First, members of Congress need to change their websites to get them out of the 1990’s and into the 21st century. Any Internet executive will tell you that an engaging website is the key to driving desired behaviors by customers. Yet the websites of our members of Congress are still little more than electronic bulletin boards: one-way streets for members to pound their chests and tell us how wonderful they are. The techniques for soliciting constituent input are old-school and perfunctory: we can write letters or send emails, texts and blogs. These techniques are the 1990’s equivalent of a suggestion box—they offer no meaningful affirmation that a constituent’s input will be read or acted upon, and no feedback that shows an aggregation of what other voters think. Skyrocketing disapproval ratings tell us something needs to change.
Marketing professionals like to talk about the “call to action” in their promotional materials. They also like to talk about the “value proposition” included with any offering. The websites of our members of Congress have neither calls-to-action nor value propositions that are meaningful to most voters. Incorporating some basic features common to virtually all Internet businesses would be easy. Member’s websites should have a secure account for every voter registered in that member’s district (or state, for websites of senators). Every bank in America has a secure-account feature; Congress could adopt this technology in short order. Once this feature is in place, a member of Congress could solicit input from her constituents (call to action!) and display the results of all input received to date as a reward for citizen participation (value proposition!). This simple strategy alone would dramatically and rapidly improve public approval ratings for Congress.
There is undoubtedly risk for a politician to communicate clearly and succinctly, but it is a job requirement of any elected public servant to accept that risk. Even as a business executive, my colleagues expect me to answer yes or no to yes-or-no questions, providing additional detail if invited or as required. This standard of conduct is essential for accountability to our shareholders and our employees. Congress has sent many Americans in harm’s way in recent years. Those Americans have gone willingly because they were sworn to defend our Constitution. Members of Congress also take an oath to defend our Constitution—they should not be exempt from the political risk of taking a standardized Political Courage Test.
The mere fact that members of Congress shy away from the test implies that they are somehow tricking voters into sending them to Washington through clever messaging. Consumers today are uncomfortable with this ambiguity. We can compare prices between like products using our cell phones as we walk from store to store. The fact that our elected officials feel it necessary to avoid a clear, standardized statement of their beliefs contributes to the public’s perception that members of Congress are hiding something, telling us what we want to hear at campaign events while doing we-know-not-what when out of public view. Having every sitting member of Congress take the Political Courage Test would send a clear message to Americans that our representatives are committed to giving us what we vote for.
Two simple steps could rapidly and dramatically improve the public approval ratings for the United States Congress. Adopting standard 21st century web site technology would engage voters and give them the immediate gratification of knowing their views count. Taking the non-partisan Political Courage Test en masse would send a clear message that members of Congress care about the public’s perceptions and are doing their part to provide effective governance.
Tryon, a former fellow in the office of Sen. Max Cleland (D-Ga.), is a senior vice president at Internet retailer Overstock.com and the author of Accountability Citizenship.