RULES FOR EFFECTIVE LOBBYING

In discussing how to be an effective lobbyist, the importance of judgment and intuition have often been noted. It has been said that judgment and intuition are "bought through experience, broad exposure to the ideas of others and the traditional practices of the craft, and reflection."   Application of  the following rules is an excellent way to help ensure that you maximize your "purchase" of the  judgment and intuition you will need to be an effective lobbyist:

1. BE A SPONGE -  When I first went to work as legislative staff in Sacramento in 1975, I felt like I had been dropped from another planet. I realized that I had a tremendous amount to learn about the ways of the capitol and made the wisest decision of my career: to be a sponge and soak up the requisite knowledge to succeed.  My advice: observe closely why people are succeeding and why they are failing and apply the lessons your learn.

2. TELL THE TRUTH - It is easier to remember.  If all the other good reasons (moral, ethical and otherwise) don't convince you, the fact that you won't have to remember what you made up should.

3. YOUR WORD IS YOUR BOND - Much of your ability to function in Sacramento depends on trust; your reputation for living up to your end of a bargain will be one of the most important determinants of your lieklihood of success.

4.  YOUR BIGGEST CHALLENGE IS MANAGING CLIENT EXPECTATIONS - Unrealistic expectations will result in untenable pressure to do the wrong thing at the wrong time.

5. UNDERPROMISE AND OVERDELIVER - This can be difficult when it results in losing  prospective clients to lobbyists who make promises of success that they know they can't deliver, but it is the right and ethical approach and in the long run will serve you best.

6. TRUE GENIUS INVOLVES KNOWING WHEN TO STOP -  One example is testimony in committee.  Too many times I have seen witnesses lose a bill in committee because they continued to speak past the point of effectiveness.  When I worked for the Assembly Judiciary Committee, our chairman would sometimes help witnesses to avoid this error by asking them, "Do you want your bill or do you want to talk"?

7. DON"T IGNORE MINORITY PARTY MEMBERS-  There are so many reasons supporting this rule:  common courtesy, you may need their votes and not realize it,  you will need them on some future issue,  they may raise issues you may not have thought of,  no one likes to be ignored,  etc.

8.  PERSEVERANCE = PERSISTENCE PLUS PATIENCE - Do not make the common and costly mistake of equating perseverance with persistence alone .  Zen Master Phil Jackson said it best: "There's no percentage in trying to push the river or speed up the harvest.  The farmer who's so eager to help his crops grow that he slips out at night and tugs on the shoots inevitably ends up going hungry."

9. NEVER CONFUSE MOTION WITH ACTION - The "do something, anything" approach can cost you dearly.  Sometimes it is better to leave a stone unturned (especially if you don't know what is under it.)

10. IMPETUOUSNESS ("READY,FIRE,AIM") IS YOUR ENEMY - And analysis and strategy are your friends.

11.  NEVER SPEAK ON BEHALF OF ANOTHER ENTITY OR PURPORT TO REPRESENT ITS POSITION WITHOUT SPECIFIC, CLEAR, DEFINITIVE, PRECISE AUTHORIZATION -  Representing someone else erroneously and/or without authorization will get you into more trouble than virtually any other lobbying sin.

12. KEEP YOUR EYES ON THE PRIZE - There will be unforseeable twists and turns on the road to achieving your goal.  Don't let them be a distraction.  Instead re-assess your strategy and tactics as necessary.

13. DON"T LET THE PERFECT BECOME THE ENEMY OF THE GOOD -  There will be times when you can get most, but not all, of what you are seeking.  Don't let yourself lose a major victory by stubborn pursuit of the unattainable.

the last three rules are really "life rules" but are especially important when applied to lobbying:

14. "RALF" (Recognize, Admit, Learn from, Forget About)  YOUR MISTAKES

15.  WHEN YOU GET FRUSTRATED: STOP,BREATHE and THNIK

16.  DON"T TAKE SETBACKS PERSONALLY