1 VITAL SPEECHES of the day 2015 EDITION THESE VITAL SPEECHES THE BEST OF THE 2015 CICERO SPEECHWRITING AWARDS

33 “Building a Culture of Health in America,” by Tanya Barrientos for Risa Lavizzo-Mourey, MD, MBA, President and CEO, Robert GRAND AWARD Wood Johnson Foundation 2 “Wayne’s Story—Eradicating Poverty in Canada,” written and delivered by Dana Robbins, Vice President and Group Publisher, 37 “We Are Third,” by Maximillian Potter for John W. Hickenlooper, Metroland Media Group Governor, Colorado

39 “Building Cities on a Foundation of Cooperation,” by Bill Bryant for Myron Gray, President, U.S. Operations, UPS

CATEGORY WINNERS 42 “Preventing the Boom,” by Antonie van Campen for Tom 4 “Disruptive Aging,” by Boe Workman for Jo Ann Jenkins, CEO, Middendorp, Chief of Defence, the Netherlands AARP 44 “When You Come to a Fork in the Road, TAKE IT!” by Teresa 6 “The Strength to Dance,” by Ken Askew for Masashi Oka, CEO for Zumwald for Chad Delligatti, President, InnoSource the Americas, Bank of Tokyo-Mitsubishi UFJ; President and CEO MUFG Union Bank 46 “Forever, Go Blue,” by Kim Clarke for Mary Sue Coleman, President, University of Michigan 9 “Pittsburgh Chemical Day Keynote,” by Jeff Porro for George Biltz, Chief Strategy Officer, Axiall Corporation 47 “Honoring Those on Eternal Patrol,” by Greg Lemon, for Joe Heck, U.S. Representative (R-Nev.) 12 “Manufacturing Leadership: President’s Report,” by Chrys Kefalas for Jay Timmons, President and CEO, National 49 “It’s Our Company Now,” written and delivered by John Santoro, Association of Manufacturers Senior Director and Executive Speechwriter, Pfizer

15 “Fan into Flame Your Writing Gift,” written and delivered by 53 “Claire Davis Memorial,” by Maximillian Potter, for John W. Judith E. Ingram, Author, A Devotional Walk with Forgiveness Hickenlooper, Governor, Colorado

17 “Silver Bullet Playbook: Rewarding Excellence in Clinical Trials,” 54 “To Believe We Can Do Anything,” by Kim Clarke for Mark S. by John Santoro for Freda Lewis-Hall, MD, Executive Vice Schlissel, President, University of Michigan President and Chief Medical Officer, Pfizer Inc. 57 “2014 State of the Society Address,” by Larae Booker for Henry 19 “Change the Status Quo,” by Teresa Zumwald for Chad Delligatti, (Hank) Jackson, President & CEO, Society for Human Resource President, InnoSource Management

21 “Rap on Trial,” by Barbara Seymour Giordano for Charis Kubrin, Professor of Criminology, Law and Society, University of California, Irvine

23 “The Hispanic Contribution to Oregon: A Story,” by Roy HONORABLE MENTION Kaufmann for John A. Kitzhaber, Governor, Oregon “A New Utility Business Model for a Sustainable Energy Future,” by Zachary Narrett for Ralph Izzo, Chairman, President and CEO, PSEG 25 “Skills for the Future,” by Marloes Telle for Jet Bussemaker, Minister of Education, Culture and Science, the Netherlands “Somebody Just Like You,” by Janet Stovall Harrell for Forest T. Harper, CEO, INROADS 28 “Solving the Carbon Problem Together,” by Douglas Neff for Roger Sant, Co-founder and Chairman Emeritus, AES Corporation “Lose and Learn,” written and delivered by Laurel Kallen for Hazel Dukes, President, NAACP New York State Conference

CICERO 2015 2 CICERO SPEECHWRITING AWARDS GRAND AWARD WINNER “Wayne’s Story—Eradicating Poverty in Canada”

Written and delivered by Dana Robbins, Delivered to the Hamilton Speakers Bureau, Vice President and Group Publisher, Metroland Media Group Hamilton, Ontario, April 1, 2014

ayne was my best friend through My own family was of modest, even I no longer make that claim because Wmost of my boyhood. humble, means, but Wayne’s family re- as challenged as my family’s fortunes He had an easy laugh. And it was sided one entire, precarious rung lower may have been, my own experience effortless to like him. on the social ladder. bears little resemblance to the experi- We were the same age, but Wayne I don’t think Wayne had more than ence of poverty today. was always the leader of our small one pair of jeans in all of the years that It’s never been good to be poor. Be- band, having mastered all the skills that I knew him. And he was always hun- ing poor has always been the short end boys deem essential: gry, shamelessly scrounging leftovers of society’s stick. • He could play Smoke on the Water from friends. “Do you got anything to But the truth is that to experience on his guitar; eat?” was his standard greeting. poverty in contemporary Canadian o And I still think that’s cool. At home, there was no running wa- society is to experience a poverty that is • He could fillet a fish with a jack ter, no toilet, sometimes no heat. Worst particularly corrosive and marginalizing. knife; of all, there was never any hope. There are many reasons why being o And I still think that’s pretty cool. Wayne knew, at an age when a child poor today is worse than it was when • And, most impressively, he could should not have such wisdom, how I was growing up. But I think a couple perfectly imitate the sounds of the fragile is life. factors are worth noting here. most obscene bodily functions; Of the many sins that can be laid at One is the increasing polarization of o And, for sure, I still think that’s poverty’s door, surely none is greater Canadian society. For many Canadians especially cool. than the vulnerability it instills in those of my generation, whether you were I thought Wayne was the coolest guy who have been brutalized by it; that growing up poor, rich or somewhere in the world. nagging, sometimes suffocating, fear in-between you almost certainly regu- For all that, and despite his standing that everything you have can be taken larly rubbed shoulders with folks of in our boyhood pantheon, there was al- from you. other social stripes. ways something tentative about Wayne. As a child, I thought that Wayne’s When the dentist’s son turned 8, I It was almost as if he was never quite place in the world was unfair. I now was invited to his birthday party; I was certain that he was as much of a hero appreciate that it was much worse than invited even though my Dad worked in to us as was obvious to everyone else, that. It was scandalous. And it was an the mine and we lived in a trailer. And or that he even belonged in our group. indictment of the community in which no one would have thought anything Like a dog that’s been cuffed once we both lived. odd about that. too often, Wayne was oftentimes suspi- In Hamilton, we, too, stand accused. That social interaction, that cohe- cious of an outstretched hand. And More than 22,000 Hamilton chil- sion, is appreciably less common today, you sometimes had the sense that he dren live in poverty, almost 8,000 of especially in the large cities where most fully expected his friends to one day them under the age of 6. That means of us live, where it’s quite possible for abandon him. that 1 out of 4 of our youngest, most a poor child to have no meaningful As we one day would. vulnerable citizens are being taught the contact with anyone other than other I’ve told Wayne’s story before; at one lessons that Wayne learned: poor children. point I shared it with Spectator readers. • That the world is mostly indiffer- I think it’s hard for most people to But I thought I would retell his story to- ent to them; understand how small your world can day because so much of my own think- • That they are not deserving of be when you are a poor child growing ing about poverty started with Wayne. anything better; up in poor neighbourhood. And, also, because I know in my • And that what little they have can I think the second factor aggravating heart that all wisdom, no matter how be taken from them. contemporary poverty is a bit harder modest, starts with the telling of sto- I used to tell people that I grew up to get our intellectual arms around but ries. And that, of course, is what has poor. I’m embarrassed to admit that speaks volumes to the marginalization being asked of you. now. I feel a bit like the guy who reads of poor people. Wayne was a poor kid in the poorest a book review than pretends to have I’m talking about the increase in neighbourhood of a very poor town. read the actual book. personal wealth in Canadian society

VSOTD.COM 3 over the past two generations. So much I see it in my own kids. obstacle with the generations that pre- affluence, so much conspicuous con- They are smart, thoughtful young ceded them. sumption, that Canadian society is, at people—compassionate and easily The experience of people in middle- times, almost unrecognizable to me. moved, motivated by sound values. But age, people of my generation, who have How does that make poverty more poverty is as foreign a landscape to them known poverty—even tangentially—in corrosive? as the lunar surface. their own lives, distorts their percep- It’s the juxtaposition, I suppose. A while back, my then 16-year-old tion and understanding of poverty in With apologies to Charles Dickens daughter was complaining about how contemporary Canadian society. and Scrooge, ‘It is when abundance miserable her life is under her parents’ In many cases, it gives people of my rejoices that want is felt most keenly.’ reign of terror. generation a misplaced confidence that I’m not saying it’s easier to be poor “I wish I had grown up when you they understand poverty. when those around you are also impov- did,” she said. “You were so lucky. You For the reasons I cited earlier, I don’t erished, but it is true that to be poor had so much freedom.” think most of us do. But yet we smugly, when folks around you are affluent, I did what every parent does when sometimes belligerently, wonder: ‘If perhaps even to excess, is particularly confronted by a belligerent teenager, I I rose above my circumstances, why corrosive and damaging, and ultimately tried to make her feel guilty. can’t they?’ weakens the fabric of our society. “Lucky?” I said, “How can you say So this is not an easy task we’ve set I don’t claim to have gained any that? You know how poor we were. You ourselves, mobilizing Canadians to great wisdom about poverty in the years know I grew up in a trailer.” eradicate poverty. But we should feel since Wayne and I used to throw stones “That’s right,” she said without miss- great confidence. from the Howey Bay bridge, but I’ve ing a beat. “Your house had wheels. You A friend introduced me many years become convinced of a couple things. were always going places.” ago to a concept from her days in nurs- Nothing will change until the people I tell you that story mostly for a ing, a tactic used by health-care providers outside this room become convinced cheap laugh at the expense of one of when it is essential that they achieve the that change is essential. In the same way my children, but also to underline how full and undivided attention of a patient. that a generation ago we became con- difficult it is to understand poverty when She said you do that by presenting “in- vinced that drunk driving was wrong, you’ve not experienced it. formation they can’t walk away from.” we need to be of one mind that system- The best intentioned, most caring, I’m confident that stories you are ic, entrenched poverty is unacceptable. individuals feel sympathy for the poor, telling for the Roundtable Speakers’ But how to build that consensus? but the experience doesn’t really reso- Bureau meet the test of ‘information we We are buffeted by two seemingly nate. It lacks traction. can’t walk away from.’ And for that I contrary headwinds: I’d suggest to you that sympathy is congratulate, and thank you. • The first is the dearth of Canadians dangerous. One of the last times I saw Wayne, who have experienced poverty firsthand; Sympathy marginalizes. he was in hospital, bloodied, horribly • The second is the abundance of If we’re going to make real inroads disfigured and barely able to commu- Canadians who have experienced pov- in poverty reduction, we need empathy, nicate, mere hours after a gruesomely erty firsthand; not sympathy. violent suicide attempt. In the case of the former, the major- Empathy is what prompts action There were a couple more encoun- ity of Canadians of the generations that and change. After a lifetime in me- ters afterwards, but the centrifugal force have followed mine have known only dia, I can assure you that the stories of his life spiralling out of control even- affluence. that most resonate with readers are tually spun all of the old gang out of his And, increasingly, that is transform- those with which readers can make a circle, and out of his life. ing us into a society that is not rooted in personal connection, ones in which Over the years, I’ve heard snip- personal knowledge of poverty or even they can see some part of their own life pets now and then—health problems, want. reflected. a failed marriage, years of addiction, Certainly, Canadian society remains That is why the work you are do- and Wayne’s ever-present companion, a ‘caring’ culture—witness the outpour- ing—sharing your stories—is so crucial. poverty. ing of support following any natural We live in the most narcissistic age I wish Wayne’s story had a differ- disaster anywhere in the world—but in history, one increasingly defined by ent ending. But the legacy of poverty is increasingly it’s missing the ‘There- our inability to empathize with those rarely edifying. but-for-the-grace-of-God …’ sensibility around us. Your stories will help us Wayne the adult is a stranger to me that informed the thinking of previous scale those walls. now. But Wayne the boy—expert fisher- generations. If the lack of personal experience man and builder of forts—is much on We feel sorry for the poor but we with poverty is an obstacle with younger my mind today. And so, too, are the pos- really can’t imagine how it is that they Canadians, the abundance of personal sibilities of what might have been. have come to be poor. experience with poverty is as great an Thank you.

