Public Affairs: Soap Box - John Lehal, managing director, Insight Public Affairs

'What's next?' President Jed Bartlet would often bark in The West Wing.

David Cameron could be forgiven for asking the same question of his aides. As the smoke clears from the ferocious fighting over the Health Bill, a much bigger debate at the heart of Government sees battle lines drawn again.

The public services white paper will set out major reforms to public services against the now-familiar backdrop of localism, big society, mutualism, value for money and efficiency. With education, health and welfare-to-work changes already racing ahead, there's an irresistible urgency - it must be out by recess. No pause, no listening exercise, no U-turns: it has to be right first time.

Perhaps the biggest challenge of all will be selling a narrative that resonates with voters. Mutuals, social impact bonds and presumption to compete may already be in vogue, but they're not understood by the public. The coalition must focus on three core questions: how are alternative providers already being deployed? How are they making public services better? And, crucially for the deficit, how are savings being made?

Bartlet once said: 'I don't want to make the same mistakes over again.

Not when there are so many new mistakes we can make.' Too true for this white paper.

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