In politics, the keys to success are allegiance and loyalty, both to your party and to the public.
David Cameron appeared to put both these rock-solid pieces of guidance to one side as he pledged his devotion to IKEA in a room full of B&Q employees in Eastleigh on Thursday.
His cack-minded consumer confession drew gasps from an obviously shocked and betrayed crowd.
It didn't get off to a great start either, when the most powerful man in the country revealed he had prepped for the Q&A session by piecing together some Lego with his son.
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Not only did he construct it, but the Eton and Oxford educated leader of our Great Britain "decoded" the instructions.
Instructions written for children aged 5-12.
No wonder the bloody shed did his head in.