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Power of the 80/20 rule

Darren Caveney says the councils with the most clear and consistent communications strategies tend to fare best – and he sets out a simple hierarchy of plans that will lead to success.

As I write this, England's mens' batters are dispatching Australia's weary bowlers to all parts of the ground in the final Ashes Test... bear with me if you're not an England cricket fan, there is a point to all this.

England's now famed ‘Baz Ball' has taken the cricketing world by storm. It is about challenging some of the usual conventions of the game, scoring runs quickly and pressuring the opposition at all times. It is also about entertainment. It flowed from a poor run of results by the England side, which was all a bit negative, scratchy and, well, reactive.

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