in depth about the imminent machine intelligence tsunami, not even Badenoch, who worked for several years in IT and has coalface coding experience. None of what they were all waffling on about, nor any of what Starmer and co are so preoccupied with, is going to matter very much when the wave breaks.

Prashant Kotak
Prashant Kotak
2 minutes ago

I heard bits of their pitches, and I have to admit it was all very lackluster. Jenrick wants to create a “new Conservative Party” – very good idea. My suggestion for an appealing name for this new party is, umm, errr, “Reform”. And to make this name even more appealing, by binding it to the nation state, I suggest adding “UK” to the name – so, errrm, “Reform UK”. Um, so what do you think?