CICERO 2015 4 CICERO SPEECHWRITING AWARDS WINNER: ASSOCIATIONS “Disruptive Aging”

By Boe Workman for Jo Ann Jenkins, Delivered at AARP’s Ideas @50+, CEO, AARP San Diego, Calif., Sept. 5, 2014

ood morning everyone, and thank We don’t want to be defined by At our Life@50+ event in Boston Gyou, Carol. And, let me thank the our age, any more than we want to be earlier this year, one of our speak- entire Board. I am honored. Welcome defined by race, or sex, or income. ers said, “When your past memories to AARP’s Ideas@50+. And frankly, I’m a little tired of other become bigger than your dreams—you I am so excited to be here as your people defining me that way. I want know you have a problem. You’ve new CEO, and I’m looking forward to people to define me by who I am, not stopped living.” leading this great organization, work- how old I am. We know that the future brings with ing with our volunteers and staff all Disruptive aging begins with each it many new challenges and opportuni- across this great country and meeting of us embracing our own age—feeling ties—and we welcome both with open as many of you as possible. good about where we are in life. arms. That’s what keeps us excited. As I begin, I want to say a special It sounds simple enough, but how That’s what keeps us engaged. word of thanks to my predecessor, many of us really do it? At the same time, we also know that Barry Rand. For the past five years, We’ve all seen those ads on TV and life after 50 isn’t what it used to be. Barry has been an innovative and in- in magazines—”50 is the new 30,” or I know because the 50 of my spirational leader of AARP and people “60 is the new 40.” parents’ generation certainly isn’t an 50 and over. While that that may sound like experience I can relate to. He helped us all to see aging in a a nice sentiment, as someone over If I had lived in my parents’ genera- new light—not as a time of decline, 50—I’m not so sure I agree. tion, I would have retired after spend- but as an Age of Possibilities. I was born in 1958, the same year ing 25 years in government service. And, because of his leadership, I in- Dr. Ethel Percy Andrus founded After all, I was eligible for my pension, herit AARP in the best financial shape AARP—you do the math. my husband had just retired, my kids in our 56-year history. For one, we face distinct challenges were grown—conventional wisdom On a personal note, Barry has and have different goals than people in dictated that I should just retire. not only been a visionary leader of their 30s and 40s. We’re at a different There was only one thing wrong—I AARP—he has also been an influential place in our lives. We’re motivated by wasn’t ready to retire. I was just ready and inspiring teacher and friend. different things. to do something different. Thank you, Barry. Because of our life experiences, we So, I joined AARP as President of As you all know, we’re doing see the world through a different lens— AARP Foundation. I then became something a little different here in San a lens shaped AARP’s Chief Operating Officer. Diego. • by experiencing the ups and downs And just this week began my tenure as Ideas@50+ is all about giving you of life, CEO. the opportunity to explore some of the • by the wisdom gained from those I almost missed this opportunity be- big ideas that are out there to help you experiences, and cause stuck in the back of my head was live your best life. • by the comfort that comes from hav- a little voice that said the social norm To get us started, I have a big idea I ing a better understanding of who we at this stage of my life was to play it would like for you to consider. My idea are as individuals and what we want safe and retire. can be summed up in two words: from life. Fortunately, I didn’t listen. And “Disrupt Aging!” That’s right—Dis- I don’t want to be 30 again. I may at today, millions of people like me aren’t rupt Aging. Let’s change the conver- times want to look like I’m 30 and feel listening, either. According to AARP sation in this country around what it like I’m 30—but I’m very comfortable research, almost half of all employees means to get older. It’s not really about with the experiences and wisdom those aged 45-70 envision working well into aging, it’s about living. years have brought me. I am a more their 70s and beyond. To “Disrupt Aging,” we need to purposeful person because of my age. In fact, as I transition into what is get to the point where we’re no longer I’ll bet that most of you would say probably the height of my career, I am defined by the old expectations of the same thing. We like where we are. In inspired by what my own experience what we should or should not do at a fact, we’re looking forward to the years represents for the future of aging in certain age. ahead, not looking back on days gone by. this country.

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No, 50 is not the new 30, nor is 60 by their age and that experience has changing world. Let me give you an the new 40. I like to think that 50 is the value. example. new 50—and I like what it looks like. That optimism—that desire to live Last year, we introduced AARP We’re not becoming younger as life on our own terms, to make a differ- TEK to help people get the most out we get older. We’re redefining what it ence, to change the world—is very real. of their personal technology. means to be our age. But, I also know as former President This year, here in San Diego, we’re The 50-plus population of today is of AARP Foundation, what else is introducing RealPad. We created this made up of individuals like all of you real—Real people face real challenges tablet in partnership with Intel, specifi- here—who are actively seeking and every day. cally to meet the wants and needs of living with purpose—in a variety of Many struggle to meet their most the 50-plus. different ways. basic needs—health, financial, caring It’s easy to use, comes loaded with We’re not slowing down. We’re just for themselves and their families. They useful information, and it’s afford- getting started. We’re connecting with need our help and support. able—all designed to help you stay more people in more meaningful ways People don’t want to be limited or connected and live your best life. You through technologies. defeated by these challenges. They can see RealPad at AARP TEK on the We’re committed both to family and want to win back their opportunities. exhibit floor. energized by work. We don’t have to The good news is that we embrace Now, at the end of this session, I make a choice. We can— and should— challenges and persevere when faced want you to look underneath your seat. have both. with adversity. We’re used to the world Five of you will find a certificate for We are caregivers—whether as shifting right under our feet—even a free RealPad. If you’re one of the adult children caring for older parents, those of us who don’t live in California. lucky winners, just take your certificate parents taking care of children, or as We adapt. We fight for what we to the RealPad booth to learn how to grandparents taking care of grand kids, want. And, we aren’t easily defeated. receive your free RealPad. or as some combination of all of these. Our goal at AARP is to help you We live in a very interesting and We are volunteers and philanthro- and your families confront those chal- exciting time. Most people turning 50 pists. We are leaders in our communi- lenges and embrace your opportunities today can expect to live another 30- ties, supporters of our churches, help- to the fullest extent possible. plus years. That’s more time than they ing hands to our neighbors and friends. This requires innovative thinking spent in childhood, in adolescence, We are a generation of makers and and big ideas—which is what you’re and for many, it’s more time than they doers who have a desire to continue ex- going to get here at Ideas@ 50+. spent working. ploring our possibilities…to celebrate It requires bold action and leader- We’re quickly approaching a time discovery over decline. ship to confront the issues that face an when people 65 and older will outnum- We seek out opportunities and grab aging America. ber children 15 and under for the first hold of them when we find them. And, it requires changing the conver- time in history. I think astronaut Ellen Ochoa said it sation around aging in this country so Our ability to live longer, healthier well. Ellen is the first Hispanic woman we embrace aging as something to look lives is one of mankind’s greatest ac- in space and currently director of the forward to—not something to fear. complishments. NASA Johnson Space Center. And, as your CEO, I will be un- Maya Angelou—who graced the Here’s what she said, “One of the apologetic in fighting for the wants stage at our national events for many things that changed during my life was and needs of people 50+, and I need years—once said that, “At 50, you I didn’t feel that I was limited, that I you to be fearless with me—whether in become the person you always wanted had to make choices… You’re not shut Washington, or in states and communi- to be.” out. You’re not cast in one particular ties across the country. I think that’s right. And at AARP, mold.” We can’t do this alone. We have to we truly believe that for every member I identify with that. bring all parts of society with us. of our society, age and experience can To me, it demonstrates that people There is a public role for govern- expand your possibilities in life. 50-plus are still living in ways that re- ment at all levels, a private role for When we disrupt aging, and em- flect the attitudes, activism and aspira- businesses and organizations, and a brace it as something to look forward tions of the boomer generation. personal role and responsibility for to, we can begin to discover the real AARP is an organization of “Real each of us. possibilities for living the life of the Possibilities”—because we believe that That means we also have to learn person we’ve always wanted to be. no one’s possibilities should be limited how to get the most out of life in rapidly

CICERO 2015 6 CICERO SPEECHWRITING AWARDS WINNER: BANKING “The Strength to Dance”

By Ken Askew for Masashi Oka, Delivered at the MUFG Americas CEO for the Americas, Bank of Tokyo-Mitsubishi UFJ; Inaugural Leadership Summit, President and CEO MUFG Union Bank Huntington Beach, Calif., June 9, 2014

