Alastair Campbell, former director of communications for Tony Blair, has introduced a new concept he calls “persevilience,” which he defines as the ability to transform setbacks and difficult experiences into positive opportunities. This concept, detailed in his latest book released this week, aims to distinguish itself from perseverance and resilience by emphasizing a conscious choice to find hope and actionable positivity amid adversity.

Campbell describes persevilience not as blind optimism but as an acceptance of harsh realities while deciding to respond constructively. Reflecting on his personal struggles with depression, he explained that traditional resilience—simply powering through challenges—was not sufficient. Instead, adopting the mindset of persevilience, or deliberately rethinking and managing his mental health, has helped reduce the frequency and severity of his episodes.

He also applies the concept to broader political and global challenges, citing issues such as the Trump presidency, climate change, and ongoing conflicts. Campbell said he made a personal decision to avoid traveling to the United States during Trump’s tenure, a choice he sees as empowering rather than defeatist, as it allows him to select what influences he permits into his mental space.

Campbell argues that persevilience is a critical leadership quality, enabling individuals and organisations to convert hardship into positive momentum. He suggested Tony Blair embodied this quality, while he offered no definitive assessment of current British Labour leader Keir Starmer’s leadership in this respect.

The interview took place on Hampstead Heath in north London, near Parliament Hill lido, where Campbell revealed that he swims daily regardless of weather conditions, complementing this with cold showers to toughen both body and mind. He credits this regimen as part of the mindset that supports persevilience, rooted in endurance and incremental progress.

Throughout his career, Campbell has been known for his intensity and competitiveness. During the 2003 London Marathon, held amid controversies surrounding the Iraq War and the “dodgy dossier,” he ran ahead of his personal protection officer to reach the finish line first. He admits to being somewhat obsessive but attributes this drive to a desire to maximize the potential of his circumstances.

Campbell is also recognized for his cultural engagements and wide-ranging interests. A Burnley football fan, he recalls playing with Diego Maradona and often discusses notable figures in politics and sport. As co-host of the podcast The Rest Is Politics with Rory Stewart, he notes their recent achievement of 21 million downloads in a month.

At 69, Campbell remains active and deeply connected to the London environment, frequently posting images of trees from Hampstead Heath on social media. His partner, Fiona Millar, continues to serve as a governor at the schools attended by their children, highlighting Campbell’s rootedness in his community.

Known for his sharp style during his time in Downing Street, Campbell has been cited as the inspiration for the fictional character Malcolm Tucker in the BBC series The Thick of It. While acknowledging the character’s prominent traits, he insists he is not inherently “mean and nasty” and stresses the pressures of working in a demanding political role.

Since departing Downing Street in 2003, Campbell has authored a wide range of works, including diaries, novels, children’s books, and memoirs focused on mental health. Through his concept of persevilience, he seeks to offer a new framework for coping and leadership in an era marked by uncertainty and challenge.