Editor’s Note: I’ve long been a fan of Van Jones and was really upset when he was forced out of the White House. This is such a good analysis that I asked him permission to post it on my site and blog. -Shel Horowitz, primary author, Guerrilla Marketing Goes Green

The Age of Obama: What Went Wrong (and How to Fix It)

Van Jones reflects on his time in-and out of-the White House.

by Van Jones posted Mar 29, 2012 at https://www.yesmagazine.org/people-power/the-age-of-obama-what-went-wrong-and-how-to-fix-it – used with permission.

This article is adapted from Rebuild the Dream, Van Jones’ new book.

The 2008 campaign was a campfire around which millions gathered. But after the election, it was nobody’s job or role to tend that campfire. The White House was focused on the minutiae of passing legislation, not on the magic of leading a movement. Obama For America did the best that it could, but the mass gatherings, the idealism, the expanded notions of American identity, the growing sense of a new national community, all of that disappeared.

It goes without saying that clear thinking and imaginative problem solving are easier in hindsight, away from the battlefield. I was in the White House for six months of 2009, and I was outside of it afterward. I had some of the above insights at the time, but many did not come to me in the middle of the drama and action. Most are the product of deeper reflection, which I was able to do only from a distance.

Nonetheless, the exercise of trying to sort out what might have been and trying to understand why nobody was able to make those things happen in real time has informed this book and shaped my arguments going forward.

I say Obama relied on the people too little, and we tried to rely on him too much.

Let me speak personally: looking back, I do not think those of us who believed in the agenda of change had to get beaten as badly as we were, after Obama was sworn in. We did not have to leave millions of once-inspired people feeling lost, deceived, and abandoned. We did not have to let our movement die down to the level that it did.

The simple truth is this: we overestimated our achievement in 2008, and we underestimated our opponents in 2009.

We did not lose because the backlashers got so loud. We lost because the rest of us got so quiet. Too many of us treated Obama’s inauguration as some kind of finish line, when we should have seen it as just the starting line. Too many of us sat down at the very moment when we should have stood up.

Among those who stayed active, too many of us (myself included) were in the suites when we should have been in the streets. Many “repositioned” our grassroots organizations to be “at the table” in order to “work with the administration.” Some of us (like me) took roles in the government. For a while at least, many were so enthralled with the idea of being a part of history that we forgot the courage, sacrifices, and risks that are sometimes required to make history.

That is hard, scary, and thankless work. It requires a willingness to walk with a White House when possible-and to walk boldly ahead of that same White House, when necessary. A few leaders were willing to play that role from the very beginning, but many more were not. Too many activists reverted to acting like either die-hard or disappointed fans of the president, not fighters for the people.

The conventional wisdom is that Obama went too far to the left to accommodate his liberal base. In my view, the liberal base went too far to the center to accommodate Obama. The conventional wisdom says that Obama relied on Congress too much. I say Obama relied on the people too little, and we tried to rely on him too much. Once it became obvious that he was committed to bipartisanship at all costs, even if it meant chasing an opposition party that was moving further to the right every day, progressives needed to reassess our strategies, defend our own interests, and go our own way. It took us way too long to internalize this lesson- and act upon it.

The independent movement for hope and change, which had been growing since 2003, was a goose that was laying golden eggs. But the bird could not be bossed. Caging it killed it. It died around conference tables in Washington, DC, long before the Tea Party got big enough to kick its carcass down the street.

The administration was na?Øve and hubristic enough to try to absorb and even direct the popular movement that had helped to elect the president. That was part of the problem. But the main problem was that the movement itself was na?Øve and enamored enough that it wanted to be absorbed and directed. Instead of marching on Washington, many of us longed to get marching orders from Washington. We so much wanted to be a part of something beautiful that we forgot how ugly and difficult political change can be. Somewhere along the line, a bottom-up, largely decentralized phenomenon found itself trying to function as a subcomponent of a national party apparatus. Despite the best intentions of practically everyone involved, the whole process wound up sucking the soul out of the movement.