ood morning, everyone! We need to communicate through- I understand. We all fear change. G Thank you for that warm out this process. Especially when it’s And we all need to get over it. applause. It’s great to hear such ap- uncomfortable. An integration like this If you’re in business today, you’re in preciation for penmanship! I hope you demands serious discussion and fearless the business of change. noticed that nice manicure, too. I had soul-searching. Here’s a quote from a recent speech to be talked into it. My first one ever. Last night, we talked about the top by a CEO you all know: And the last! ten worries you told us about in the We’ll leverage our strengths to You’ve heard all those words—[on survey we sent you. Your responses transform how we organize, plan and opening video, Opening video show- showed the pulse of a healthy organi- work. We’ll improve in all disciplines, ing Mr. Oka’s hand penning a mani- zation in a state of high alert. collaborate around common goals, and festo—with voiceover of him reading Thoughtful… insightful… full of rethink nearly every piece of what we it out loud as he writes—about the constructive concern. do and how we work. Our core values moral imperative, nobility and pride You also made clear we certainly won’t change, but we have to evolve to of responsible banking, concluding haven’t done everything perfectly so win. with him signing his name.]—from me far. That’s Steve Ballmer, the former before. Pride in being a banker. Our That’s useful feedback, too. CEO of Microsoft, talking to his peo- noble profession. Responsible banking. Whenever we talk about our hopes ple about reorganization. But it could I hope you know by now that I mean and dreams, we also need to talk about be any number of chief executives. every word. I’m honored to sign my our fears and nightmares. Like this one. Every company changes. It has to. name to them. And if you want to be a leader, it’s part And today, I’m honored to welcome [New Yorker cartoon: Husband to of your job to lead people through each of you to the first official gather- wife as they walk past Luigi’s Pizza change. ing of this great new leadership team. joint Speaking of which, who would’ve A team of destiny. A team that’s going where “Luigi’s” is crossed out and thought Steve Ballmer would be the to build our new bank into a force replaced with “Hashimoto’s”: “Uh- new owner of the LA Clippers? Talk to be reckoned with throughout the oh.”] about change! Americas. Or what about me? Here I am We’ve traveled a long road to be I know worries like these can keep today without a tie. ready for this moment. We’re not you up at night. I know because it’s And there I am on my way to quite over the finish line. That’s why natural. school, in first grade in the Bronx! we’re here. To roll up our sleeves I also know because you told me! When I didn’t speak a word of and get some work done, today and You’ve mentioned your fears. That English! tomorrow. But we’ve made huge prog- one coast will overshadow the other. ress, and I’m really happy with where Or that a great, longstanding culture [Actual family photograph of the we are. will simply fade away. One of you even speaker, Masashi Oka, as a first-grader I know it hasn’t been easy. I imagine admitted a recurring nightmare— waiting for the school bus dressed in at times, you felt a little like this. about starring in that music video from suit and tie and carrying an adult-sized the 80s, I’m Turning Japanese I Really briefcase.] [New Yorker cartoon: Cave-drawing Think So. artist speaking to tribe with clubs and The fact is, no one’s turning Japa- spears: “I don’t know how to draw an [Visual: Screen shot from 1980s nese here. But we all are turning more integration—you’ll have to go back music video by The Vapors.] global. and kill them.”] Tokyo included. If it makes you feel any better, some We’re establishing closer ties that So I’m glad we got some issues that of my colleagues in Tokyo think I’ve reach around the world to other mem- trouble you out on the table last night. turned completely American! bers of the MUFG team, and at the

VSOTD.COM 7 same time give us more free rein here But the bridges I’m talking about Herschel Walker didn’t want to be in the Americas. are the figurative bridges you built a dancer. He wanted to play better ball! This is about becoming an integral through Leones. Bridges of lasting That’s how we need to think. We part of an organization of 120,000 relationships across the Americas and want to be better bankers. people, doing business in 800 offices in the Pacific. The Leones process itself HQA and Union Bank each come 40 countries, for a purpose, for a mean- has transformed us. It’s prepared us to to this room with strengths to offer ing, more than simply making money. produce results as a team. the other. We have a choice in how to It’s about the greater good. There’s never been a doubt our new develop them together. About our contribution and obliga- bank would have strength to power our We can stick with old patterns. Exer- tion to society. dreams. The real questions have been: cise the same muscles. Can we produce together effectively? But that could mean we end up *** Can we coordinate our strengths looking like this: gracefully? Reinventing a company takes a lot of [Visual: Popeye walking, clearly work. *** showing his overdeveloped forearms So let’s not lose sight of what we’ve and calves done right so far. There’s an unusual story about Her- and underdeveloped biceps and On top of your day jobs, you, and schel Walker, the great football player thighs.] your people by the hundreds, have in the invested more than 100,000 hours 1980s and 90s. He kept himself in Overdeveloped and underdeveloped of sweat—and possibly tears—in the phenomenal condition. He’s said to at the same time. name of Project Leones. have done 1,000 pushups a day, and That’s what we need to avoid. You’ve led seventeen task forces and 2,000 sit-ups—except on his birthdays, We need to concentrate hard on dozens of work groups, guiding more when he celebrated by doing twice as building one body that’s balanced… than many. … and has the strength to dance. 100 work-streams through aggres- He was a running back for the Dal- That doesn’t mean we put aside our sive timelines, to handle more than las Cowboys. It raised some eyebrows heritage. There’s a lot to be proud of. 8,000 specific duties and countless in the sports world when he announced A long string of triumphs over the details. he would spend the off-season by centuries. Here’s one way to look at what dancing with the Fort Worth Ballet. He Union Bank is celebrating 150 years you’ve accomplished. had never danced in his life. He knew of a beloved presence on the west nothing about ballet. And I should coast. [Visual: Mosaic amalagam of doz- point out that this was decades before It holds the title of being the most ens of actual PowerPoint slides Dancing With the Stars. But he did reputable bank in America. showing complex charts and graphs, know his reasons for trying. He said, “I HQA comes from an equally long produced during the multi-year “Le- have to use a completely different set and distinguished heritage, with tre- ones” project to of muscles when I dance.” mendous financial performance under integrate all MUFG organizations When you hear that story, it’s fun to Katsumi’s leadership. throughout the Americas into one new imagine Herschel Walker in a tutu. It’s only right to respect our indi- bank.] vidual paths. They brought us here, to Visual: PR shot of Herschel Walker the point of convergence. Our conver- I’m sure you know there are thou- in running pose clutching football, gence now offers us power to grow. sands more PowerPoint decks like these with pink tutu Photoshopped over But being bigger is not enough. We out there. his uniform. want to be great. That will be based on But here’s another way to see what something deeper: our shared values. you’ve accomplished. A better way, I But he wasn’t thinking like that at Like responsible banking. Relationship think. all. He was thinking more along these banking. Commitment to customers, lines. communities and colleagues. [Visual: Glamour shot of new San Francisco-Oakland Bay Bridge span.] [Visual: Baryshnikov leaping, Photo- * * * shopped to make it appear he’s making You’ve been building bridges. a spectacular football catch.] A few years from now, we’ll look back That’s a literal bridge you helped at this moment as an inflection point build, by the way. The new San Fran- That’s Baryshnikov grabbing a in our bank’s history. We’ll each ask cisco Bay Bridge. We funded it to tune touchdown pass no one else in the ourselves, did I move the needle? Did I of $185 million in Toll Authority bonds. world could catch. bring out the best in my people? Did I

CICERO 2015 8 CICERO SPEECHWRITING AWARDS wisely help guide us through a confus- As Raskin points out, a lot of Bear in mind the fact that a bank ing environment? “the darkest manifestations of the prospers as its customers prosper, Over the next two days, we’re here financial crisis have receded. The but never permit them to dictate to map out our future together. boarded-up homes with overgrown your policy. We need to be on the same page. lawns. The half-built skyscrapers. The capital of a bank should be a A remarkable thing about the hu- The Occupy Wall Street protests. reality, not a fiction. man body is that every cell knows the The ‘We Buy Houses Cheap’ signs at Pursue a straightforward, upright, master plan. exit ramps. But even as the economy legitimate banking business. Every individual cell contains a comes back to life, the memory of Splendid financiering is not legiti- complete blueprint for the entire body. these events is still sharp in the pub- mate banking, and splendid financiers DNA. lic’s mind.” in banking are generally humbugs or I know we in this room weren’t rascals. Never deal with a rascal. [Visual: Double helix.] part of causing the damage. But we’ve suffered damage ourselves. The repu- What impresses me most is that When we wrap up this meeting, tation of banking has been tarnished. these truths were put forth more than I want to know that each of us here The only way to fix it is to earn it. 150 years ago. They’re still entirely rel- contains our master plan. I want us to Again. And again. Every day. Back to evant and worth considering every day. walk out together on a path of unity, the basics of responsible banking. When the document arrives at your each knowing our role and the big desk, I hope you do like I do, and put it picture, too. * * * somewhere you’ll see it often. It’s not always going to be nice and smooth. Nothing important is ever A few weeks ago, I sat down with Tom * * * easy—and our work is very important. Curry, Comptroller of the Currency, We’re entrusted with other people’s in our regularly scheduled semi-annu- Banking is a tumultuous sea. Crises futures. al meeting at his office in Washington. come and go. Cycles come and go. Without their trust, we’re nothing. In the course of our conversation, Chief executives come and go. What Last year, Sarah Raskin, a member he showed me a document and said, endures is the anchor of responsible of the Federal Reserve Board of Gov- “Here’s what I believe about bank- banking. That’s a natural result of do- ernors, made a speech about the value ing.” It was called, “Advice to Bank- ing right and putting customers first. of reputation in banking. After forty- ers” from the Comptroller of the We’re sailing into uncharted waters five minutes of exhausting analysis, she Currency in 1863. with MUFG Americas. There will be concluded that, quote: daily challenges ahead. There will be [Visual: Shot of original parchment uncertainties. The principal social value of finan- sent from Comptroller of the Currency But we have a North Star to keep us cial institutions is their ability to facili- to the banking community in 1863, on course. It’s called doing right. tate the efficient deployment of funds titled “Advice to Bankers.”] Right by the customer… right by held by investors, and entities that pool the community… right by each other. these funds to productive uses. In the I took a look and immediately said, That’s... responsible banking. context of banking, social trust and “That’s what I believe, too! I have a Mark Twain said, “Always do right. reputation are the same thing. framed copy in my office, and I’ve read This will gratify some people and it over and over!” astonish the rest.” In a sense, she’s saying bankers can There’s a lot to think about on that If we keep that high standard firmly help make dreams come true. one simple page. in sight, we cannot lose our way. But to accomplish that, bankers That’s why I’ll be sending each of Always do right. That’s how to be need trust. And reputation built on you a copy soon through interoffice proud you’re a banker. trust. mail. Thank you for listening, and for all That’s always been so. But today, it’s Here are some of my favorite lines: you do. especially important.

VSOTD.COM 9 WINNER: ENERGY “Pittsburgh Chemical Day Keynote”

By Jeff Porro for George Biltz, Delivered at Pittsburgh Chemical Day, Chief Strategy Officer, Axiall Corporation Pittsburgh, Pa., Sept. 23, 2014

