With the final parliamentary rounds of the Conservative leadership election getting under way this week it was interesting to listen to Beth Rigby's Electoral Dysfunction podcast reflecting on last week's Tory party conference.
Former Labour MP Harriet Harman suggested that this interminably long recruitment process had become something of a beauty contest and that it was important that the remaining candidates go away to think about what it is they stand for.
Of course, Ms Harman is right, ideology is important for any candidate. Where do they stand on the economy? On immigration? Where are they on the political spectrum?
But ideology isn't the beginning and end.
How you look and how you communicate is just as important when it comes to being entrusted by the public with political power. You may have the best set of principles in the world (or to counter that, truely hateful ones) but you will never gain office if you do not communicate them in a way that resonates with a sizeable portion of the electorate.
Take this year's general election as an example. Few people would understand the intricacies of Sir Keir Starmer's personal ideology but in the years that preceded him entering office - and the short campaign itself - he communicated an approach of dignity and service (albeit, arguably, that approach may have crumbled fairly quickly).
There is much that can be said in another post about governments losing power, rather than oppositions winning it, but broadly in July enough of the electorate saw Sir Keir as a decent, competent pair of hands.
It can be argued that this year's Labour manifesto was the thinnest in history in terms of policy platform, it wasn't an epic ideological tome - what you may expect from a party that has been out of power for a decade and a half - but rather a document that in four or five years time cannot be held by Labour's opponents as some sort of 'sausage to fortune' scenario. (See what I did there?)
The Times last week reported on comments made by Baroness Morgan of Cotes that the next Labour leader must appeal to people from "Cheltenham High Street to Loughborough Market". She said when it comes to finding the best leadership candidate she has a "Sunday lunch test... If the new leader turned up in your house for Sunday lunch could you ask them to open a bottle of wine and serve the guest and chat to people?"
I've always followed a similar rule when voting for leadership candidates- and yes, I do have a vote in the Conservative contest. Would I be happy to have a pint at the pub with them?
Invariably most successful Prime Ministers have always passed those tests whether it was Margaret Thatcher, Tony Blair or David Cameron. Your backgrounds may differ but you wouldn't be stuck for conversation - it's the chat not the alcohol that is important, you see?
Even those most divisive of politicians Nigel Farage, Boris Johnson or Dennis Skinner pass the test. You may disagree with them, but they have a depth more than just ideology.
So my advice for the next Conservative leader (or any politician) is yes, understand your ideology but remember it counts for nothing if your potential voters cannot empathise with you.
In the real world of politics what you look like and what you sound like are ust as important as your views on Adam Smith.