SIA is a simple framework for structuring answers to political questions. It works at a hustings, in a media interview, on the doorstep, in a selection panel.
The idea is to lead with the human moment, then the policy point, then what you'd actually do. Three steps, in that order, every time.
Story comes first
Start with the human moment. A personal connection, an experience, a person you've met, a thing you've seen. This is what stops you sounding like a politician. People remember stories far longer than they remember policy positions, and they trust people who lead with humanity.
Insight comes next
This is the policy point. What's actually wrong with the current situation? What's the analysis that explains it? This is where you show you understand the issue, not just that you feel strongly about it.
Action comes last
What would you do about it? What would the Liberal Democrats do? Be specific. Be concrete. Give the listener something to hold you to.
Why it works
Most political answers go straight to policy and skip the human moment, which makes the speaker sound like a press release. SIA forces you to lead with story, which is what humans connect with. The insight gives you credibility, and the action gives you accountability.
How to use it under pressure
SIA is short enough to remember when you're nervous. Three letters, three steps. It's also forgiving. You don't have to weight each part equally. Sometimes the story is two sentences and the action is one. The order is what matters.
Where it came from
I've developed and refined SIA over many years of public speaking, leadership coaching and political campaigning. I first applied it while writing a book on product leadership, and I've since adapted it for political rehearsal. The tools on this site use SIA as the coaching scaffold.
Where to use it
SIA works for hustings answers, interview answers, doorstep conversations, selection panels, podcasts, conference speeches. Anywhere you need to answer a question in a way that connects with the listener and earns their trust.