This work is published in conjunction with the Bow Group. Previously unpublished polling reveals why the Conservatives have suffered three huge election defeats. The party's brand is damaged - why is this and how can it be fixed? What political programme will get the Conservatives elected? It is written by 10 Conservative MPs or recent candidates in their 30s - the future of the party. It is aimed at all those interested in politics and the changing political map from 2006 onwards. The Conservative Party has suffered three catastrophic general election defeats, unprecedented for over 150 years. It has flatlined in the polls for 13 years. This book looks at previously unpublished polling conducted over the summer by Populus, which diagnoses why the party has a tarnished brand and what this means. For example, Conservative polices, when pitched in isolation to the electorate, are often received favourably. But when they are pitched as Conservative policies, net agreement halves! The problem is not with the policy but with the party itself, and this book is about how the party must change in practice to overcome this problem. It ends by laying out a Conservative vision - a vision that can win the next election and that can make Britain better. The authors have been selected to represent the future of the party. They will play a significant role in shaping the party's direction: Justine Greening MP, elected in 2005; Anne Milton MP, elected in 2005; Rob Halfon, narrowly lost in 2005; Dominic Schofield, narrowly lost Battersea in 2005; Damian Collins, contested Northampton North in 2005; Nicky Morgan, contested Loughborough in 2005; Sarah Richardson, contested Leicester West in 2005; Martin McElwen, contested Leicester South in 2005; Peter Franklin, former aide to Oliver Letwin; and Andrew Cooper, director of Populus.