hank you, Bill [Flanagan] for that I’m a 3rd generation chemical But envy of my grandfather did Tkind introduction. And my thanks engineer. Chemical engineer number creep in because ---while his career as well to the Pittsburgh Chemical Day one in the Biltz family--my grandfather came during a time of historic industry committee for inviting me to speak to Joseph –--grew up in Springfield, just a achievements and triumphs-- much of you this evening. It is an honor to join few miles from where we are today. He my career has come at a time when the the amazing group of men and women, graduated from the first college to offer industry has struggled with different true giants of chemistry and the chemi- a degree in Chemical Engineering— kinds of challenges. cal industry, who have been keynote the University of Pittsburgh—where To be reminded of those challenges, speakers at this event. It’s also a privilege else?—in 1922. Then he worked here all you have to do is to look back to to share this dais with Secretary Walker, as a chemical engineer for Union Car- some of the issues of Chemical and although I must say your thoughtful bide for a few years, before they moved Engineering News, from as recently as remarks are a tough act to follow… him to Niagara Falls in New York. the early 2000s. Here is a quote from a This is a great time to speak to a Now I mention my grandfather, not 2002 cover story: “As chemical industry roomful of chemistry professionals: only because of the Pittsburgh connec- production spiraled downward in 2001, you’re pretty much guaranteed the tion, but also his story highlights both so too did industry employment… audience is going to be in a great mood, the promise and the challenges our the drop in employment continued a thanks to all the excitement in our industry faces today. decade-long trend for both chemical industry. And I plan to add to that good Think about my grandfather’s first and manufacturing jobs.” mood today by celebrating all we’ve twenty years as a chemistry profes- Hardly the “golden age.” accomplished. sional—from say the mid- 1920s to the Environmental and other regula- But I also believe strongly that this late 1940s. They were years filled with tions, and especially the rising cost of exciting era could come skidding to a such dramatic innovation, growth and feedstocks were taking a huge toll on halt if we get complacent. So I’ll also excitement in chemistry. the U.S. industry. To make matters offer some thoughts on what we need to The discoveries and inventions worse, most expert observers didn’t see do to keep the industry we love moving were jaw dropping—ethylene deriva- much hope for a turnaround. Because forward. tives, silicones, rayon, nylon, poly- it seemed certain energy and feedstock Let me begin by talking about con- styrene, Polyurethane, the Houdry costs would remain high by histori- nections. As a company, Axiall may seem Process for catalytic cracking, just to cal standards, everybody assumed the like a relative newcomer here at Pitts- name a few. future of the chemical industry was burgh Chemical Day. But in fact our ties We often talk about the modern offshore in the Middle East and Asia… to this great event and to this dynamic chemical industry—he was actually far away from Pittsburgh, Cleveland city go way back. While our predeces- ““present at the creation” working on (where I grew up and my father worked sor company, Georgia Gulf, was active the front lines. In my mind, that was for Union Carbide), and the rest of the at PCD, obviously PPG’s Chlor-alkali the “golden age” of American chem- United States. and Derivatives division, now a vital istry, a time when the development of And Pittsburgh—already hit by the part of Axiall, has long-standing, close petrochemical and acetylene feedstocks decline of the steel industry—was bat- and supportive connections to PCD. unleashed a stream of new products tered even more my chemistry’s decline. And of course many of our people have and unlocked vast amounts of value. Your local headlines back then were been—and still are—located right here. Here is where I have to admit about record unemployment, forced At Axiall, we look forward to building something—I used to be pretty envi- layoffs of police, teachers and other on the tradition of strong involvement in ous of that era my grandfather worked city workers, municipal bonds reduced this prestigious event. in. Let me be clear that, as an engineer to “junk,” and so on. As I mentioned, And there is one other, different kind two generations after my grandfather, I grew up in Cleveland, and went to of connection that I also want to men- I’ve always loved what I do. And I’ve college in Detroit—so I know very well tion -– the strong family ties that link me always been especially proud of the way what the brutal impact of tough eco- to Pittsburgh and to this city’s chemical chemistry enables so many of the things nomic times can do to a community. chemistry. the world depends on. Fast-forward to today.

CICERO 2015 10 CICERO SPEECHWRITING AWARDS

Isn’t it amazing how things can the two word answer is “Marcellus million metric tons of ethylene per year. change so radically in just a few years? Shale.” The plant would be located in Lake The fact is I don’t have to envy my A more accurate explanation of our Charles, Louisiana, next to our current grandfather’s era anymore, because—as industry’s success can be found in one plant there. everyone in this room knows so well— word—”innovation.” Since the signing we’ve been doing a our industry has not only recovered, it Shale gas and the Marcellus Shale joint front-end engineering and design has taken off like a rocket. have always been there. It took techno- study, which should be completed in It seems like wherever you turn you logical innovation to unlock it. It took early 2015. That study will allow both bump into another wonderful statistic. George Mitchell spending fifteen years boards to make a final decision in the Employment up… growth rates working to develop commercially viable first half of next year on going forward. projected to rise to 4% a year . Exports fracking, at a time everybody else said If we do, the project is expected to cre- up 6.6%, trade up nearly 10%, and it couldn’t be done. It took government ate between 2,000 to 3,000 temporary my personal favorite: more than $100 and industry researchers and engineers construction jobs, 250 direct jobs, and billion in new chemical investment in developing advanced drilling and ex- an estimated 2,200 new external jobs. the US. traction techniques. There are a lot more complicated Because chemistry touches 94% of But engineering breakthroughs details about the project, of course. the products made in the U.S, our in- alone did not turn our industry around. But the key to the new cracker is that it dustry’s remarkable growth has spurred Innovative technology was soon ac- would have never even been dreamed an American manufacturing renais- companied by innovative business of without the innovations in our indus- sance, one that promises to help our practices. The sheer size of our natural try that I talked about. economy not only recover, but expand gas resources—more billions of barrels Without the engineering break- in the years ahead. of technically recoverable oil than Saudi throughs that unlocked shale gas, the As for the city that is home to this Arabia in the Marcellus Shale alone— economics of a new cracker would not event, no one is shedding tears for Pitts- meant that many producers lacked the have made sense. No CEO would have burgh now. You are now hailed as the capital and resources to develop the even considered it. “comeback city,” thanks in large part to infrastructure needed to drill, extract, In addition, it took the merger that our industry’s turnaround. Your grow- and market the gas. created Axiall to create a company with ing population, increased employment, The result has been the develop- the size and resources to be a serious new buildings, dynamic neighborhoods, ment of innovative new partnerships, partner on such a project. And it has and wise public policies are now held up investments and joint ventures—linking taken an innovative business partner- as an example for other distressed cities companies here and around the globe in ship, between two companies half way to follow. trailblazing new cooperative initiatives. around the world from each other, to Simply put, this may well be the most Combining shale gas with innova- move the project forward. exciting time ever for our industry in my tive technology and innovative business Our project is but one of hundreds lifetime. I don’t know if historians will practices has also created a domino that are underway or in the planning call it a “new golden age.” But if my effect—lower prices for fuel and feed- stages, thanks to the innovation that is grandfather were alive today, he might stocks means companies have more responsible for this exciting era. well envy me. money to invest in manufacturing and Which leads to the most important So, by all means, let’s celebrate that. R&D. That in turn leads to innova- question of all--how do we ensure However, let’s also remember that if the tive products and processes. These not that kind of innovation continues to years between my grandfather’s career only boost industry performance and fuel progress and spur performance in and mine have taught us anything --we increase consumer demand for our chemical manufacturing? cannot be complacent. products, but also lead to expanded First of all, we have to remember our We HAVE to think hard about how development and use of shale oil. history. What does it say on every stock we can ensure the amazing, exciting I want to spend the next couple of prospectus? “Past performance is no times we live and work in keep moving minutes describing one example of guarantee of future returns.” forward. what happens when shale gas meets in- Great performance, high returns, Since I’m an engineer by training, novation. It’s an example I know pretty and continued progress in our industry you won’t be surprised to hear me say well. are not inevitable. Many of the people the first thing we need to do is under- Early this year, Axiall signed an in this room have lived through periods stand why this turnaround, this renais- agreement with Korea’s Lotte Chemi- of growth and optimism before, only sance, this new golden age of chemistry, cal to pursue a 50/50 joint venture to to see them followed by setbacks and occurred. explore the design, construction and downturns. I’m sure that in the 1940s Most people would opt for a simple operation of a new ethane cracker. We and 1950s many people assumed that two word answer—”shale gas.” project the cracker would cost about $2 our industry would just continue to Or if we’re talking about Pittsburgh billion and would produce about one grow and prosper. Instead it went into

VSOTD.COM 11 decline about the time the third gen- miliar with it, STEM stands for Science, collaborative—and coordinated—effort eration, meaning me, graduated from Technology, Engineering and Math. to make our voices heard. That’s the college in the 1980’s. As I said earlier, On the one hand, we need to sup- best way—in fact, I think it’s the only we cannot be complacent. port STEM education to ensure we way to ensure innovation in our industry This is underlined by one of the are incubating the pioneers who lead continues to shine and our economy basic facts of business—if you’re not the breakthroughs that spark innova- continues to grow. moving forward, you’re in decline. tion—people like our industry’s George Right now, the future seems so To prevent decline, to avoid compla- Mitchell, or Pittsburgh’s own William bright, we need shades. But remember cency, to keep moving forward I believe E. Wallace, who worked on the Man- what John F. Kennedy said, “Time and there are two challenges our industry hattan Project and built a world class the world do not stand still. Change is must meet. chemistry department at the University the law of life. And those who look only The first is regulatory reform. of Pittsburgh, or Percy Julian, a pioneer to the past or the present are certain to I’m sure that everyone here this in the chemical synthesis of medicinal miss the future.” evening has a story of a regulation—or drugs from plants, and the first African Business author Alan Deutschman a regulator—that made no sense, that American Chemist inducted into the put it more bluntly, “Change or die.” seemed dedicated to making our work National Academy of Science or Alice We’re the experts on what our almost impossible, or was simply setting Hamilton, a chemist and physician who industry’s future requires. We’ve got to the stage for a lawsuit. directed the first governmental commis- get involved and stay involved in leading Given that experience, I’m very sion to investigate industrial hazards in society toward that future. If we don’t, familiar with the temptation is to dismiss the workplace. then society will tell us where we are go- all regulation as red tape that chokes off We also need to support STEM ing. And our golden age might become innovation. education because our industry can stay just another memory. But the fact is that civil society and innovative only if we have a strong, dy- But I’m an optimist. I see a bright public officials have the same legitimate namic pipeline of creative young STEM future led by the smart people in this concerns as we do in industry regarding professionals. That pipeline will ensure room and throughout the chemical issues such as safety and the environ- we don’t stand still. industry. The advancement of our ment. We clearly need to take them I know that chemistry companies industry hold the promise of continued seriously. If we don’t, or if we treat here in Pittsburgh are forming trail- growth, of exciting new breakthroughs regulation as a zero sum game, the blazing partnerships with nonprofits to that will cure diseases, create new result could be a dead lock that drasti- support STEM—with organizations like products, protect the environment, and cally limits the potential of shale gas. To ASSET STEM Education, The Chal- improve the quality of all of our lives, me that means that as an industry we lenge Program, the Chevron Center for while fostering a re-birth of American should do more than just say “no.” We STEM Education and Career Develop- manufacturing, and sustained economic have to be proactive and engage. ment, and many others. That’s the kind progress. But will those promises ever be We should certainly fight against bad of industry effort we need throughout redeemed? In the end, that’s up to us. regulations, but we should also fight for the country. They say history repeats itself, and smart regulations. We should make sure STEM education, regulatory re- perhaps it does. I’m now blessed with regulators and community groups, are form—those are my recommendations a grandson, and I spend a lot of time familiar with the latest technology, that for WHAT we should do to battle com- thinking about his future and the world they have a realistic sense of the costs placency and prevent decline. I want he will inherit. Will he be a chemical en- and benefits of innovation and be ready to conclude by talking about HOW we gineer, part of a great industry? I hope to discuss the impact of our investments should do it. so, but hope is not a strategy or a plan. on the community. Every one of us here has a job that To shape the world or shape an indus- Our goal should be to find common is engaging, demanding, and often try, requires action. Action by each and ground, working for a regulatory regime stressful. It’s easy for each of us to get every one of us, as leaders of our indus- that makes intelligent trade-offs, helping preoccupied with that particular job, or try. If we work together to battle inertia both the economy and society benefit. with the unique challenges facing our and embrace the challenges I’ve talked As former governor Ed Rendell once company. about, we can deliver a brilliant future said, “I think better regulation is good But if we want to keep chemistry to our children and grandchildren… for the business community, and I think moving forward we’ve got to break out in much the same way my chemical that’s something we should get together of our habits, our silos, our comfort engineer grandfather and father did for on.” zones. Do more to think and act as an my generation. The second challenge we must meet industry focused on its future. I know we can do it, and I’m look- to sustain innovation and keep our It’s no longer enough for individual ing forward to working with all of you industry moving forward is STEM edu- companies to support smart regulation to make the promise of 21st Century cation. For those of you that aren’t fa- and STEM education. We need a more chemistry come true.

