Agang went into this general election with no obvious indication of what they stood for as a political party. Their leader seems to be a pleasant enough lady who has done well for herself over the years, but you couldn’t help but feel that she desperately wanted everybody to like her. Her inability to commit to just a few key points of differentiation completely killed Agang’s political ambitions in this election.
In contrast to Agang, the EFF had a very clear set of points on their election agenda as a political party, they literally forced you into an opinion of them. You either love the EFF and most probably voted for them, or think that they are the ‘biggest threat to South Africa’ since the radical days of Winnie Mandela and feel uncomfortable even reading this.
All too often we make the mistake of wanting everybody to love us and fail to commit to a position, but that just turns you into a forgettable commodity that doesn’t make a connection with anyone.
The EFF taught everyone a lesson in politics (and marketing to be frank) and also showed that all the PhD’s in the world don’t necessarily have any clue how to stir emotion and get public buy in when it comes to the crunch.
Love ’em or hate ’em the EFF were impressive and with very little resources showed what can be done with a clear intention.
In the same vein, the DA probably also spent way too much energy focussing on the shortcomings of the ANC rather than sharing what they would offer differently as a ruling government. All we heard from their campaign was ANC this, ANC that and very little about the DA. As a party they did well in this election, but how much better could they have done if they had just focused on what makes them better.