A few days ago I promised to start working out some positioning statements for OWS (and progressives in general). The point I made was that the right wing has staked out some excellent (although also horrible in practice) positions such as “taxes are bad” and “government is bad.”
I argued that these are great positions from a marketing perspective because they focus on “bad” instead of good (taking advantage of “bad is stronger than good“). “Bad is stronger than good” is an important concept from a marketing standpoint, but there is a counterpoint. As Simone Weil observed,
Imaginary evil is romantic and varied; real evil is gloomy, monotonous, barren, boring. Imaginary good is boring; real good is always new, marvelous, intoxicating.
I ran across this quote yesterday, in Gretchen Rubin‘s The Happiness Project, and it made me realize there are two sides to the “Bad is stronger than Good” meme. While “bad” is useful for marketing, “good” is boring as a marketing message but much better for governing. This is to a large degree the source of the GOP’s big problems, that are just getting bigger – their positions are fundamentally destructive and “gloomy and boring” – they can only take stuff away from us, not create stuff for us. And it points out a critical thing we need to keep in mind as we craft new, stronger positions for progressive policies. Our challenge as progressives is to come up with strong positions – which means they need to reflect the fact that bad is stronger than good, as well as other marketing basics – that also allow us to do effective governing.