To Revive the GOP Corpse

Following the last two election cycles, a debate now rages about how to extract the Republican Party from the political ditch. Some argue the GOP lost its way by abandoning conservative principles. Profligate spending and too much big government are the culprits, they say.

Others blame corruption. Sex and lobbying scandals turned off voters, transforming the party from reformers to hypocrites.

Or maybe the electorate changed? The party needs to attract more swing voters by shifting to the center - capturing the 35 percent of self-identified conservatives is a necessary, but not sufficient, condition for winning majorities in the future.

All are partially right. But as Karl Rove wrote in Newsweek recently, this debate looks like a "pundit-driven shoutfest ... that presents a sterile and unnecessary choice." And the conflict-driven media only amplifies the alleged intra-party war.

I'd argue there is more consensus than schism. The real problem may not be the direction of the party, but the quality of its ideas and the style of its language. Many Republican leaders are now coalescing around this theme. But the details - and how to apply a solutions narrative to federal programs - require more development.

True, fresh position papers or new slogans alone will not heal the GOP. Elections are won through a mix of messages, messengers and money. Successful campaigns also deploy superior tactics - like using technology to advance candidates, mobilize supporters and raise resources. Activists such as Patrick Ruffini, who began RebuildTheParty.com, are on the right track when it comes to technology and activist journalism.

Due to the challenges of detailing a full solution to the GOP's political problems in a 750-word column, let me focus on one recommended change: messaging - the narrative and ideas that inspire winning campaigns and political parties. Developing new ideas and more effective ways to talk about them - not changing ideology - is part of the solution for the GOP.

Some worry this approach is unprincipled pragmatism in disguise. Former White House aide Peter Wehner wrote in Commentary Magazine recently that deemphasizing ideology could devolve into expediency and "deal-cutting." That's certainly a risk, but it doesn't have to turn out that way.

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.

Many Republican governors understand these narrative nuances. Minnesota's Tim Pawlenty has it right when he says the GOP must appeal to "Sam's Club" as opposed to "country club" voters. Mississippi Governor Haley Barbour said in a recent interview that his party needs to ask: "How do free markets and capitalism apply to the question 'Can I make a living?'"

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.