Ed Miliband needed to explain three things today: who he is, why he should be PM, and Labour's vision for Britain.
He's got an uphill climb on all three fronts. Pollsters Populus say that 49% of his own party can't imagine him as PM. His numerous policy reviews are a year away from completion. And most of the public still blame Labour for many of Britain's ills.
So how did he do? Alright - not brilliant, and not a disaster.
On the personal stuff, we now know a bit more about him, Justine and the boys. He's thoroughly decent, he tells it straight. And he did tell a few good jokes, especially about that nose job.
But I'm not sure the "outsider" bit worked. Yes he went to a comp in Camden, and he's less privileged than Cameron (not difficult) - but the Miliband brothers are more insider than out.
Ed told us he aspires to be our Prime Minister. But the immediate reaction this afternoon is sceptical, and tomorrow's headlines are unlikely to champion his cause. As I left the conference hall, Jon Snow & Michael Crick were doubting Miliband's potential - and the predictable critics (Tim Montgomerie, Iain Martin) were writing him off.
Miliband set out his New Bargain for Britain - his version of FDR's New Deal, I suppose. Rudely interrupted by a power cut (I blame David), he railed against predators and Tory tax cuts - and reclaimed the NHS (to a standing ovation).
But I'm not convinced "New Bargain" will endure as his defining theme. It feels like a passing phrase, no matter how many times he repeated it. And it was offset by too many other bitty bits - not the first time a leader has tried to cram too much into a conference speech.
His most important line was this: "Waiting for the Tories to fail won't win us the election." Too true. Which means he needs to set out a credible alternative. That will take time, but Labour needs to get on with it - and not just rely on the other lot slipping up.
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