As a result, when the backlash came, the hope-and- changers had no independent ground on which to stand and fight back. Grassroots activists had little independent ability to challenge the White House when it was wrong and, therefore, a dwindling capacity to defend it when it was right.

The Obama administration had the wrong theory of the movement, and the movement had the wrong theory of the presidency. In America, change comes when we have two kinds of leaders, not just one. We need a president who is willing to be pushed into doing the right thing, and we need independent leaders and movements that are willing to do the pushing. For a few years, Obama’s supporters expected the president to act like a movement leader, rather than a head of state.

The confusion was understandable: As a candidate, Obama performed many of the functions of a movement leader. He gave inspiring speeches, held massive rallies, and stirred our hearts. But when he became president, he could no longer play that role.

The expectation that he would or could arose from a fundamental misreading of U.S. history. After all, as head of state, President Lyndon Johnson did not lead the civil rights movement. That was the job of independent movement leaders, such as Martin Luther King Jr., Ella Baker, Bayard Rustin, and Fannie Lou Hamer. There were moments of conflict and cooperation between Johnson and leaders in the freedom struggle, but the alchemy of political power and people power is what resulted in the Civil Rights Acts of 1964 and the Voting Rights Act of 1965.

As head of state, Franklin Delano Roosevelt did not lead the labor movement. That was the job of independent union leaders. Again, the alchemy of political power and people power resulted in the New Deal. As head of state, Woodrow Wilson did not lead the fight to enfranchise women. That was the role of independent movement leaders, such as suffragettes Susan B. Anthony and Ida B. Wells. The alchemy of political power and people power resulted in women’s right to vote. As head of state, Abraham Lincoln did not lead the abolitionists. That was the job of independent movement leaders Frederick Douglass, John Brown, and Harriet Tubman. The alchemy of political power and people power resulted in the emancipation of enslaved Africans. As head of state, Richard Nixon did not lead the environmental movement. That was the job of various environmental organizations, such as the Sierra Club, and other leaders, like those whom writer Rachel Carson inspired. Once again it was the alchemy of political power and people power that resulted in the Clean Air Act, the Clean Water Act, and the Environmental Protection Agency

The biggest reason for our frustrations and failures is that we have not yet understood that both of these are necessary-and they are distinct. We already have our head of state who arguably is willing to be pushed. We do not yet have a strong enough independent movement to do the pushing. The bulk of this book makes the case for how and why we should build one.

Van Jones adapted this article for YES! Magazine, a national, nonprofit media organization that fuses powerful ideas with practical actions, from his new book, Rebuild the Dream. Van Jones, a former contributing editor to YES! Magazine and a former adviser to President Obama, is the co-founder of Rebuild the Dream, a platform for bottom-up, people-powered innovations to help fix the U.S. economy. He is also the co-founder of the Ella Baker Center for Human Rights, Color of Change, and Green for All.

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But why would you want to? If you want to market dishonestly, the person you’re really fooling is yourself. Because it is not effective in the long run, and the long run is what builds a business.

Two examples:

The Secret Spammer

Someone posted this on a LinkedIn discussion today:

 The promotion plan used by [company name] works very well. [company URL]

Always on the lookout for good resources for myself and my clients, I clicked through. First thing I saw was the same guy’s picture, so this was not exactly an unbiased recommendation. And then after clicking in a couple of pages, I found this:

The email blast and daily email advertising to 4 million recipients will cost you only $35 for a lifetime membership. (not included in the package) However, you will learn how to use emailing effectively, what company or companies to use, and how to effectively send email ads.

4 million e-mails a day over multiple days? If that’s not spam, I don’t know what is.  There’s no way this list is targeted, and there’s no way it will help the reputation of any product associated with it. So I responded:

I am sorry, but I looked at your site, Fred (and it would be nice if you were more up front about your relationship to it)–you’re going to send 4 million e-mails for an author? That is SPAM–a wretched curse on the planet. It makes everything else you offer to do suspect.

