1. Developing a Bottom-Up
Economic Narrative
Research Findings
March 2011
Marlo Thomas – October 2009
Google National / DC Elites Research – June 2010

2. Political Environment
Can’t overstate disconnect between DC elites’ opinions on economy and voters’ personal experience
Gas prices create intense concerns; elite focus on recovery fuels anger
Not the usual cycle – this downturn is worse than any other, result of fundamental changes in economy
Growing income inequality, destruction of the middle class
Loss of American jobs overseas, ‘we don’t make things anymore’
Consistent failure of political leaders on both sides
Dems – ‘weak,’ nothing to show for record spending, bailouts, deficits
GOP – no new ideas, politics over progress
Obama: Voters want him to succeed, saying the right things (“he gets it”) BUT words aren’t enough, need results
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3. The Path Forward
Americans desperate for a plan, a direction, some sense of progress and positive momentum
At same time, sustained failure of political leaders has produced profound skepticism toward any solutions
No patience for long-term investments without short-term results
No confidence in slogans, they want to see specific results
This voter skepticism is the most important political and policy variable
If you don’t overcome this, you can’t get public support for new policies or credit for future economic growth
Solution must be large enough to address new economic reality AND show short-term successes
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4. Building a New Economic Narrative January 2011
America Needs a Wake-Up Call
America falling behind, need to raise our game
Back to Basics – what made America great
Education, innovation, manufacturing, middle class
Focus on Small Business
Backbone of our economy, invest at home
Bottom-Up Growth
National commitment realized at the local level
Jobs will come from local communities, not DC
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5. A Solution Equal to the Challenges
Tested Five Narratives – Bottom Up was #1
Not one-size-fits-all, maximize local strengths & resources
Local jobs and innovation partnerships
Not just local pols, must include business leaders and citizens
Power to direct federal money – “It gives us some control”
Optimism that local leaders can get past partisanship where DC can’t
Power of success stories – working now, opportunity to expand successes and spur private investment
Colorado Cleantech, Northeast Ohio Polymers, Tennessee Agriculture
Voters embrace public-private-university partnerships
Sends powerful message of DC not having all the answers
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6. Re-Inventing Government Facilitating Bottom-Up Growth
Tested Four Narratives – Bottom Up was again #1
Rather than the top-down, Washington-based policies of the past, our economic policy should be creating ‘bottom-up’ growth that shifts decision-making and investment to the states and local communities that best understand the unique strengths and resources of local schools, industries, and entrepreneurs.
Rather than huge bureaucracies in Washington, the government offices dedicated to economic growth should establish regional offices around the country, including ‘solution centers’ that serve as one-stop shops for businesses or local government officials interested in tax credits, federal grants, skill training, loans, and other opportunities. These ‘solution centers’ would streamline application procedures and help guide their customers through the process, providing them with one point of contact for all of their needs.
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7. Roles / Expectations of Government
Federal Government
Fight for U.S. globally
Strategic investment and infrastructure
Cheerleader, bully pulpit, promote best practices
Evaluation and accountability, NOT execution
Don’t stamp out innovation
Clean energy – “make this the priority it should be”
State / Local Government
Develop plans, execute
Champion local communities and constituencies
Partnerships – public-private, intergovernmental
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8. Eager for Clean Energy Solutions ‘There is no other choice’
Gas prices are central to economic worries, frustrations
We just went through this two years ago, why has nothing changed???
Oil companies – all about profits, collusion, don’t trust them, manipulating fear, only getting worse, BUT…
“We’ll pay whatever it takes” “We can’t live without them”
Most voters believe clean energy is:
The Next Big Thing – America must be the leader
The future of American manufacturing, key to restoring the middle class
The way to reduce our dependence on ‘dirty energy and crazy people’
Not affordable for the average American
Not getting the attention it deserves from business or government
‘Matter of priorities’ – not tech or money, but commitment
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