Ed Miliband can learn from Obama the salesman

President Obama’s State of Union address was a politically shrewd and inspirational sales pitch. At times it felt like a return to the stirring rhetoric of his election campaign which so captured the hearts of not only Americans, but citizens across the globe. He was playing his back-up card, his own magnetic charisma and charm, in an attempt to recover the legacy of his first term. It was a bold speech but it wasn’t flawless; occasionally Obama uncharacteristically tripped over his words and the key policy goals won’t win over everyone. But often his tone and message seemed perfectly tailored to the mindset of his nation. Despite the patriotic focus on America however there are numerous lessons leaders of left-wing political parties around the world, especially Labour’s Ed Miliband, can learn from the tactics, execution and content of the President’s speech.

There was a somewhat forced emphasis on pluralism and cooperation across the political spectrum. Ed Miliband has already started to learn this lesson himself. He began his tenure as leader aggressively pursuing the Lib Dem vote and he has now softened his approach to encourage teamwork against the worst of the cuts, and leave the way clear for a Lib-Lab coalition. In particular he’s gone to considerable lengths to retract comments he made about Nick Clegg, in the heat of the moment swept up by the public venom for the man, to appease the Lib Dem leader in the event of a close parliament once again at the next election. President Obama repeatedly praised the new Republican leader of Congress and even incorporated the story of his humble background into the appealing sense of patriotism and history coursing through the blood of his words.

This search for common ground with Republicans was of course necessary. The Mid-Term results left Obama in a desperate legislative position and in dire need of supporters for his landmark policies on both sides of American politics. Health Care has bogged down Obama’s Presidency thus far and in this speech he sought to draw a line under it. In the spirit of national cooperation, which Obama highlighted so much during his election campaign and then unwisely forgot during his first years in power, he asked anyone with improvements to the Health Care Bill to come forward and work with him. He also quipped that he had heard some people still had problems with it, laughing off the gaping ideological divide. Instead he set his sights firmly on a new ambitious primary objective and set about selling it in a way that would appeal to both hesitant Republicans and indifferent voters.

At the core of this address was a striking commitment to green-tech and clean energy. You could see the firm imprint of the devastating Gulf of Mexico oil leak on the President’s words as he announced wave after wave of intention to develop green programmes. I urged David Cameron on this blog to utilise the platform presented by the oil leak for green growth and it seems Obama is finally seizing the opportunity to push through his Climate Change objectives under a different guise. And that’s the vital point about this speech; the way in which Obama sold the solutions to Climate Change and the environmental challenge.

Nowhere do the words “climate” or “global warming” appear in the text of the address. At no point does he bellow any frightening warnings about the excess of the American way of life, but the implications are there. He uses the guilt, anger and worry people feel about the oil leak to smuggle in leftist policies like the removal of subsidies for oil companies, who are “doing just fine on their own”, and tax breaks for millionaires. He cites the deficit, the Republican’s Holy Grail (much like the Conservatives here) as his main reason for such money saving measures, not punishing success, an obstacle so often to the removal of unfair, outdated tax relief for the wealthiest in the States. He reinforces his deficit argument still further by promising a prolonged spending freeze which he backs up with figures that claim to eat away at the debt at unprecedented levels. Could some Republicans be warming to the President’s policies?

You’d think not if he was emphasising investment for green energy and massive cuts to emissions. But Obama’s presentation of the measures was key. He talked about “winning the future” and set up the race for clean energy between America and China, drawing comparisons with the Communist struggle and the space race. He set about inspiring his countrymen, and patriotic Republican opponents, by fusing the need for a green revolution with a sense of historic nationalism and pride in America’s achievements.

“The first step in winning the future is encouraging American innovation. …

We’ll invest in biomedical research, information technology, and especially clean energy technology — an investment that will strengthen our security, protect our planet, and create countless new jobs for our people.

Already, we are seeing the promise of renewable energy. Robert and Gary Allen are brothers who run a small Michigan roofing company. After September 11th, they volunteered their best roofers to help repair the Pentagon. But half of their factory went unused, and the recession hit them hard.

Today, with the help of a government loan, that empty space is being used to manufacture solar shingles that are being sold all across the country. In Robert’s words, “We reinvented ourselves.”

That’s what Americans have done for over two hundred years: reinvented ourselves. And to spur on more success stories like the Allen Brothers, we’ve begun to reinvent our energy policy. We’re not just handing out money. We’re issuing a challenge. We’re telling America’s scientists and engineers that if they assemble teams of the best minds in their fields, and focus on the hardest problems in clean energy, we’ll fund the Apollo Projects of our time.”

When Obama was elected, even I in rural England, felt a part of real history for the first time in many years. It’s easy in our modern world to feel like it’s all been done and there are no discoveries left, no bold new challenges to conquer or visions to forge and realize. But with Obama’s reference to the “Apollo projects of our time” he excites people and presents Climate Change and its problems as an opportunity to reinvent in fairer, bigger and better ways. He pledged to aim for 80% of American energy to be green by 2035 and for 80% of Americans to have access to the enormous potential of high-speed rail within 25 years.  When these figures are all about doom and gloom Climate Change, which some people still doubt, they leave voters cold. But simplify the message to security, better environment and more jobs and a stronger economy, and they’re interested. 

