Lance Price is a Political Strategy Consultant who worked at 10 Downing Street from 1998 to 2000 where he was a deputy to Alistair Campbell. He was the Labour Party's Director of Communications from 2000 until the General Election of 2001, when Tony Blair secured his second landslide. Before joining Number Ten he was a BBC Political Correspondent for many years.
Lance Price has written the definitive account of the campaign that got Modi to where he is now. He tells a good story. Extensive interviews with key aides, interesting comparisons with powerful politicians he has worked with, and detailed chats with Modi himself have given Price's book an exciting immediacy. Price gives us a ringside view of Modi's way of working. - The Times of IndiaThis book will help people around the world to understand more about Indian democracy and our campaign. - Narendra ModiPrice brings to the debate is the spin-doctor's perspective . . . He dissects Modi's strategic and tactical decisions, the social media interventions starting as far back as 2010, the advertising campaigns, the media coverage and the role of the three crucial 'ecosystems' that won Modi the election. - Financial TimesThe Modi Effect is a highly readable book written in a racy and lucid style. - Financial Express