Daily Inspiration Quote by Adam Rickitt

It lands like a shrug, but it’s a telling shrug: the politely impatient tone of someone watching politics lag behind the rest of modern life. Adam Rickitt’s phrasing is studiously non-combative - “all of the parties,” “some way to go,” “better utilise” - a soft critique designed to sound constructive rather than partisan. That matters. As an actor, he’s not trying to win a policy argument; he’s trying to sound reasonable inside a media ecosystem that punishes celebrity certainty and rewards celebrity “common sense.”

The intent is pragmatic: campaigns should get smarter about IT. The subtext is sharper: parties are still treating technology as a bolt-on tool, not the bloodstream of persuasion and organization. “IT” also dates the sentiment in a specific way. It’s the corporate, catch-all term that lumps together websites, databases, email lists, and whatever counts as “digital” in the moment. That vagueness lets the speaker gesture at modernization without getting dragged into the ugly specifics - data profiling, microtargeting, algorithmic manipulation, or the trust crisis created by online misinformation.

Contextually, this kind of line fits the era when UK politics was waking up to American-style digital campaigning and the growing expectation that voters could be reached, recruited, and nudged online. Rickitt’s celebrity status gives the comment extra cultural charge: it frames tech not as ideology but as competence. The criticism isn’t “your values are wrong”; it’s “you’re behind.” In politics, that’s often the more devastating accusation.