[So Good They Can't Ignore You](https://www.amazon.com/Good-They-Cant-Ignore-You/dp/1455509124) by [[Cal Newport]] is a book every political operative should read. We're an industry driven by lifestyle businesses and passion projects. For the most part we rely on referrals, friendships and associative to determine the value of someone's work. >> **Which is tremendously useful!** What if, as an industry, be it public affairs or political advertising or political strategy in general, we put more emphasis on demonstrating heuristics for how to tackle the problems our industry forces us to tackle. >> ***cough cough* The Matter may be an attempt to do just that** The way, too often, to be "so good they can't ignore you" in campaign politics is two things: 1. Be along for the ride of high profile races, with high profile people who can vouch for you. 2. Be an attention whore. Perhaps the digital future can presage a *via media*. Geographic constraints to talent are shrinking. Capital constraints to starting up are leveling. This will be good news for [[smart candidates do certain things|smart candidates]] in search of talent and strong operations.