CICERO 2015 12 CICERO SPEECHWRITING AWARDS WINNER: MANUFACTURING AND PRODUCTION “Manufacturing Leadership: President’s Report”

By Chrys Kefalas for Jay Timmons, President and CEO, Delivered at 2014 NAM Fall Board of Directors Meeting, National Association of Manufacturers Washington, D.C., Oct. 2, 2014

ood afternoon. We thought it was have framed discussions on issues like the Business Roundtable, the Retail Gworth playing a part of Doug’s the Export-Import Bank reauthoriza- Federation, the National Federation opening video again, because it high- tion, the potential new ozone standard, of Independent Business, our state lights an important point: Americans infrastructure investments and the association allies and other powerful believe in manufacturing. Americans onslaught of federal regulations that manufacturing organizations to which know manufacturing creates jobs, combine to take $2 trillion out of our you belong and sometimes lead—those growth and opportunity. Americans economy each year. alliances have helped make the NAM know manufacturing provides path- To bolster these campaigns, we’ve more successful. ways to the middle class, to a stable grown our partnerships with tradi- Thanks to your leadership, steadfast and secure retirement and to a brighter tional and nontraditional allies—from support and stepped-up involvement, future for each new generation. Manu- the U.S. Chamber of Commerce, to our approach has worked. We’ve facturing changes people’s lives for the the Laborers’ International Union of achieved unprecedented growth— better—and improves the conditions of North America, to the National Coun- in membership and revenues, a 27 life for everyone. cil of La Raza. And, at the same time, percent increase in the organization’s That’s why, as we gather today, we’ve deepened our relationships with revenues from 2009 to what we project even with the gridlock in this city, the members of Congress. in 2014—empowering manufacturers National Association of Manufactur- Beyond these necessary steps, a with more resources to more effectively ers is able to move our agenda to grow new, strong voice has emerged in advance our shared priorities. the economy. We’re winning the public Main Streets and in capitals at home And, we are seeing results. over. and abroad. Because manufacturers’ [Accomplishments video] It’s a new day in public policy ad- challenges do not stop at America’s All this progress has been remark- vocacy in this country. A democratized borders, the NAM is engaging world able. But all these accomplishments are marketplace of ideas—unlike anything leaders and forging new partnerships just the beginning. And all we can still we’ve ever seen—has replaced the around the globe, thoughtfully, stra- achieve stretches beyond the horizon. institutions, which have traditionally tegically and always focused on our Now, we gather this afternoon at a set the agendas, guided the debates and mission. time of reflection and renewal—in a informed decisions. At the same time, Because of our own government’s moment of progress and possibility; of the NAM has evolved, innovated and overreach, we established—one year challenge as well as opportunity; at a changed for the times—just like the ago this month—the Manufacturers’ time just a few weeks before Election storied companies of our association. Center for Legal Action to lead the Day, when we will choose congressio- We’ve bolstered the organization fight in the courts to restore balance in nal leaders for the next two years. across the board to adapt for, address a regulatory environment that weighs This will be no surprise to any of and thrive in this new reality where disproportionately on the manufactur- you in this room: An August Wall public opinion is key. ing sector. Street Journal/NBC poll found declin- From stepped up public relations Ladies and gentlemen, let me be ing trust in both major political parties and communications, which maximize perfectly clear, the NAM achieved this and a growing pessimism about the data-driven new media solutions and progress because of you. We received future of this country. That poll found traditional forums, to expanded grass- financial investment, leadership, advice that 76 percent of adults lack confi- roots networks and coalitions; from and even boots on the ground from dence that their children’s generation increased personal involvement of our members to help make the dif- will have a better life than they do— NAM member leaders, including many ference. You cascaded action alerts to an all-time high. Some 71 percent of you, in telling the manufacturing your employees. You shared our videos think the country is on the wrong story, to impactful new research—the and social media with your contacts. track, and 60 percent believe the NAM has set the standard for compre- Thanks to you promoting and high- United States is in a state of decline. hensive issue advocacy campaigns that lighting our studies, they were even They neither have confidence in the leave nothing to chance. The reports more impactful. Our joint partnerships president—who has an approval rat- we conducted and released recently with associations like the Chamber, ing of just 40 percent— nor Congress.

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Just 31 percent have a favorable view all people to achieve more—not that to contribute. Our approach to infra- of Democrats in Congress and, shock- reduces us to be nothing more than structure must be recalibrated toward ingly, just 19 percent have a positive average. the future; our “all-of-the-above” view of Republicans in Congress. The type of leadership that brings energy policy must extend beyond Whatever happens in the election us progress—not that creates gridlock words and into action. We must mod- next month, it’s pretty safe to say the and, worst of all, divides our people ernize our workforce training system malaise will not dramatically improve, and turns us against ourselves. for the 21st century—to prepare our if at all. The gridlock and uncertainty Leadership that understands and people to excel in the global economy. are likely to remain in place. And the values American exceptionalism and And we must finally move forward on issues that are essential to preserving that sets goals and aligns policies that comprehensive immigration reform— manufacturing’s comeback—compre- preserve and perpetuate it, not only not only because it makes us more hensive tax and immigration reform, here but around the world. competitive, but also because it’s the regulatory reform, an “all-of-the- That is our unique opportunity, that right thing to do. above” energy policy, expanded trade is our responsibility, and that is what Free enterprise, competitiveness, opportunities, bolstered intellectual we must do: we must lead, and we must individual liberty and equal opportu- property protections, long-term infra- unite the nation. The gridlock will nity—these principles are a strategy for structure investments, tort reform and end—and we must be the catalyst for seizing what’s achievable and making education reform—will continue to be the change that is so imperative. business the business of America again. met with resistance, contention and Americans are ready to look to us to The present gridlock in Washington vitriolic partisanship. break the gridlock. To fill the vacuum and uncertainty around the country But the people of the United States of leadership. To provide solutions are the result of too many politicians— have never been content with being that spur innovation, bolster job cre- in both parties—who are willing to bystanders during history—we force ation and promote economic growth. allow these principles to diminish or to the winds of change. And the people Solutions grounded on four unifying erode. And that gridlock and uncer- of the United States have not lost principles that fueled manufacturing’s tainty are the consequence of failures our spirit to lead the world. It’s in our rise in the United States and that have to support and to cultivate Republican DNA, it’s who we are, and it’s who we made our country the greatest in the and Democratic candidates who em- aspire to be. history of the world: free enterprise, brace free enterprise, competitiveness, The American people are, indeed, competitiveness, individual liberty and individual liberty and equal opportu- ready to rally again—to claim and to equal opportunity. nity as a governing philosophy. secure for their children and future Free enterprise—the vitality of pure It’s time—well past time—to get generations the American Dream: a market forces that drive innovation and Washington working again. And these tomorrow that is always better than growth in the private sector. principles chart the course. They align today. A dream that emboldened Competitiveness—the pragmatic with the values and beliefs of the our founders to risk their lives for policies that enable our businesses to majority of the American people—be- independence and inspired them to increase investment, expand markets cause these ideals are written into our craft words and ideals that animate a and succeed in the global economy. founding documents, they are etched nation that is the envy of the world. A Individual liberty—the creativity into our past, and they are woven dream that drove men and women not and entrepreneurship unleashed by throughout our history. They’ll help only to risk their lives abroad, but also protecting, defending and, yes, advanc- us win elections and secure sound and to create an “Arsenal of Democracy” ing the basic freedoms enshrined in our wise policy that will ignite prosperity that saved a continent, secured liberty Constitution and Bill of Rights. and growth. and ended a global war. A dream that Equal opportunity—the fundamen- Now, to advance this agenda, has attracted millions to our shores, tal belief that, given the chance, every America needs each of you in this who, in turn, built their future—and human being has the potential to prove room and all business leaders all across ours—here, right here. they can contribute to the success of the country to engage, to educate and America is not lacking belief in that our enterprises, our communities and to persuade. dream or in ourselves. America is not our nation. And thanks to the great work of you lacking a will to work. The problem How do these principles apply to and other members around the coun- today is that America lacks leadership. a national policy agenda? Well, our try, the NAM is showing the way. The type of leadership that wel- taxes must be more competitive; our In terms of election engagement, comes, encourages and promotes job regulations must be more transparent, the NAM has expanded our programs creation—not rhetoric that dispar- consistent, balanced and fair. We must at every level—to help break the ages the motives and patriotism of the remove taxes and modify regulations gridlock and turn out manufacturing people who create those jobs. and change laws that get in the way of voters. We’ve built a broad coalition The type of leadership that inspires our people maximizing their potential of national, state and local partners

CICERO 2015 14 CICERO SPEECHWRITING AWARDS and allies to host employee registration But let me be clear. Nonpartisanship But seriously, we need to engage drives. We’ve spearheaded get-out- does not mean that we will not take members of Congress in their districts, the-vote efforts during the most recent sides. When a party supports policies on the shop floors, in labs, in offices and primary season—and we will have that could exacerbate the effects of in plants—so they can see the true value efforts in Colorado, Iowa, Kentucky the world’s highest corporate tax rate, business brings to their constituents. and North Carolina this fall. Our like the Administration’s piecemeal tax And the business community needs travel teams will head to those states, to measures, endangering the livelihoods to speak with one voice— across in- visit NAM members and canvass with of families in the United States, we will dustries—for a common agenda. The voter guides and election materials. In respond. And we have. ultimate goal—growth—will benefit addition, we’ve organized nonpartisan Let me be clear about something all of us, increasing demand for our forums around the country to educate else as well. We need someone at 1600 products and allowing companies and manufacturing voters and increase Pennsylvania Avenue who will not seize the people of this nation to prosper for our impact in the elections. And our upon issues, like inversions, to score generations. online Election Center has become the political points. We need a president, And above all, we need manufactur- one-stop resource for manufacturers— whoever he or she is, to stand up for ing voters to vote. Think about this: employers and employees—for custom- American businesses and provide the Of 123 million eligible voters in the ized election information, for how-to leadership to attract headquarters to 25 states that held primary elections guides on building effective and legally our shores—rather than using his or in 2014, only 18 million cast a ballot. sound get-out-the-vote strategies and her office to demonize business and So, since 90 percent of congressional for priority issue education. job creators. A president who is willing districts are not competitive thanks to And the NAM has taken the to provide the leadership to make our radical gerrymandering, that means engagement discussion outside of tax code more competitive and reform that a little more than 14 percent— Washington—and to our members our regulatory framework—in order the people who tend to be the most with our new “Leadership Engagement to attract corporate investment to our extreme partisans—are deciding the Series.” Through this dialogue, we’re country. Anything less than that is a outcomes of elections. challenging more executives—hun- total failure of leadership. It’s no wonder that we have gridlock dreds of executives— to get involved We need pro-business Democrats, in this town. From a purely reelec- in the political process personally and particularly in congressional districts tion standpoint, there’s no benefit to to encourage their employees to cast that vote uniformly democratic, as well working together. There’s no benefit to their ballots. We’re harnessing the as pro-business Republicans. We need actually finding solutions. insight and experience of our board to nominees in both parties who advance But imagine this: 17 million voters convince their peers all throughout the commonsense solutions. whose jobs depend on the success of supply chain about the importance of And, my friends, if we are to suc- manufacturing, 17 million voters head- reaching out to their representatives— ceed, we must also be smarter about ing to the polls. And suddenly, we have to not give in to, or give up on, Wash- how we engage in the political pro- a new electorate, one that secures com- ington, but to move it in the direction cess. Duplication and competition for mitments from candidates to support that we need. resources is just plain foolish. Resources policies that increase growth, invest- The political system we seek and all must be committed to where they are ment and opportunity. And then we Americans deserve requires something needed most. Engagement in primary have a new day in politics—a rising sun more fundamental, however. The busi- elections is absolutely critical; other- on an America that works again. ness community—the business commu- wise, we allow the extremes, in both Ladies and gentlemen, these are nity as a whole—needs a tactical shift. parties, to decide who wins and who our ideas for progress. These are our In addition to embracing the right loses. ideas to end the gridlock, to enact the values, we need to be nonpartisan and We have to help a new generation right policies and to strengthen our be deliberate about how we engage of leaders emerge—people who know nation. These are the ideas to reignite lawmakers in not only general elections how to create jobs and grow a busi- that beacon of hope, of optimism and but primary elections as well. ness. We’re just about ready to turn of opportunity that has always lit our And in terms of nonpartisanship, the corner to the 2016 election. And path forward. These are our ideas to while Republicans have put forward you know, I’ve been thinking: what guarantee American exceptionalism. laudatory tax and regulatory reform better place, than right here, to float In this new journey, in this vital ideas and moved them, we must an idea as good as this one? I’ll bet charge and in this challenge for the acknowledge that Democrats have we could put together a really strong future of our nation, your advice, your championed Ex-Im Bank reauthoriza- finance committee for a guy named counsel and your involvement are es- tion, bipartisan deals on transportation Doug Oberhelman. So what do you sential—to refine the NAM’s strategy, and waterway infrastructure funding think, Doug? Are you ready to enter our tactics and our ideas. But, at the and workforce development. the arena? end of the day, we must act.