I’ve thought for a long time that Climate Change is the challenge of our generation, one we cannot afford to ignore, but that it is also an opportunity for a reinvention of society with the potential to banish unfairness and find sustainable solutions to poverty. Green politicians are constantly going at the issue in the wrong way, an alienating way. Ed Miliband and his new Shadow Chancellor Ed Balls need a plan for growth. This plan needs to not only be credible and obviously a better route to deficit reduction than Coalition cuts, but inspirational and worthy of votes. Miliband needs his own “Big Society” idea and sell green growth, like Obama in his State of Union address, and he has it; a popular economic policy with a vision that can define his new party. Britons too have a strong sense of history, when it’s properly stimulated, and Miliband could make the case for Britain becoming a world leader on green growth. In fact follow Obama’s example and major policy areas suddenly entwine and give much needed direction; the economy and the deficit, security and Britain’s foreign policy role, our partnership with America and Climate Change.

Of course Obama might not succeed and it certainly seems unlikely he’ll achieve everything he aimed for in his speech. But he has set out a direction for the end of his term. One that could potentially change his country and the world for the better. Ed Miliband can’t afford to dither much longer about the direction of his party. The longer he waits the harder it will be to achieve genuine policy goals he has long committed to, like a banking bonus tax, a solution to tuition fees and investment instead of cuts. Sell it all under the right sort of green banner and he has a refreshing, substantive alternative to Cameron’s bruising cuts and hollow “Big Society”.

A note on Obama’s rise and fall

The demise of President Barack Obama’s support in the USA, confirmed by this week’s Mid-Term election results, is a depressing triumph of pessimism over optimism. I found myself swept up in the wave of hope and positive expectation two years ago, as did millions of others across the globe. For me it was simply irresistible in a modern age in which nothing feels genuinely new and groundbreaking to be witness to true history unfolding. The first black President and one with a truly progressive agenda, felt like a huge step forward into a new era. Who knew what could be accomplished with an ordinary, sensible citizen at the helm of the world’s most powerful nation? Real change felt possible. Many will say that the capitulation of the fervour and enthusiasm that propelled Obama into office was inevitable though. They will point to the relative ease of Opposition compared to governance, the scale of the tasks Obama set himself and the harsh realities of politics. To a large extent they will be right: Obama simply could not fulfil such high expectations and his downfall acts as a warning to any politician elected on a platform of change for change’s sake, including Cameron’s coalition. But the President’s own actions and inaction has contributed to the dissipation of his popularity and can go some way still to restoring it in time for a second term.

All the talk now is of the necessity of Obama finding common ground with his newly powerful Republican foes. The advice is to consolidate the achievements of the first two years and work tirelessly on modest improvements the Republicans will support for the last two. Be a President who gets things done. However from across the pond the key disappointment of Obama’s time in office so far has been his withdrawal into work. Clearly he was conscious of the threat of his opponents labelling him as an empty orator, forever preaching but never getting his hands dirty. The danger of devoting himself completely to mammoth projects such as health care reform and securing an economic recovery though is that his enemies will have free rein on stage to belittle his accomplishments, as well as stalling them behind the scenes. And the fact is despite the huge change Obama’s health care reforms represent in the USA; they were never going to be politically profitable. Supporters of extended health care will look at the universal systems such as the NHS in this country and wish Obama had gone further, whilst conservatives view what he has already done as an act of socialism, needlessly and immorally pouring away gallons of public money at the expense of the treasured American private sector. Similarly too with his actions to prevent financial meltdown, it is difficult to prove how much worse things would have been without a giant fiscal stimulus and bailout and whether or not ordinary American workers actually benefited. There’s no doubt that America initially returned to unprecedented growth, but as this has petered out those still unemployed demand to know what is being done and the energised Republicans rant as all those on the right do globally about a ballooning budget deficit and the need for a smaller state.

Bizarrely, whilst it seemed the election of a black President had ended an era of extremism and intolerance it has actually served as a catalyst for the more outspoken Democratic opponents, mainly of course supporters of the Tea Party. It’s understandable why the President might feel paralysed and uncertain how best to fight back. In the eyes of many of the fanatics whatever he does will be wrong, and he has little evidence to hold up in defence of his first years in office. Even his supporters insist he has failed to communicate the enormity of what he has achieved already, but the problem is greater than just communication. Yes Obama must defend the good he has done but he must also spell out again the vision that energised his Presidential campaign. From here in the UK Obama’s transformation from inspirational orator with stirring rhetoric into a closeted figure focused on domestic matters, has been a massive disappointment. He had the opportunity to lead internationally on issues such as climate change, aid and terrorism, but has now spent the bulk of his political capital by becoming bogged down over health care. To restore his popularity in his own country Obama must surely begin to appear like a leader again and aim high. He must make it clear he intends to lead his nation for the long haul and that there are many challenges left to face. It may well be politically advisable to cooperate with the Republicans on some issues as he initially promised, but if this were at the expense of the idealism that catapulted him to power it would be a grave mistake. His opponents lack real backing and have merely benefited from the dissatisfaction of voters with Obama’s progress. Let’s hope that he can get back on the road and make up for a largely wasted start to the journey.