We often hear about the importance of a good "back story" but the problem with Oona King's campaign launch today was that she displayed little else.
For about twenty minutes she spoke to an assembly of pupils at her former Camden school about her multiracial background and how in her diversity "I am London."
Yet back story apart, Oona gave little or no details about what her policies would be if she were elected, or where if anywhere she disagreed with the current Mayor Boris Johnson.
The lines of her campaign were drawn out with the broadest possible brush, yet there were at least some signs of an effective line of attack still to come.
Speaking of her opponents she said:
"The coming mayoral race like no other will be about who can deliver energy and renewal. The last Mayoral race angered many Londoners and I can understand why you know you were either in or out. You were either inner London or outer London. You were for one man or the other. For a guy with blonde hair or a guy with grey hair. For blue or for red..."But it was very polarised. I don't want a popularity contest based on who is wacky or who is stale. I want passion grounded in innovation and pragmatism... and I'll tell you why because passion alone cannot mend a leaking roof."
There are the beginnings here of a decent pitch to Londoners but they are just beginnings.
What are her views on Crossrail? On the ongoing cuts to police budgets? On the ever-rising cost of travel in London?
What would she do to improve housing, to boost inward investment, or to capitalise on the Olympic games?
Now she may well have answers to all of these questions and more, but if she does, she didn't let on today.
Sitting in the audience at the launch were Jim Fitzpatrick, a long-time opponent of Ken Livingstone, and newly elected MP for Oona's old seat, Rushanara Ali.
For Fitzpatrick and others within Labour, Ken has become "stale" and does not offer the "breath of fresh air" promise by Oona today.
Yet the Mayor of London is about far more than fresh air.
Unlike national politics, being Mayor requires a day-to-day grip of policy and managerial detail on a wide range of issues.
And while Ken has continued to live and breathe London politics since leaving office, Oona has been almost entirely out of the game for the past five years.
We are still in very early days and there may well be other candidates that come forward in the next few weeks.
But if the Labour party want Oona to take on both Ken and Boris, then she will need to get to grips with these details right away.
-Update- Tim Donovan's BBC report from the launch