I have a section in one of my books called “Spam–the newbies’ natural mistake.” You’re not a newbie, though. The site is professionally designed and convincing on first glance. So you know better. Why are you doing this?

If you use sleazy, illegal, unpleasant tactics, that’s how people will think of your book. I will NOT be recommending this one to my clients.

The Bait-and-Switch Home Contractor

A few months ago, I bought a Groupon from a heating-duct cleaning service. But when the technician arrived, he told me the $69 duct cleanout was only good if I first signed up for a $1900 heating system overhaul. No upgrade? Then no work.

This is dumb on so many levels! First of all, you never require an upsell. That’s called bait-and-switch, and is illegal, for good reason. Second, if you try to upsell somebody, your offer should be in tune with the original price. so maybe you offer a $99 or $109 upgrade to your $69 original offer. You’re not going to get many takers if your upsell is 27.53 times the original price, pushing it from two figures to four. Third, if you want to sell someone something 27 times the original price, you need to build trust and show you’re capable of the small stuff. And fourth, if you’re using an outside lead generation system (in this case, Groupon), you don’t want to piss them off. I am sure I am not the only one who got a full credit of my $69 from Groupon, which offers a satisfaction guarantee. How willing will Groupon be to ever work with this company again if some huge percentage of sales have to be refunded?

As Abraham Lincoln allegedly said, “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time.”

And as I say, “if you build a business by fooling people, the worst fool is yourself.”

In my latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, I talk at some length about long-term customer relationships—how they are key to repeat business, and how repeat customers are five to ten times more profitable than using traditional marketing to bring in new customers. If you have to keep dredging the lakes for people you haven’t ripped off yet, your business is not sustainable.

So, for both ethical and practical reasons, do the right thing and don’t be like either of those fools I cited.

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I recently discovered that my pages have vanished from the top couple of pages for searches for résumé writing in my local area.

From 1985 to 1995, résumé writing for local clients was the biggest chunk of my business. At this point, it’s a very small percentage of what I do—my focus is far more on marketing consulting and copywriting for authors, publishers, and small businesses (especially those with green products and services).

But even though it’s a tiny fraction of my business, it’s work that I enjoy and am good at, and for local clients, it provides me with some human contact that I don’t get through a lot of my other work. And I do want to be found if people are looking.

For years, Google has brought me an occasional résumé client. I hadn’t noticed any drop off, but the résumé portion is such a small part of the operation these days, that it’s hard to measure real drops.

So, in December, I made a special page, just for resume writing in Western Massachusetts, and crammed it full of place names for cities, towns, and counties around here. And added Like buttons for Google+ and Facebook.

Google is known to “sandbox” new pages: to let them sit outside the index for a while until they determine the page to be legitimate. And a page with this many keywords may be particularly at risk.

You can participate in this experiment at https://www.accuratewriting.com/wmass_resumes.shtml. Please click the two buttons; let’s see how long it takes for Google to notice. I will report back the results, whatever happens.

So far, in the three months since the page went up, Google has sent me one résumé client. I think the page is still in the sandbox. However, if you beleive in the Law of Attraction, here’s some validation: I’ve had a noticeable uptick in résumé work generally, but from other sources.

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I received this tweet from a stranger today:

@shelhorowitz , please follow me, and check me out. Thank you. [URL]

To which I tweeted back:

Give me a reason

As a marketing consultant and copywriter, that’s one of my mantras. I think “because” is one of the most important words in marketing. I’m always probing the why with my clients, and using that to create compelling marketing strategies and materials.

The days of “oh, look at me, I’m so cool, I have a website” were probably gone by about 1996, if not before.

Your prospects are busy people. They want to know why before they click on your link. They want to know why before they give up even 30 seconds of their time.

Specifically, they want to know the benefit. Will you make them laugh? Give them a tool they need? Solve a problem? Give them celebrity gossip? Help them go green (as I do)? Make a specific offer. They will thank you—and some of them, the right ones, will visit.

This will serve you well in any marketing medium: advertising, freebie information, socialmedia, and lots more, as well as your website.

