The coronavirus has fundamentally changed every 2020 election. And even before that, the world was already changing at an increasingly fast pace.

In his newly released TEDx talk, Dr. Louis Perron, an internationally renowned political consultant, offers a formula to win elections campaigns everywhere where there are competitive elections. "Many people think that all it takes to win an election is a catchy slogan and a million bucks" he says. "Think again!"

Perron argues that it takes the four "M"s to win high-profile election campaigns: message, media, money and make no mistakes.

Message: No party can count any longer on loyal, regular voters. As a result, a party has to constantly innovate and reinvent itself. Ideally, campaigns should tie their message to the current circumstances.

Media: The key for a candidate is to be authentic.

Money: Moving from backroom fundraising with big donors to message-driven fundraising.

Make No Mistake: One of the biggest mistakes in campaigns is that candidates assume voters would care about their politicians. All material a campaign produces should tell voters what's in it for them.

The talk was given last November at TEDx Zurich in Switzerland and was recently released on YouTube and the TED website. With the U.S. elections fast approaching, this is a timely piece.

Dr. Louis Perron is an internationally renowned political consultant based in Switzerland. He has won two dozen competitive election and referenda campaigns in various countries. His clients include everything from mayors up to senators, members of cabinet, presidents – and a former miss universe. He is the author of the book "How to Overcome the Power of Incumbency in Election Campaigns."