For the benefit of non-U.K. readers, two weeks ago we had a General Election. Now, the Cog Blog is a politics-free (and click-bait-free) zone. We have never stooped to the classic “Five Things You Can Learn from ...” trick, but for once there are some interesting lessons to be learned from the way our main political parties conducted their campaigns. Those lessons are simple. Use the right medium both to reach and to influence the target market. Match the message to the medium. Remain flexible so that you can evolve your messaging over time. Do all you can to build empathy.