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Washington will not change unless changes in the right direction—in the Manufacturers do not falter at a we change it. direction of free enterprise, competi- time of challenges. We meet them— America is at a turning point. Our tiveness, individual liberty and equal and we overcome them. leadership in the world is no longer opportunity—or whether we will allow Manufacturers do not shun leader- certain. The American people are others to determine our future. ship. Manufacturers lead, always have. frustrated—and ready for change. The Manufacturers do not let others And, you know what, we will again. only choice is whether to drive those craft solutions. We create them. WINNER: MEDIA “Fan into Flame Your Writing Gift”

Written and delivered by Judith E. Ingram, Author, Delivered to the Siskiyou Writers Club, A Devotional Walk with Forgiveness Yreka, Calif., June 26, 2014

ood evening! I’m so happy to be words before we forget them. Principle 2: Use Your Own Voice. Ghere with you! Thank you for in- By “fanning your gift into flame,” Now that you know who you are, viting me to come and share my expe- I mean to recognize and value your write out of who you are. Speak your rience as a writer and being published. specialness as a writer and to diligently truth into the world, whether or not I believe that as writers, we have pursue the course that your gift lays you think the world wants to hear it. been gifted in two ways: We see visions, out for you. I suggest four principles to The angel you see in the marble isn’t and we feel motivated to share our vi- help you do this. going to be the same one that Ste- sions with others. Principle 1: Know Who You Are. phen King sees, or Ann Rice or Nora The 16th-century artist Michelan- This sounds simple, but it’s not. The Roberts. Ask yourself, What especially gelo once wrote: “Every block of stone fiction writers among us are probably qualifies ME to write about this? has a statue inside it and it is the task familiar with doing character profiles, Consider your personal his- of the sculptor to discover it.” He also filling out those long questionnaires for tory—traumas, problems that you’ve said, “I saw the angel in the marble each major character in your novel. overcome or felt defeated by, external and carved until I set him free.” The exercise makes you decide about forces that have shaped you, perhaps a Your gift as a writer is to see the things like age, eye color, personality teacher, a mentor, an abusive parent, a angel in the marble and then to search type, strengths and weaknesses, phobias loving neighbor. Maybe your parents for just the right words to help others and quirks. divorced or you suffered illness as a to see what you see. I suggest that before you sit down child. This gift holds true across all genres. to write, you do a character profile on If others have written about your It’s true whether your intent is to enter- yourself. Ask yourself the tough ques- subject, what makes your perspective, tain, to instruct, or to encourage. tions: your “truth,” fresh and different? This As writers we are driven to discover • What do you really believe? What is important not only for marketing but the truth that is hidden from others, to doubts do you have? also to give your voice authenticity and make connections that others miss, and • What are you angry about? What authority. When others see what you to look for patterns and archetypes in are you afraid of ? see, they will take it seriously. They will everyday events and relationships. • If you were put in charge of the believe you. We hone our skills by taking writ- universe, what are the first three things Principle 3: Find Joy in Your Writ- ing classes. We practice story arcs and you would change? ing. perfect our grammar. We might labor • What sort of people do you dislike Find your “sweet spot,” and write for days over a couple of paragraphs, and why? for your own pleasure. and we submit our work to critique • What is your favorite kind of book Who remembers the movie, groups—all because we want to express to read when no one is looking? Would Chariots of Fire? It’s the story of two our vision as effectively, as accurately, you like to write a book like that? runners who competed in the 1924 and as persuasively as we can. • What questions do you long to Olympic Games. Harold Abrahams Not everyone can do this. Not have answered? Chances are your was a British Jew whose running was everyone wants to do this! The writer’s readers are looking for answers to those motivated by an angry determination gift—some might call it a curse!—can same questions. to fight prejudice. Eric Liddell was drive us out of bed in the middle of the Be as honest and thorough as you a Scottish Christian who ran for the night to set down that perfect string of can be in this self-assessment. sheer pleasure of doing something

CICERO 2015 16 CICERO SPEECHWRITING AWARDS that he felt he was created to do. Both on forgiveness. The book describes nections between biblical truths and men were skilled, both were gifted, yet what forgiveness is, why we all need it, forgiveness. I drew on my personal ex- only one of them seemed to enjoy his and how we can begin to practice it. perience in recovering from abuse, and giftedness. I became interested in forgive- I wrote out of the hope I had found in How about you? Do you enjoy your ness while I was getting my master’s my faith. giftedness? Do you get into that groove degree in counseling. I’d had a difficult The writing felt solid to me. I can when writing is sheer pleasure? If not, childhood—I was abused physically, say with confidence that I believe every perhaps you are not yet writing out of sexually, and emotionally by both my word I wrote. your own truth, or the genre you’ve parents. I spent nine years in therapy, From start to finish, this book took chosen isn’t a good fit for you right and I knew it was important to let me fourteen months to complete. I fin- now. Do some exploring. Rediscover go of my anger and resentment, but ished in December, and by February a the joy of doing the work that your I did not know how to do that. So I publisher asked to read my manuscript. heart and mind were uniquely created researched forgiveness and wrote my By March I had a contract. The whole to do. master’s thesis on the clinical use of process felt quite miraculous! Authentic joy in your work gives you forgiveness in treating adult survivors In the process of writing, I discov- emotional confidence. It also infuses of childhood abuse, like myself. ered that sweet spot, the joy of making your writing with energy that will reso- My treatment model won the Out- connections, of seeing the angel in the nate with your readers. standing Graduate Thesis award, and marble and working to set her free. Principle 4: Stand Behind Your I thought, There’s a book here! I could I also discovered a joy that I had not Work. write a book for counselors to use with anticipated. Believe in your work more than any- clients, and I’ll make big bucks! I’ve had the privilege of speaking one else does, more than your mother For the next ten years I toyed with about forgiveness and leading classes does or your agent. If you have applied the idea. I’d write a chapter, do a little through my book. I remember my first yourself to Principles 1, 2 and 3, then more research, then throw it all away book-signing event at a little boutique you can trust that you have produced and start over. in Danville, CA. I spoke for about a work of integrity. The word “integ- My problem was this: I wasn’t using twenty minutes about my personal rity” comes from the same Latin root my own voice. I was focused on writing testimony and how I came to write the as “integer” and implies wholeness or a book that counselors would buy. I book. Afterward, they set me up in a completeness. Writing with integrity was looking for their approval instead cozy little room where women could gives you a sure-footedness that helps of creating a work I could stand be- come and sit next to me on the sofa, you to overcome timidity. You can hind. In effect, I was using their voice and I could sign their books. Each market your work with confidence and instead of my own. And so my work one who came wanted to tell me her learn to speak about yourself and your was unfocused and stymied. story. In fact, every time I’ve given my work without apology. In my uncertainty, I debated with testimony, at least one person has come Writing with integrity also changes myself about whether I should write up to me afterward and said something your definition of success. If you’ve from a secular or a Christian perspec- like, “I couldn’t believe it. Your story is done what we’ve talked about, that is, tive. I knew my beliefs were Christian, just like mine. And if you can talk that written with authenticity and the au- but I was afraid that if I wrote from a way about forgiving after what you’ve thority of your own truth, and infused Christian perspective, non-Christians been through, it gives me hope that I your work with the joy of knowing that couldn’t use the work. On the other can, too.” you are doing the work you were cre- hand, if I wrote from a strictly secu- There is joy in knowing that your ated to do, then you can count yourself lar point of view, the work would feel words can touch someone’s life in a successful, before the first copy of your inauthentic and incomplete. meaningful and positive way. Whether book is sold and without comparing The turning point for me was to your words are spoken or written on a yourself to other authors and their realize that I was paralyzed by my page or digitized in cyberspace, your successes. own fear. I was terrified to go public message—the expression of your vi- To sum up, there are four principles with my faith, to be transparent in my sion, your truth—makes a difference. that can help you to “fan into flame writing. I was afraid that people whom People are hungry, and they read to be your writing gift.” They are (1) Know I respected would scorn or dismiss me. satisfied. Who You Are, (2) Use Your Own I was afraid that people would look at Which brings me to my final point: Voice, (3) Find Joy in Your Writing, and my imperfect life and accuse me of be- Don’t take it personally if people don’t (4) Stand Behind Your Work. ing a fraud—Who does she think she is like what you’ve written. Your job is I’d like to take the next few minutes to write about this? to write your vision, your truth, as to share with you the role these princi- Once I faced my fear, I knew exactly clearly and as authentically as you can, ples played in my having my first book what kind of book I needed to write. I whether you write fiction or nonfic- published. This was a nonfiction book got out my Bible and looked for con- tion. You cannot control your reader’s

VSOTD.COM 17 reaction to what you write. I know that behind your work. Be willing to talk writes, “The marble not yet carved can some people are ready to learn about about it, blog about it, promote it. hold the form of every thought the forgiveness, and others are far from it. Boldly offer your vision to the world in greatest artist has.” To each of you—I That’s not my call. a voice that only you can speak. wish you the joy and success of releas- My advice to you as writers is to I’d like to close with one last quote ing the angel that you see! write from your heart and then stand from our friend, Michelangelo. He Thank you. WINNER: PHARMACEUTICAL “Silver Bullet Playbook: Rewarding Excellence in Clinical Trials”

