Whether Pierre Poilievre is posting a video or sharing a news item with his 647,000 Facebook followers, the resounding sentiment is often that after eight years under Justin Trudeau, everything seems broken in Canada.Notably, Poilievre is rounding up - Trudeau came to power in November 2015 - and is relentlessly inviting his fans to scratch the itch caused by the man responsible for everything that creates various degrees of irritation.However, as WebMD states, "any relief from scratching will be short-lived. And too much scratching can make the problem much worse.” It suggests: “The more you itch, the more you scratch. This cycle can be tough to break, especially if your itch is really bad.”After eight, nine, or perhaps even ten years, the number of issues to critique could become overwhelming, risking a transformation of this metaphorical itch into chronic pruritus. WebMD warns that this condition can disrupt one's life, disturb sleep, or cause anxiety or depression.Voters who are frustrated might seek to remove the cause and elect the man who empathized with their predicament, particularly during those cold Ottawa nights.Many truckers are quite familiar with tineas cruris, commonly known as jock itch, a fungal infection affecting the skin of the inner thighs and buttocks. Dr. Christopher H. Singh, who runs Trans Canada Chiropractic at the 230 Truck Stop in Woodstock, Ont., wrote about this issue in trucker news.com in 2015. But let's refocus on the topic at hand.Paul Wells, in a recent column, referenced an essay by Ben Woodfinden, now Pierre Poilievre's communications director, published in The Hub before Poilievre won the leadership.“Poilievre may have the makings of a perfect storm. It scratches the itch of different parts of the conservative coalition, and it has the potential makings of a winning electoral coalition that could propel the Poilievre-led Conservatives to government.”The strategy succeeded in the leadership campaign, but the constant criticisms might eventually backfire on Mr. Poilievre as he intensifies his campaign to replace Trudeau.If and when he no longer occupies the role of opposition — a role he recently told US President Joe Biden we Canadians consider an act of loyalty, to which the President responded “We do too, unfortunately” — he'll be tasked with repairing what he has described as a broken Canada and managing the expectations of those he appealed to.Will those whose resentment he stoked feel any improvement?They probably won't, at least not immediately.By then, many might have grown accustomed to anger and distrust towards politicians who seem to say anything to get elected. This could pose a problem for Poilievre, a career politician.For now, he appears to be following the advice of a former boss, Stephen Harper, who suggested that he should reserve policy ideas for the upcoming federal election.In other words, don't make significant promises until the election campaign, except for a few favourites like dismantling the CBC — a goal as ambitious and as likely to be achieved as building a wall. But failure to deliver on red meat issues won't be as easily forgiven here as it is south of the border.That's when Poilievre will perhaps recall the wisdom of one of his earliest supporters, Thornhill MP Melissa Lantsman: “It's about taking some of that anger that has been bottled up and making sure that we capture that in a bottle and it comes out more as perfume than a Molotov cocktail.”Once in power, Mr. Poilievre might not have much time to smell the roses. And he might wish he didn't scratch this hard to get elected.Éric Blais is the president of Headspace Marketing in Toronto. He has helped build brands for over 35 years and is a frequent commentator on political marketing, most recently on CBC's Power & Politics.