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In my post yesterday on oil-industry and think-tank funding of climate deniers, I deliberately used the term “catastrophic climate change” instead of the more common phrase, “global warming.”

You may be wondering why:

  • “Warming” is a joyous word, with happy connotations. Think about “warm-hearted” friends or a “warm lead” in sales—but climate change is nothing to be joyous about
  • “Warming” implies a gradual shift, nothing to be very concerned about, just a natural evolution—rather than the reality of intense and cataclysmic storms
  • The weather patterns are not all heat-related—right now, for example,  millions of people are freezing in Europe
  • It’s hard for many people to make the connections between rising temperatures and the major weather events they influence—such as the human interventions that turned Katrina from a “normal” hurricane into one of the most destructive storms ever, only to be surpassed by the Indian Ocean tsunami a few months later

As change activists and marketers, we need to own the language we use, to frame today’s realities in messaging that is easy to grasp and hard to distort. (George Lakoff, among others, has written very eloquently on this.)

I heard one speaker several years ago suggest that “global roasting” would be more appropriate—his graphic description of what we can expect is essential reading for climate activists for the wreckage that our planet will become—but even that doesn’t do the problem justice.

Even the phrase, “climate change,” is not enough. “Catastrophic climate change,” with its extra alliterative power and clear focus on potential disaster gives people a frame they can grasp. I suggest we use this term in our messaging.

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In the Dumb and Dumber department: I opened a letter marked “Personal Correspondence,” knowing full well that it was not. It used a very obvious handwriting font, nonprofit bulk-mail indicia instead of a postage stamp, and a sprayed barcode, and on the back was a Washington, DC mailing address with no name.

Personal correspondence, my arse! I opened it up because I wanted to find out who was lying to me.

Turned out to be a charity group that works on gay and lesbian rights issues, a group I’ve previously donated money to. Inside, there was no longer any attempt to look personal. It was a fairly standard fearmongering letter, some slick full-color inserts and a decal. I separated the decal into the trash, put the rest of it in the recycling—but I kept the postage paid return envelope. I’m going to print this blog post and mail it back to the org at their expense, to make a statement that I don’t like being lied to, do not condone unethical marketing even from causes I support, and to make it a few cents more expensive to treat me as a fool.

Doesn’t anyone vet this stuff before it goes out?

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In Part 1, “Steve Jobs Introduces the first Macintosh, January 1984,” I discussed why “the computer for the rest of us” was such a big deal at the time. Now, I want to show you how the Mac allowed me to completely reinvent an old business model and dominate my local market for ten years. You might find some marketing lessons you can apply to your own business.

In 1984, when I bought my first (and one of the first) Mac, the bulk of my work was typing term papers and writing résumés. The difference for résumés, even with the dot-matrix printer that was all the Mac had back then, was amazing. Being able to bold or italicize, having the words appear on the screen exactly where they’d show up on paper, and most importantly, knowing exactly where the bottom of the page was and being able to adjust typographically to make things fit—W O W !

Up to that point, I would write a draft of the resume without worrying about formatting during the first interview, send the client away, type it up on an IBM Selectric typewriter (which sometimes took two or three tries, although it got better when I realized I could type on legal-size paper for photocopying onto letter-size and not worry so much about matching the top and bottom margins), and then bring the client back in to review the final product. Changes either required whiting out the error with a special paint, letting it dry thoroughly and very carefully inserting the correction, or retyping the whole bleeping page.

Now, here’s the lesson: Having access to this better technology meant I was not only able to change my business model, but create an unstoppable marketing advantage—and even back then, I was thinking like a marketer.

I went into the Yellow Pages with a little half-inch in-column listing that said “Affordable professional resumes while you wait.” (Couldn’t do accent marks in the Yellow Pages at that time.) Almost instantly, I had the busiest résumé shop in my whole three-county-area. And that slogan was my USP (Unique Selling Proposition) for the next decade. Résumés were not only more lucrative but a lot more fun than typing term papers, and within a few years, they (along with the growing percentage of students who had access to a computer) pretty much pushed out the term paper portion of my business. We rode the résumé train as the bread and butter of our business until Windows 95 started to catch on, with a résumé template that let people think (incorrectly, in most cases) that they could do their own résumés. And oddly enough, none of my local competitors offered the while-you-wait service that attracted so many people to us.