By John Santoro for Freda Lewis-Hall, MD, Delivered in San Diego, Calif., Executive Vice President and Chief Medical Officer, Pfizer Inc. June 17, 2014

o here’s a question. How many of The process of getting a new medi- If you want to start a hospital, you Syou watch the reality show Shark cine or vaccine proven safe and effec- just can’t declare yourself a hospital. Tank? tive is daunting. The decision to move You need to be licensed, and further, (WAIT FOR AUDIENCE RE- ahead to widespread clinical trials of you’ll want to be accredited by an or- SPONSE) a proposed therapy is one of the most ganization like the Joint Commission. If you’re familiar with the program, difficult and closely followed decisions That accreditation opens doors. It you know how The Sharks—a col- companies like mine have to make. tells people you are committed to cer- lective of American venture capital- What we call Phase 3 clinical tri- tain agreed-upon standards of quality. ists—probe even the simplest business als—testing a proposed therapy in It shows that you are willing to undergo propositions. sufficient numbers of human volun- rigorous review by a knowledgeable, Now, imagine that we, in the phar- teers—are often long, complex and independent third party to make sure maceuticals business, were presenting expensive—and is arguably the most that you are achieving those standards. to them. On air. difficult R&D process outside of space It also makes it clear that this rigor- We’d come out in our best business travel. ous review of your operations isn’t a clothes and with our best sales pitch. (SHORT PAUSE) one-off event—that every three years, “We have a potential new therapy Now, imagine that we could take you’ll have to prove again that you are for cancer.” one step to speed up that daunting meeting the standards of excellence. The eyes of The Sharks light up! clinical trial process. One tangible step, Another example. If you want to “It will take us 10 to 15 years to one action within our grasp, right now. start a college, well, you can declare prove that our therapy is safe and ef- Imagine that step is as common- yourself a college, but realistically, fective.” sense as focusing recognition and you’re going to need accreditation to Their eyes go wide, and then, get rewards on the independent clinical attract faculty and students. narrow. trial investigators who do clinical trials You’re going to have to put your “And there’s a possibility that that right, that is, to commonly accepted college through an accepted process our idea will fail in the last stages of standards of excellence. of validation that will cover everything testing.” If we could do that, then drug from your institutional mission to the You see the veins starting to bulge in developers could put more compounds quality of the courses you offer. That their necks. into clinical trials. More input generally validation will be done by your knowl- “Oh, and we may need about two means more output—more in the way edgeable peers. billion of your dollars to develop it.” of high-value new therapies. We call for accreditation for many It’s there that the show has to go to In order to provide the right recog- institutions that touch our lives, and commercial, as The Sharks run you off nition and rewards for excellence in even our wallets. the set! clinical trials, we have to think through I work for Pfizer, a publicly held (SHORT PAUSE) what excellence looks like. corporation. Every year, our financial We in biopharmaceuticals have one How do we know that a clinical trial systems are reviewed by independent of the most challenging business mod- site is “excellent”? auditors to make sure that we can accu- els in industry. I submit that we approach this ques- rately report our sales, profits, costs, and It’s the perfect storm of all things tion the same way we approach our other elements of our financial picture. difficult and expensive: a high-risk, thinking about excellence in many other This process of validating our high-investment, long-lead-time model. important institutions in our lives. financial results is so important that

CICERO 2015 18 CICERO SPEECHWRITING AWARDS our shareholders get to vote every year One of the alarming realities of the groundwork for a new approach to on which independent accounting firm current system is the turnover in the promote high, uniform standards in to hire. clinical research sites. the clinical trial process, for all the And the auditors in that firm—they For 70% of them, it’s “one and reasons I’ve just offered. too have to be certified as knowledge- done”—one clinical trial, and out. This groundwork is summarized able about financial systems and ca- That’s turnover you expect in the through SASI—the Site Accreditation pable of uncovering fraud and abuse. fast food business, not in biomedical and Standards Initiative—which you In all of these cases, certain research. are here to help build. standards are expected to be met. Think of it this way. Imagine you You bring us the global perspec- Accreditation helps to guarantee that own a major league baseball team. You tive, which is absolutely essential, they are met. invest in players, and further, you invest given that many more clinical trials I doubt any of us would go to an in a minor league system to develop are being done outside the United unaccredited hospital, enroll in unac- those players. States, and this trend is only going to credited university, or invest in a com- Then, when the players are finally accelerate. pany unwilling to hire a certified public ready, you bring them up to the majors. For one thing, we can’t do trials for accountant. Where 70% of them play one year, diseases of the developing world in the Accreditation means something. then quit. developed world… and for another, we It means a lot. It can be a reliable, Could you imagine what the quality want to diversify the base of patients confidence-building, positive force for of major league baseball would be if volunteering for clinical trials. evaluating an institution’s performance seven players out of ten quit after a For accreditation to work, it has to over time. It can help ensure that all year? work globally. It also has to work for the systems inside an organization are (SHORT PAUSE) sites big and small, because we need working in concert, as planned. So what does excellence look like? both, given the increasing demands of (SHORT PAUSE) It looks like accreditation. It looks biomedical research. With all this in mind, think of the like a well accepted, well understood We are not looking to shut sites out, clinical trial process as it stands today. approach to promoting and sustaining or to make the standards so overbear- It’s at the heart of biomedical innova- excellence in clinical trial sites. ing that only a few sites will seek ac- tion. It’s the way we prove that our This approach would include di- creditation. scientific theories work, and that our mensions we take for granted in other We want to find the right formula, medicines and vaccines are safe and areas of our lives. Uniform global the right balance. We want to accom- effective. standards. Independent, third-party ac- modate sites all over the world that are The clinical trial process we know creditation. And rewards and recogni- ready and willing to strive for consis- today came into being in the late tion geared to results. tent high quality. 1940s. Get the first two right—uniform Clinical site accreditation isn’t a By the mid-1960s, experts were global standards and independent third silver bullet, but it’s perhaps most already raising alarms that the process party accreditation, and I can almost important single step we can take, right was falling behind the pace of biomed- guarantee the third. now, to improve the speed, efficiency ical discovery. To paraphrase the famous line from and quality of clinical trials—and by Fast-forward a half century, and Field of Dreams, “Build it and they extension, drug development. things haven’t changed much. will come”…think “Build it—the high SASI is gaining momentum. Its first We can now submit our data elec- quality clinical site with verifiable stan- phase is complete. We have the founda- tronically rather than through a truck- dards—and we will pay”…with “we” tion in place. load of paper files, but our capacity to being the inventors of new medicines, Now we are launching the second execute clinical trials effectively is being diagnostics and devices. phase, starting here with you. Your stressed by the progress of biomedical Biomedical innovators would be thinking will shape the standards for innovation. wise to pay a premium to clinical sites personnel, facilities, management, in- It often takes years to recruit inves- that prove, time and again, consistent formation technology, quality, integrity tigators and patients. There’s tremen- excellence in their operations and and patient recruitment. dous duplication of effort, which, by reporting. That premium will be well SASI is now at what the ancient some estimates, wastes up to a third of worth it over the constant “re-inventing Greeks called, “The Kairos (KAI-rose) the investment in a clinical trial. of the wheel” approach we see now. Moment”—the most opportune mo- It’s no wonder that companies like So all this brings us to you… to this ment for action. Pfizer now steel ourselves for years of meeting…and to this moment. It’s the time when an opening ap- hard work—and perhaps a couple of The Alliance for Clinical Research pears, and when we have to capitalize billion dollars of investment—for each Excellence and Safety—what you on momentum if we are to achieve therapy we decide to take to Phase 3. know as “ACRES”—has done the success.

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This is that moment. It’s our moment. Late in 1944, delegates from 52 na- the world in roughly 24 hours, in rela- If we can push ahead, together, then tions gathered in Chicago to ratify the tive comfort, and in almost total safety. we can make real progress in speeding world’s first set of uniform standards I fully believe that ten years from up the flow of new therapies through for commercial aviation. now, we will view your conference the clinical trials. These delegates had worked in same importance we accord to those We’ll have a system that makes teams to determine how air travel delegates for helped forge the standards much better use of skills and knowl- could be made safe and efficient, every- for global air travel. edge of thousands of independent where. The stakes are just as high—if not investigators around the world, and a Even though World War Two was higher. system that honors the volunteers at still raging, it was clear that when the The global age wave brings us the heart of biomedical research. fighting stopped, the age of civilian air devastating diseases to conquer, most We will be able to cut into the travel would begin. notably, Alzheimer’s, a disease that estimated 30 percent of our investment Just about everything we take for will bring us to our knees, if we don’t that is simply flushed away in duplica- granted today, from the standards for intercept it soon. tion and waste. pilots to the layouts of airports—were To fully meet the challenges ahead, We will have a system that acceler- finalized by the participants in that and to open the doors to new golden ates the time needed for executing a meeting, 70 years ago. age of medicine, we need all of you to high-quality trial, and that brings more Today, because of its high standards, go “all in” on SASI. medicines, and safer medicines, to air travel is the safest way to travel in Your work this week, and in the more patients, more quickly. the world. months to come, is worth every ounce All this starts now, and all of it starts You have a much greater chance of of your wisdom and energy. with you. It’s a huge mandate, but to getting killed on the roads to and from Together, you can help pave the way quote another famous line: “Failure is your airport—than you do during air for a new golden era of medicine, one not an option.” travel itself. without precedent in history. (SHORT PAUSE) The system ratified by the delegates Go forward and seize the moment. In closing, let me compare what at the Chicago Convention of 1944 has It’s yours to take, to the benefit of all you are doing at this meeting with the proven to be durable and effective. humanity. accomplishments noted at another Thanks to their foresight, you can Thank you. meeting nearly 70 years ago. travel from this room to anywhere in WINNER: SERVICE INDUSTRY “Change the Status Quo”

By Teresa Zumwald for Chad Delligatti, Delivered at Contact Center & Customer Care Industry President, InnoSource Professional Network Event, Columbus, Ohio, May 7, 2014

ere’s to the crazy ones. A TV commercial helped Steve Jobs or service center; customer experience “H “The round pegs in the launch one of the greatest turnarounds team or customer service team; help square holes. in business history. desk or technical support group. “The ones who see things differently. This commercial began by salut- What is this so-called universal chal- “They’re not fond of rules. And ing a long line of revolutionaries—the lenge we face? they have no respect for the status quo. “crazy ones” like Albert Einstein. Dr. You know it because you’ve com- “And while some may see them as Martin Luther King Jr. And Amelia plained about it. You’ve suffered through the crazy ones, we see genius. Earhart. it. And you’re still frustrated by it. “Because the people who are crazy People who changed the world. It’s called high turnover. And it’s enough to think they can change the everywhere! world, are the ones who do.” *** No service center is really immune from the headache—and the heart- *** Think different. I believe that’s exactly ache—of high turnover. Every day I what our industry needs to do—think talk to managers around the country, I bet every person in this room recog- different—about a universal challenge and here’s what they say: nizes these words from Apple’s 1997 ad- we all face, whether we’re a call center, • “Three people quit even before vertising campaign, “Think different.” contact center, order processing center they finished training.”

