By Lord Ashcroft
If there is one thing that unites Conservatives it is the desire to win the next general election outright. Certain things follow from this. The first is that we need more votes at the next election than we received at the last. This means attracting people who voted for a different party last year. This in turn imposes two requirements: to address the things they care about most, and to show that we are changing the things that put them off voting Conservative in the past.