Nick Clegg has taken a party known for years as "those rather nice people who want to spend more and tax more to pay for it" and is trying to re-brand them as "those tough people prepared to make the cuts to give you your money back".
This - he insists - is not merely about political re-positioning. It is, he claims, a vital part of an economic recovery plan. It is nothing if not audacious. Rhetoric that would induce ecstasy at a Tory conference was greeted here with polite applause and occasional bemusement.
This young, charismatic new leader - who wore a blue tie and strode about the stage without any notes - has always rejected those who've dubbed him "Cameron Lite". Today he sought to sell himself as Super-strength Clegg. His party have swallowed it but will the country?