Some Policy Doesn’t Fail. It Waits.

Five years ago, my lobbyist and I developed bill language in Connecticut we strongly believed solved a market access problem in the cannabis market, namely reciprocity.

We quickly did what you’re supposed to do—we pressure tested it outside of the organization. We talked to stakeholders. We socialized the concept. We tried to move it forward.

And it went nowhere.

No debate. No amendments. No real engagement. No bill.

At some point, we were forced to ask the question every public affairs professional asks: Is our policy wrong? Is the language, coalition, issue, or strategy flawed?

We could not find any and no one disagreed with the policy.

In public affairs, we like to believe that good ideas win. But, they don’t.

Well-timed good ideas win.

Five years ago, our policy was good and ill-timed.

Today, that same core language—the same ideas we worked through years ago—has made its way into a bill.

What's the lesson,: Good policy is often ahead of its time.

I've written about this before, but I want to reiterate this point-- good public affairs is about the right timeline, not yours.

If you have a good policy position, embrace the opportunity to let the market mature and change. You'll be surprised that the idea that could not gain traction a year or two ago is now the one people want to talk about.