Your next leader - and your team and your policy book - should be bursting with ideas, ideas, ideas. That is how you will defeat the Trudeau phenomenon: with smart ideas, not by making lame selfie jokes.
From the leader, though? From the backroom folk? That's not really the conservative brand, is it? That brand is about avoiding the nanny state and giving agency to Canadians proper, isn't it?
Trudeau is a likeable leader, a strong presence, and - if the Tories frame him the right way - a bit of an autocrat.
The way to counter this, carve out turf and actually do right by the country isn't to have a Britannica of ideas to sell the nation, but to develop a Wikiplatform where Canadians can express their own hopes and dreams, challenge each other's narratives, explore options and then map everything out to see where their are gaps to be addressed.
Happens to tie into one of the Harper government's narratives, too, and could help reframe some of Canada's concerns about that era.