Matt Williams, Liberal candidate for Hindmarsh, says he first got into politics because he was passionate about John Hewson’s Fightback policy.

“Not that I classify myself as a free-market radical,” he quickly adds.

He’s a self-described progressive with an economics degree, a former ministerial adviser to Rob Brokenshire (before he left the Liberal Party), keen to get into policy development – or foreign affairs. The Coalition is pinning a lot of hopes on him this election. And he knows it.

“In reality, if we won a seat like Hindmarsh in 2010, we could have had a different government, so it is that important to win,” Williams tells InDaily at a Henley Beach Road cafe.

Hindmarsh shapes as the South Australian seat most in play this election, despite having a reasonably safe margin.

Three-term MP Steve Georganas sits on a 6.1 per cent margin, which he increased slightly at the last election in the face of a national swing against Labor.

The margin now is higher than it has been for many years, Williams admits.

“But also it’s what I think is a soft margin, in the sense that it’s hasn’t been rusted-on Labor for the last 20 years. It’s gentrified, it’s changed, the demographics have changed, the people have changed.”

Liberal candidate for Hindmarsh Matt Williams. Photo: Nat Rogers/InDaily

Williams arrives for our interview with an unexpected guest – Liberal Senator Simon Birmingham, a leading figure from the Coalition’s moderate faction. We sit down for a chat, and Birmingham immediately buries himself in his phone.

Williams tells InDaily he got into Liberal student politics in 1993, drawn in by then opposition leader John Hewson’s proposed Fightback reforms (although he later nominates Howard and Churchill as his political heroes).

Fightback called for the introduction of the GST – the element Williams says he is most passionate about – plus the abolition of award wages and the tightening of unemployment and Medicare benefits.

“The reform proposed by John Hewson had some ground-breaking initiatives. Hewson [was] proposing something radical at the time.”

Despite that, he’s not a free-market fundamentalist, he says.

“I believe the market determines sufficient outcomes, but there is a role for government to play in a number of areas. I think we need to just not get too blindsided by running along with a free market when some don’t play by the rules.”

I put it to him that he’s the policy wonk candidate – in contrast to Georganas, the consummate good local member.

Williams has lived in the suburb of West Beach for the past 10 years, and before that his family was in Glenelg North. He studied as an economist with a major in politics at Adelaide University, later grabbing a law degree – where he first got into campus politics with the young Libs.

Since then, he’s been around the political machine for most of his life, working a stint for former Liberal Hindmarsh MP Chris Gallus, then as an adviser to Brokenshire, before the then-Correctional Services Minister defected to Family First. Williams also spent some time sitting on the Federal Government’s Economic Development Board – sitting next to Bob Hawke, he laughs.

He’s also got private sector experience, which he’s keen to emphasise, and has held senior roles at several national consultancy firms including BDO and most recently Piper Alderman.

Throughout our interview, Williams is nervous and edgy, picking his nails. He regularly takes of his wire-rimmed glasses, rubbing pale blue eyes. When he gets a question he’s unsure of, or perhaps wasn’t expecting, he glances over to Birmingham – who ignores us both.

Much like his party’s leader, Williams is a fan of physical exertion. Nominating his hobbies, he goes with cycling and running. In his school days he captained the state tennis team, managing those commitments alongside playing for his school’s Australian Rules first 22.

Liberal candidate for Hindmarsh Matt Williams. Photo: Nat Rogers/InDaily

Asked about the big issues for his electorate, the ones that will decide the way people vote, Williams opens up one of his hands and ticks the problems off on his fingers.

“Job security, cost of living, the economy, the way business is travelling, the asylum seekers, they’re the ones that are raised regularly with me.

“A building company on Sir Donald Bradman Road said it was the worst in 40 years. A fruit and vegetable shop at Jetty Road, Glenelg – it was worse than 30 years. A car dealer – worse than 20 years.

“I was at a shopping centre yesterday at Edwardstown, and I spoke to a newsagent, and she said if the people are saying they’re doing okay or doing well, they’re lying.”

Williams is running because he wants to help right a country that he thinks is running badly off track.

“It was when [I was] really concerned about the future of where Australia’s going, and people say that to me – they don’t think Australia’s going in the right direction. It was when things were going downhill that I thought, alright, it’s time to do something about it.”

I put it to him that he’s the policy wonk candidate – in contrast to Georganas, the consummate good local member.

Not so, Williams says. He’s here for the good people of Hindmarsh first. All the other stuff comes second.

“Yes, if I can make a contribution in other ways, which I think I could, once legislation comes through parliament I’m sure I can contribute appropriately, whether it be on company tax or whatever the issue might be.

“I think my interest is across the board, whether it’s on a policy basis or if I was asked to support someone in some role. Foreign Affairs – I’ve lived overseas for a few years.”

InDaily is seeking an interview with Williams’ opponent, Steve Georganas.