Memo to Ed Miliband: 'relaunch' is the most toxic word in British politics There's a teleological aspect to this. Once this starts, the narrative has only one conclusion - change. That's the true challenge. When the story only ends with a change then you have to be - as in the oft-cited Gandhi quote - the change itself. The golden rules of the successful relaunch are simple. But they are just not easy to achieve. First, don't get to where you need a relaunch. See above. Second, don't have a relaunch. See above, also. Third, as they say in writing classes - show, don't tell. When you're strong, you don't have to say you're strong - you just are. Fourth, play to your strengths. Never forget what they are. And never let the voters forget the intellectual and emotional reasons they have for supporting you. Fifth, attack is not just the best form of defence, it is also the best form of attack. Go for your opponent's weaknesses. The best punch is a blow upon a bruise. Never forget to attack your opponent's strengths either. If you can take those from them then they are truly vulnerable. Sixth, don't forget the magic shiny dancing monkey. Distraction. Politics, like its sister professions of magic and comedy depends on misdirection. If you don't want this fight don't have it. Pick another. Change the weather by changing the conversation. Finally, burn up the road. You can only take a beating if you're caught. You can only get caught if you stand still. Well, what are you waiting for? Run. Take the lead. And keep it. John McTernan is a Labour Party political adviser, political strategist and commentator