If you missed part 1 of this two-part series, https://greenandprofitable.com/steve-jobs-introduces-the-first-macintosh-january-1984

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This is quite exciting: solar systems for remote, off-grid areas in developing countries, set up with near-zero upfront investment and a pay-as-you-go model, converting to full ownership when the system is paid for.

If you’ve read The Fortune at the Bottom of the Pyramid, this will make sense right away. If you haven’t read it, you might want to grab a copy. This is the future: bringing technology to the poorest of the poor, not as charity but as a profitable business model that maintains affordability even among customers who have almost nothing.

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The other day, I was checking my e-mail from the B&B I was staying in during a short visit to the Ft. Meyers, Florida area—and what do I see but a spam mail with the headline, “Sanibel Vacations.”

Normally, I’d delete this unread. But as it happens, Sanibel was about fifteen minutes’ drive from where I was, and I was planning to go there the following day. I actually opened up the e-mail, to discover that it was about lodging options. Not of interest; I was very happy with the B&B.

In the same batch, there was quite a bit of other travel spam: Hawaii, Italy, and I forget what else. These show up every day. But I don’t remember seeing spam about Sanibel more than once or twice in the past. Could this ad actually have been triggered by my logon from so close by the previous day, or was it actually random? It didn’t occur to me to check the sent time or other clues before hitting delete.

I wouldn’t have been at all surprised to get a popup or banner ad; that’s old news. For years, for instance, Facebook thinks I live in Alaska part of the time, because my virtual assistant sometimes logs in for me, and that’s where she lives. I regularly see ads from both Alaska- and Massachusetts-based advertisers. And I’ve noticed that my son the oboist will get classical music ads, while I get business and environmental messages, even though we log on through the same wi-fi network.

But this wasn’t a popup; it was an e-mail. Which means if it wasn’t an accident, someone has developed a rather scary system that matches a network’s IP address, an offer the robot thinks is relevant (which didn’t happen to be true this time—but would have been if the ad had been for restaurants or attractions)—and the address I was checking in Mail2Web, which doesn’t happen to run through my Gmail account and is not the dominant address associated with my iPad (I don’t expect any privacy when Google is involved).

To make it even more spooky, I’m writing this on the airplane back homeward, and this month’s Southwest Spirit has an article on predictive marketing, of all things, and the coming revolution in targeting enabled by smartphones. I have an old-fashioned dumb cell phone that never goes online, and I don’t have the phone features enabled on my iPad. Yet I got that particular ad.

Just a coincidence? I really don’t know. What do YOU think?

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Paul Loeb, one of the most interesting commentators in the sustainability/progressive politics world, posted a provocative article on Huffington Post:  “If You Care About Keystone and Climate Change, Occupy Exxon.”

This resonates in a lot of ways. ExxonMobil is so clearly complicit in the conspiracy to block meaningful action to counter human-caused/human-aided catastrophic climate change—directly behind much of the this-isn’t-our-problem propaganda and junk science. And the tar sands/keystone pipeline projects are so environmentally damaging.

There’s also a lot to be said for the Occupy movement getting more specific. Just as we know that the real wealth is concentrated in 1% of the 1%, so the movement can identify a few particularly rapacious corporations, and ExxonMobil certainly qualifies.

But I do have two concerns about picketing gas stations: First, the impact on the poor shlubs–local business owners–who bought the wrong franchise. I don’t know if there’s an easy way to target those stations that are corporate-owned rather than locally owned. And second, the health effects of breathing gas fumes for an extended period. However, the gas stations are a lot more VISIBLE than corporate offices or refineries. I’m wondering if maybe ExxonMobil could be occupied from the town squares and busy intersections, perhaps government offices such as EPA–but with signage clearly focused on the issue.

What do you think? Please post below.

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