Posted by
Drexel Kleber, Host, Kicking the Anthill on AM 930 KLUP on Sunday, February 17, 2008 7:12:24 PM
You are a small business owner. You have one outlet selling women’s clothing in
Chicago. You are pondering the
myriad of ideas and marketing techniques that could help grow your business….
and then it hits you: men hate clothes shopping with women and because of this,
when men are with them, women tend to spend less time in stores. So why not put a small sports bar in
the middle of your boutique?
Dollar-fifty drafts, in view of the dressing room, all day ESPN,
alcoholically reduced resistance to major expenditures—genius.
Now what? You want to grow the business. Everyone does. As
much as we all verbalize our disdain for category-dominating big-boxes, we also
want to be the next person to develop one. So, do you begin building big-boxes in every town in America;
multiple locations in major cities?
Do you set a single grand opening date for 600 enormous, retail Women’s
Brewtiques © for next summer? Or
do you operate the one you have for a year or two, validating the concept and
working out the kinks? With a
decent prototype in hand, do you then open ONE big-box in another market,
learning and fine-tuning the product?
No sane businessman would ever do the former. Slow and steady wins the race. Yet this method is frequently attempted
in the United States when the wave of voter discontent crashes over the bow of
the SS Establishment-Candidate. Most recently, much palaver has been dedicated
to a potential Michael Bloomberg, independent run for the presidency. Additionally, the Unity08 movement was
an initiative to elect someone other than a Democrat or a Republican to the
highest office in the land. In light of the pseudo-success of the candidacies
of Ralph Nader, Ross Perot and John Anderson such speculation is not entirely
discouraging.
In an excerpt from Douglas Schoen’s new book, DELCARING
INDEPENDENCE: THE BEGINNING OF THE END OF THE TWO PARTY SYSTEM, reprinted in
the February 11 issue of US News and World Report, the premise is that a
large group of voters exists in the middle—RAMs he calls them: Restless and
Anxious Moderates—who are reluctant supporters of the two major parties in the
country. RAMs, he says, are “…centrist, middle-aged, middle-class, practical
people who believe in consensus solutions to problems.” I know these people.
Mr. Schoen is right to imply in the excerpt that a third
party would likely address the concerns of the RAM. As I have written previously, if the “change” America wants
is a torrent of new legislation pouring out of Washington then a third party is
the ideal elixir. If only ten
percent of each House were made up legislators from a third party, they would
have an incredible ability to influence the passage of new bills. (We should be
scared, very scared, by that possibility.)
But let’s run with this concept of change for a minute. If that type of legislative efficiency is the goal, how best
to achieve it? A well formed,
unified third party—a collection of swing votes beholden to neither major
party. Most recent third party candidacies, however, were based on unique issue
constituencies. They were
initiated with one specific issue in mind and ultimately DID achieve a modicum
of success simply by bringing that issue into the public discourse. A third
party candidacy is like a bee, it’s been noted—it stings once and then dies.
But I don’t think the likes of Michael Bloomberg is interested in spending
hundreds of millions of dollars on an issue-awareness campaign. He’d want to
win.
The way to develop a mature third party is the way ALL
businesses develop: one,
well-considered step at a time.
There’s a story of a man whose mule fell into an old well. The man couldn’t think of a way to save
the mule and the well had run dry years ago, so he set about to fill the well
with dirt and, in the process, bury the mule. After each shovelful of dirt, however, the mule simply
stepped up on top of the ever-growing mound. A few hours later the well was full and the mule was
free.
A third party should begin with the intention of some day
having a viable presidential candidate on the ballot—but not immediately. An
instantaneous bid for market domination is doomed to failure no matter how
great an idea a Brewtique © sounds.
But if a third party begins with the idea of maturing into something
nationally recognized and viable then it has a chance, one shovelful of dirt at
a time. The development of a
platform and a consistent ideological premise would be the first step. Then the goal would be to slowly add
elected officials from the new party at the state and federal level until the
party establishes a portion of the market share.
Additionally, it will take a protracted marketing campaign
to make a dent in the business of the established companies. In fact, did you know that several
OTHER parties already exist in America, some you might even find appealing: The
Jefferson-Republican Party, the Libertarian Party, the Constitution Party, the
Green Party; America First,
Centrist, Independence, Marijuana, Peace and Freedom and an unbelievably long
list of Socialist-type parties?
The American political machine is institutionally inert—very
nearly the mythical “immovable object.”
But the immovable object, by definition, cannot exist in a world where
an irresistible force exists. And we know that public opinion is the irresistible force in a representative democracy.
If an Independent President is the goal, no individual can
accomplish it in a year, regardless of how much money or panache the candidate
may have. Mr. Schoen correctly
points out that, “The greatest challenge facing a third-party candidate is
creating a strategy that will lead to victory in November.” It wouldn’t be so daunting, however, if
we were talking about November of 2040.