On November 2nd, Democrats were "shellacked" because they didn't have a coherent message about the jobs crisis. Whereas Republicans said, "Lower taxes and fewer regulations create jobs," Dems equivocated, "Let's not go back to the Bush era." To prevent another Democratic disaster in 2012, President Obama must develop a forceful jobs narrative.
If the Democrats are going to win back the populist wing of their Party, the President has to develop a forceful jobs narrative. Eight steps are involved:
1. It can't be defensive. Whether the 2009 stimulus was good or bad, it's ancient political history. The President needs to reset the political dialogue by stating: The number US problem is the lack of good jobs. That's my top priority.
2. Obama has to be passionate. One of the problems with the Kroft interview was that the President appeared cerebral. If jobs are truly his number one priority, he has to convey that he cares about the subject.
3. Obama is at his best when he speaks from a solid values base. He needs to kickoff his jobs initiative by stating the obvious: Every American who wants to work should be able to find a decent job.
4. The President should be careful about going into wonk mode. Nonetheless he should talk about a handful of specific ways to create good jobs: a public-private partnership to jumpstart employment, one that could involve accelerated depreciations schedules and the like.
5. Obama should deplore outsourcing and call for penalties on US corporations that outsource jobs.
6. He should indicate that he is willing to renegotiate trade agreements to protect American jobs.
7. Of course, the President should reach out to Republicans, ask them for their concrete suggestions about creating jobs. However, he should warn them that since this is the nation's number one priority, Americans will not accept delay or obstruction on this critical topic.
8. Finally, Obama has to explicitly state that if necessary government must be the employer of last resort. He should take a forceful stand for a massive effort to upgrade America's infrastructure.
Barack Obama needs to focus on America's jobs problem. He needs to make it his number one priority and let everyone in the country know that.
~ Bob Burnett
