If you think politics is just about governance, think again. Politics is marketing—branding, positioning, and influence. And in today’s world, if you’re running a business, navigating politics isn’t optional; it’s a survival skill.

I recently attended Intersection of Business and Politics: Insights for Leaders, led by Dr. Ken Chan, Partner at Optimus SBR. This event laid bare the realities of corporate lobbying and why even governments themselves hire lobbyists. The key takeaway? If you’re not at the table, you’re on the menu.

💼 Lobbying: A Legitimate Business Strategy

Lobbying isn’t a shadowy backroom deal—it’s a structured, strategic process that connects businesses with policymakers. Done right, it contributes positively to both business performance and public policy. Consider these stats:

$4 billion spent on lobbying in the U.S. in 2023.
12,000 lobbyists registered in the EU.
7,000 lobbyists registered in Canada.

Corporations that engage in lobbying see tangible business advantages—reduced risks, competitive edges, and a seat at the policymaking table.

🌍 Why Businesses Need to Master the Political Landscape

The event made one thing crystal clear: business and politics are deeply intertwined. Whether you’re a multinational or a startup, you need to understand and leverage government relations. Key reasons include:

Aligning with government priorities: If your business goals and policy trends don’t align, you’re already behind.
Regulatory navigation: Governments create the rules of the game. Smart businesses work to shape those rules.
Risk mitigation: Policy shifts can make or break industries overnight. Engaging early reduces exposure to sudden regulatory risks.

🔥 The Evolution of Lobbying: The Trump Effect

In response to my question after the event, Dr. Chan pointed out that traditional lobbying playbooks are being thrown into chaos under Trump 2.0. His unpredictable approach to policymaking is disrupting conventional lobbying tactics, leaving firms scrambling to adapt. This uncertainty continues to reshape how lobbying is done today.

📖 The Lobbying Playbook: How to Do It Right

Dr. Chan’s research, based on 65 elite interviews with business leaders and policymakers, provides a clear roadmap for effective lobbying:

In-House vs. Outsourced Lobbying
- Companies with in-house government relations teams often still hire external lobbyists. Why? External experts provide political intelligence, validation, and access to key networks.
- Lesson: Even governments hire lobbyists to navigate their own bureaucracy. You should too.
Trade Associations as a Collective Voice
- Businesses can wield more influence when they advocate together.
- Lesson: If you can’t lobby alone, join forces with industry associations that can amplify your message.
Understanding How Policymakers Think
- Ministers and advisors prioritize ethical engagement, a deep understanding of government processes, and solutions that align with public interest.
- Lesson: Building credibility is key. Political staffers remember who plays fair—and who doesn’t.

🍻 The Best Hiring Tip in Government Relations? Head to the Bar.

A lighthearted but valuable insight: If you’re serious about building political influence, hire young former political staffers. Where do you find them? The bars near government offices. These are the people who know the inner workings of policymaking and can be your best asset in navigating government relations.

🎯 Non-Market Strategy: A Critical Business Lever

Unlike traditional competitive strategies that focus on pricing, branding, or innovation, non-market strategy refers to how businesses engage with governments, regulators, and the public to shape the business environment. Lobbying is one of the most effective non-market strategies—helping businesses shape policies that directly impact their industries.

🏆 Final Thought: If You’re Not in the Game, You’re Losing

Lobbying isn’t just for Fortune 500 companies. It’s a tool for any business serious about long-term success. In an era of regulatory uncertainty, global interconnectivity, and policy-driven market shifts, staying politically savvy isn’t optional—it’s a business imperative.

If your business isn’t engaging with politics, it’s time to rethink your strategy. Because whether you like it or not, politics is marketing, and the most powerful brands know how to play the game.

Let’s discuss: How is your business navigating the political landscape?

Peggy Van de Plassche is a seasoned advisor with over 20 years of experience in financial services, healthcare, and technology. She specializes in guiding boards and C-suite executives through transformational change, leveraging technology and capital allocation to drive growth and innovation. A founding board member of Invest in Canada, Peggy also brings unique expertise in navigating complex issues and fostering public-private partnerships—key elements in shaping the Future of Business. Her skill set includes strategic leadership, capital allocation, transaction advisory, technology integration, and governance. Notable clients include BMO, CI Financial, HOOPP, OMERS, GreenShield Canada, Nicola Wealth, and Power Financial. For more information, visit peggyvandeplassche.com.

💼The Business of Politics: Why Lobbying is a Power Play, Not a Dirty Word