Labour’s election strategy is slowly beginning to emerge. At the Fabian conference on Saturday, Gordon Brown said social mobility would be not only the defining theme of the campaign but ‘New Labour’s project for the next generation.’

He spelt out his vision of a society where everyone can fulfil their potential, whatever their background, and argued that whilst government has a vital role to play in ensuring our economy and public services support opportunity and fairness, people also have a responsibility to work hard and play by the rules.

It’s fair to say the speech was greeted with a certain amount of scepticism in the policy discussions that followed, and not just by the many journalists who were present. How can Labour put social mobility centre-stage when the evidence suggests the chances of a child born who’s born into poverty moving up the social scale have actually decreased over the last 10 years?

This scepticism is wrong. Whilst far from perfect, we should be proud of our record so far: the huge investment in schools, Sure Start and Children’s Centres, and the progress on reducing child poverty. The government’s response to Alan Milburn’s report on fair access to the professions, being published later today, is another important step. And we need to remember it takes decades to tackle entrenched disadvantage: the first children to benefit from Sure Start won’t be 18 until 2017.

Identifying unleashing aspiration as our core mission resonates with what most people believe Labour stands for, and defines us as the party of change. Above all, it’s a positive message that can be sold on the doorsteps of our working class and middle class wards. Of course we’ve got to have a credible plan for reducing the deficit to reassure both the markets and the public, who simply won’t believe us if we claim we can carry on spending like before. But an election campaign based solely on a message that Labour will make fairer, slower cuts to public spending than the Tories is hardly likely to inspire the electorate or our party activists.

So our vision and strategy for the election are starting to come together. But there’s still some way to go. Three key issues urgently need addressing as we move forward with the campaign.

The first is to make sure our plans for a modern industrial policy mean something to the people who most need the jobs of the future. Gordon Brown and Peter Mandelson rightly emphasise the need to create a low carbon economy, and the leading role of Britain’s creative and digital industries, biotechnology and pharmaceuticals. Yet jobs in these industries will seem alien to many voters in our poorest estates unless they can see concrete local examples.

We need to target action to support new businesses and improve skills and infrastructure in places that could be vulnerable to future job losses. According to the Centre for Cities, 32 per cent of jobs in Leicester (where I am standing) are in public administration, education and health. Many of these are non-expert, non-professional public sector jobs, which could be exposed as public spending is constrained. So a detailed regional approach will be vital in taking our economic growth agenda forward.

The second and possibly more pressing issue for the campaign is developing a stronger message on public services. For example, it’s right to champion the massive improvements in the NHS and show how the Conservatives oppose Labour’s waiting time guarantees, but we also need to acknowledge people want the NHS to meet their individual needs, and to be treated with dignity and respect. We can’t ask people to take on greater responsibility for their health if we don’t also give them more of a say about the services they use. For all the talk about personalisation and empowerment, there’s still a long way to go before we make it a reality on the ground.

Finally, Labour needs to continue to expose the superficiality and contradictions within Conservative policy. This is actually where we’ve been strongest so far, from Alistair Darling’s critique of Tory spending plans to yesterday’s attack by Ed Balls on their support for tax breaks for married couples.

All of these issues can be addressed by the campaign team. But time is short, money is scarce and the public (and some party members) sceptical. We’ve got a hell of a fight on our hands.