...Here's the real problem. Too often Republicans begin by talking ideology as opposed to solutions. They start with cutting taxes, balancing the budget and less government, but forget to say, "why?" Instead, begin with outcomes - more jobs, affordable health care and better education. Ideology is a means to these ends - not the end itself...Excessive "ideology-speak" particularly harms Republicans with swing voters. Research shows these Americans are more interested in solutions than philosophical debates. Promoting ideology first makes Republicans sound out of touch or even wacky to those who don't live and breathe politics.
How would Republicans apply this approach to an issue such as health care? Instead of starting by offering a tax credit, why not say this: "We understand your anxiety. We will make health care more affordable by allowing insurance companies to compete and giving you a chance to purchase health care that best fits your family's needs. You and your doctor, not the government, should decide what works best, Republicans will further cut costs by taking on trial lawyers to curb frivolous lawsuits. Let's also use American ingenuity and technology to reduce your health-care costs. Taken together, these changes will make health care more affordable for you and your family." Changing tax policy may be a means to the end, but it's not the final goal - affordability and quality are.
Republicans should apply this outcomes-based approach across the policy spectrum - promoting exceptional schools, providing better jobs, raising stagnant wages, creating independence from foreign oil. How? This can be achieved through competition, markets that spur innovation and lower prices, a government closer to the people, and modernizing bureaucracy. But note the ideological underpinnings are the period in the sentence, not the opening line.
This solutions first, ideology second approach is emerging as a way forward for electorally beleaguered Republicans. Many GOP governors such as Tim Pawlenty of Minnesota, Haley Barbour of Mississippi and Bobby Jindal of Louisiana are on the forefront of developing the ideas and rhetoric that apply conservative principles to real-world problems. Congressional Republicans should import these statehouse smarts to improve their damaged Washington brand.
(Gary Andres, "To Revive the GOP Corpse," a very interesting article at Real Clear Politics)
