The 80/20 rule, or the Pareto Principle , says:
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80% of what you get comes from 20% of what you do. Small Effort, Big Reward.
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20% of what you get comes from the the other 80%: Bigg Effort, Small Reward.
It is a rule that is used in business . 80% of income comes from 20% of your customers. The rule narrows down, and 80% of the 80% comes from 20% of the top 20%. Or to put it another way, 4% of your customers create 64% of your income.
The 80/20 rule works elsewhere. I’ve seen it in fisheries subsidies. 80% of subsidies go to 20% of fishing boats. I’ve come across it recently for energy subsidies – most go to a few companies.
80/20 for lobbying
The same rule applies in lobbying.
Most key decisions are taken by a very people.
As a rule of thumb, on most EU legislative files I have worked on, there are around 250 people working on the passage of the law. This list includes the politicians, Ministers, advisers, officials working on he file, and the assorted influencers from think tanks, academics, media, industry and NGOs.
You’ll think that the list be longer than 250. I’ve removed the hanger ons , observers to events, and people who think they have a role or influence, but in reality don’t. They don’t merit a footnote.
At different times in the gestitation of EU law the list varies. At the start, it is smaller. The inter-service group, inter-service consultation and Commissioners who have skin in the game. That list can be smaller than 50.
Many key decisions are taken by around 25-50 people. And, in many cases, the real decisions are taken by just a handful of people.
The trick is that their names are not always the most obvious. You’ll need to indentify the people, the obvious and the hidden decision makers.
You’ll find the same rule popping up in votes in the EP. If you rely on outliers to win votes you can’t be suprised when you loose. Voting coalitions around issues coalsce quickly around established groups and voting pattens.
Added to this, many key decisions are taken early on by key people. They are fixed in stone. If you turn up late in the day, for the extra time 2 minutes of play, you can’t act surprised when few things changes.
What does 80/20 mean to you
This may lead you to change how you lobby.
Drinks receptions and adverts that avoid the key decision makers and influencers start to loose their sparkle., unless some of the key players are attending the event or reading the press.
Putting leaflets into the pigeon holes of MEPs to raise interest in an unknown issue is akin to using a shotgun for sniper practice.
It is a mindset that leads you to simplify and reduce the number of people. In a business that thrives on complexity and clutter this is alien. Pinning hopes on the contact of a contact 2 minutes after the decision or vote is taken want work with the 80/20 mindset.
If you are smart, you’ll take a page out of ‘What Makes People Tick‘ and adjust your argumentation to the values of each of the 25 or so people. You’ll individualise the message.
I’ve found it a helpful part of the toolbox of a lobbyist and campaigner. After all, if the 80/20 rule is a law of nature, it is going to be a rule that works for lobbying and campaigning. Every time I’ve used it, it’s worked.