Mr Biz on DougStephan.com

LAKE WORTH, FLA. (April 29, 2003)--The looting of museums, stores, banks, and homes in Iraq provides the latest example of a political dictum politicians often forget. It's called K.I.S.S.: Keep It Simple, Stupid.
Pres. George W. Bush, ready to declare victory in a non-declared war, should take a lesson from some business schools to avoid becoming the second popular Bush president to lose a re-election campaign.
This is not an attempt to gloss over complex issues of life and death. Rather, it's a throwback to the days of my late grandfather and his cronies, who had a knack for boiling down seemingly complicated issues into folksy ideas the common guy and gal could understand.
Here's what I mean:
Looting in Iraq, the Airline Model: Why should looting be different from something as essential as, say, duh, ...breathing. Anyone who has flown in a scheduled airliner knows that if there should be an emergency, the oxygen masks will drop down for use. "Adults should place the masks over their own nose and mouth first, before attempting to help children or the disabled." Double duh? How can you help your baby or granny to breathe, if you've passed out first? In a perfect world with 3 million Coalition troops on the ground, we would love to guard every clinic, KFC, Mercedes dealer, mosque, bank, museum, and motor vehicle office. But first, make damned-well sure the oil fields--the lifeblood of the nation's economic raison d'etre is safe. Without future income there will be no schools, hospitals, soccer teams, or paint for anti-American signs. Why not explain it this way. Then explain it again, and again, and again...
The Economy, the Capital Gains Model: Pres. Bush Sr. couldn't explain how cutting taxes would help the economy. In fact, the next time around, the entire Robert Dole campaign was marked by a GOP which couldn't explain anything about anything to the common man. When Democrats claimed that a planned cut or elimination of capital gains would only "help the rich" it went unanswered. The Treasury Dept. says three quarters of the people who list any capital gains on their IRS returns have household incomes of under $50,000. It thus becomes a working class issue in a day when most Americans have a stock, mutual fund, pension, IRA, or 401k, which indirectly is involved in the stock market. Many of my clients of modest means, mostly retirees, refuse to sell long-held shares for needed health or housing issues because they "don't want to pay that tax!" It's time to let roofers, plumbers, retailers, and pharmacists explain what elimination of capital gains taxes means to the real world of average Americans.
The Godiva School of Economic Crisis: The best TV broadcast in ages was the History Channel's long interview with Godiva Chocolate CEO Archie Van Beuren. Archie is cool and calm as a frosty truffle. A former art history major at Yale with a Columbia MBA, he was tutored in business via years at Godiva's parent, Campbell Soup. When asked about the horrible economic environment facing many companies, he didn't gloss over them. In fact, he enumerated: "SARS virus...Iraqi War...Sept. 11th tragedy...international terrorism...market and disposable income downturn..." But then he explained to TV viewers that Godiva's hallmark double-digit growth "had slowed to single digits."
Hey, the boss is telling you they are still making money. Right? The best part (listening George?) was using a simple anecdote to solidify name recognition, quality, and marketing expertise. 'I checked into a hotel in Taiwan recently, and handed the desk clerk my credit card, which has 'Godiva' imprinted on it, and she looked at it, her eyes widened, and she gasped...'Ohhhhh, Godiva, Godiva, wow!' " He had obviously established an aura and brand which had become a global standard.
I'm not a diplomat and I don't play one on TV, but perhaps the new Iraq should be built by fewer military and charity consultants and more business people. I'd start by lining the path of a million Shiite pilgrims with U.S. Marines handing out water, lemonade, oak tag, and Magic Markers,
'Here, you look tired. You hate Americans? You want me to leave? Hey, me too. You like signs. Here, make some more signs. You think your demonstrations bother us. Hell, we liberated Iraq so you could march and rant and rave. Look, some folks back home hate the fact that I'm here also, and they're doing just what you're doing. I don't give a rat's ass if you like me or not. My orders are to keep you safe and healthy, until you can run your own country. If you want to put your country back into the dark ages, hell, be my guest."
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MARK SCHEINBAUM, former UPI newsman and political scientist, is chief investment strategist for Kaplan & Co. securities., Boca Raton, Fl., and broadcasts nationally twice daily as part of Doug Stephan's Good Day program www.dougstephan.com

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