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• “Jessie was a no-call, no-show. • If you’re in HR, you’re busy keep- ity testing and in-depth behavioral What do we do about that?” ing your service center staffed. But interviewing. • “Kevin’s leaving for someplace you’re also hiring for executive posi- Screening like this can help predict else paying 50 cents more an hour.” tions, administering benefits, mediat- whether there’s a really good match • “Josh seemed so great when we ing employment issues and launching between a service center and a can- hired him. But boy, were we wrong.” corporate initiatives. didate, long before the employee’s on Hiring the wrong person is the root So it’s easy to feel overwhelmed. the job. cause of high turnover. It causes us And to dismiss high turnover as a But first things first. embarrassment. Frustration. Lots of problem without a solution. Before InnoSource helped that com- time. And way too much money. But here’s the reality: pany screen at this level, we had manag- Across our industry, turnover can You can change the status quo. ers determine exactly what made their be as high as 50 percent a year. And if That’s exactly what we told an in- company a unique place to work. you’re in collections, sales or outbound bound service center right here in Co- They dug deep, answering ques- telemarketing, turnover can be as high lumbus—with 90 percent turnover a tions like: as 100 percent—or more—a year. year—while its employees were among • What is our culture? I don’t need to tell each of you what the highest paid in our region. • What does our work environment happens when turnover’s high. You Think about that for a minute. look like? already know. High turnover—with highly paid • What are the policies and proce- It drains your team’s morale, your employees? dures we live by? center’s productivity and your supervi- Clearly it wasn’t about the money! • What are our management phi- sors’ time. It forces you to spend more There were lots of problems: losophies? money on advertising, interviewing, • Different managers were using Managers also had to agree on the onboarding and training. It corrupts different hiring criteria—so hiring was requirements for each open position. your institutional memory of best prac- inconsistent. So we asked more questions, like: tices and lessons learned. It damages the • People’s skills didn’t match their • What are the expectations for this customer experience, so you lose sales. roles—so they were failing miserably. position? And it puts your service center at risk for • It was taking 12 weeks to get • What software must people use? being shut down—and sent offshore. a new employee on board—so the • What education is required? But here’s the real problem with best candidates accepted other jobs, • What work history is expected? high turnover: It’s been so prevalent because they just couldn’t wait any • What are the opportunities to for so long, we not only expect it. But longer. advance? we accept it. This company was doing what so • What are the shift hours? I hear service center managers say, many others find themselves doing: • And is the schedule flexible? “High turnover goes with the terri- going through the motions, hiring a We even asked this question: What tory.” Or, “We’ve tried; there’s nothing dozen people right out of college or are the characteristics of a successful you can do about it.” And, “It’s the long out of work, hoping and praying employee based on what we already reality—the way it’s always been.” one or two will “stick.” know about our top performers? How sad is this? Something had to give. For example: What do we expect for Why do we—as supervisors, hir- So instead of throwing money at their cognitive ability? Their reliabil- ing managers, HR directors and vice more technology or more training, ity? Their personality traits? presidents—just accept it as “a fact company managers did one simple Here’s one thing we learned: Agents of life” that our service centers will thing. helping the internal sales team needed always have high turnover? They changed the way they hired. one set of skills and personality traits, Why do we tolerate the status quo They decided to start really screen- while agents helping customers needed as a given? A truth? An absolute? ing people—at many different levels— a completely different set of skills and Why do we get complacent rather to find the right person for each open personality traits. than take the time to figure out a bet- position. Most service centers don’t Only after we understood ex- ter way? screen at many different levels (but they actly what made this service center There are plenty of reasons, and should!) since 60 percent of all turn- unique—and all the expectations for they’re all very real. over happens in the first six months. each open position—did we proceed • If you’re leading a service center, Really great screening goes way with resume screenings, telephone your time’s already consumed with beyond background checks, reference screenings, customized skills tests and managing people, balancing a shrink- checks and drug screenings—although very specific behavioral interviews ing budget and deciphering the latest these are still very important. based on everything we’d learned. technology, metrics, rankings and I’m talking about other things like What made this hiring process so analytics. position profiling, skills and personal- successful?

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Active custom searches and active At InnoSource, we see it over and we’d spend 400 hours on cleaning up custom matches. Of every 10 hires, over again, every single day: The our mistake and that time I wouldn’t eight came from the employed work- more screening you do, the more have.” force. Not from a “bench.” Not from a likely you are to hire right—and re- “database.” And not from a “pool” of duce turnover. And reducing turnover *** candidates. improves the customer experience. Make no mistake: The right screen- So think different! You have the power to change the ing process made all the difference! More training and more technolo- status quo. It helped us move candidates from gy won’t solve your turnover problem. Steve Jobs did it in 1997 when he a firehose into a funnel, so company But the right hiring will. launched the famous turnaround of managers had to interview only the Can you imagine the possibilities Apple. ones most likely to succeed in their for your service center if you changed He convinced us it was good to be environment. your hiring process? If people were a little crazy. To see things differently. We helped this company find high- screened ahead of time so you only Throw out the rules. And forget the quality employees with long-term had to interview the very best candi- status quo. career aspirations—people ready to dates? He convinced us that change is thrive in that culture—not just “warm And if you hired right the first good because it pushes the human bodies” needing a job. time, how would that change the race forward. And it worked. Employees were customer experience? How many I believe if we have any hope of hired within three or four weeks more customers could you retain? moving our service centers forward— instead of 12. Turnover declined from How much more revenue could you from good to great—we must change 90 percent to 10 percent. Managers generate? the way we hire our people. finally had the right employees in the We can learn a lesson from Alfred Some might think it’s crazy. But right roles—being responsible, taking Sloan, the former General Motors others will see genius. ownership and solving problems—so CEO, who once told management What will you see? morale increased. And because calls consultant Peter Drucker why he But more importantly—what will were addressed quickly, customer spent so much time on entry-level new you do? experience improved. hires. Will you think different? Mr. Sloan said to Mr. Drucker: “If Will you be someone crazy enough *** we didn’t spend four hours on placing to change your world? (someone) and placing (them) right, WINNER: CONTROVERSIAL OR HIGHLY POLITICIZED TOPIC “Rap on Trial”

By Barbara Seymour Giordano for Charis Kubrin, Delivered as a TEDx Talk, Professor of Criminology, Law and Society, U.C. Irvine Sept. 20, 2014

ave you ever been given a set of So as soon as I received the evi- IS NOT A JOKE! Hfacts, and based on that evidence, dence, I immediately got to work. Now, OK, admittedly these words sitting come to a conclusion that made you the entire case came to trial as a result on the page all by their lonesome make believe you were absolutely right? of these 6 short lines of text—and it pretty darn easy to jump to a conclu- A few years back a defense attorney here’s how they read: sion about what this rapper was up to, contacted me to ask if I would be an glock to the head of right? And I’ve got to admit that when expert witness in a case involving an SEND $2 to . . . . paypal account I read these words for the first time, aspiring rapper who had been charged if this account doesn’t reach even my gut reaction was—this guy is with making a terrorist threat. This $50,000 in the next so guilty! would be my first official expert -wit 7 days then a murderous rampage But I knew from my years of re- ness case—so I jumped at the chance! similar to the search that you can’t pass judgment un- And as a Professor of Criminology as VT shooting will occur at another til all the evidence has been reviewed. well as a Rap Music Scholar… I could prestigious So I began by trying to figure out hardly wait to share my expertise. highly populated university. THIS how these words had landed in the

CICERO 2015 22 CICERO SPEECHWRITING AWARDS hands of theSouthern Illinois Univer- After careful review of these note- prosecution’s argument more persua- sity campus police. One day while on books I came to the conclusion that sive than my highly researched evi- patrol, the campus police spotted an Oduwole was unequivocally NOT a dence? abandoned car, searched it, and found terrorist. He was just a wanna-be rap- And then it dawned on me—while typical college student possessions per whose offensive and shocking lyrics I had presented the cold, hard facts... inside—along with a piece of paper were—out of a fear of terrorism—be- the prosecuting attorney dialed up the inconspicuously tucked between the ing completely misinterpreted. courtroom emotion and played to the driver’s seat and the center console. Trial day arrived and after months jury’s fears. At one point he actually On one side of the folded up paper of research on this case, I was ready slammed down Oduwole’s gun on the were the 6 lines of threatening text. to share my findings—that is, until I witness stand, leaned in close, stared And when you flipped the paper over, entered the courtroom and stood face me dead in the eye, and asked, “Now there were line after line of what ap- to face with an all-white, middle-aged does THIS GUN change your opinion peared to be rap lyrics—such as: jury. It was 2011... I could barely be- about what is written in the 6 lines of let them booty cheeks hop, so lieve my eyes. text?” Pop it mami pop it But despite the lack of diversity, I It was in that moment it became I’ma do it like this daddy was sure the evidence would prevail. clear how the prosecution swayed the follow that thang to da ground when So when I took the stand, I spent two jury—emotions trump logic every time. she drop it. hours educating the jury on the finer And the power of emotions lead me (Probably not a song destined for points of gangsta rap—for example, in to this question—would this case be the the top 40, right?) the rap world the more violent the lyr- same if the defendant was white? The minute I saw these rhyming ics, the more respect you’ll have in the I mean think about it — rap lyrics on the opposite side of the rap community. And the more misogy- STUDENT + WHITE MALE + threatening text—I had a sneaking nistic and violent your music? Well, RAP = WANNA BE RAPPER suspicion that this college student was the more songs you’ll sell. Considering But if you add GUN to the equa- not a plotting terrorist, but most likely the business, it was no surprise that tion, well… that white student has lost an aspiring gangsta rapper. Oduwole’s lyrics portrayed a violent his way, and needs counseling. However, that’s not how the po- persona and the glorification of guns— On the other hand, if you swap out lice saw it…these 6 lines of text were both of which are staples of gangsta black male for white it adds up to this: enough evidence to get a search war- rap. STUDENT + BLACK MALE + rant, and comb through the defendant, I also pointed out that not all lyrics RAP = HEADED FOR TROUBLE. Olutosin Oduwole’s, campus apart- rhyme or flow—and that the 6 lines And if you add GUN, well….then ment. Inside they found several other of text that the prosecution had rested he’s certainly = A THUG, DES- notebooks filled with his violent and their case on could be what’s referred TINED FOR PRISON. misogynistic rap lyrics and… a hand- to in the music business as an “Intro or It’s been three years since I testified gun. Outro”—or unrhymed spoken words in the Oduwole case—and since then As a result, the police charged that either introduce or conclude a I’ve wondered...is he the only aspiring Oduwole—a college student with no song to give it more edge or make it rapper this has happened to? prior convictions—with attempting to more memorable. Knowing the system failed this communicate a terrorist threat. While In my professional opinion, the 6 young man and sent him to prison for Oduwole admitted to the gun posses- lines of text were most likely ideas or terrorism troubled me to the core— sion charges, he adamantly denied he concepts for a song, or... were the Intro and thankfully, I was not alone. was a terrorist planning to carry out or Outro to a song—not a terrorist The verdict drew widespread acts of violence. Oduwole stood by his threat. scrutiny from first amendment rights’ story that the text was simply notes for When I left the stand I was com- attorneys, journalists, musicians, and a new rap song. pletely confident that I’d gotten all my academics alike. There were op-eds In preparation for testifying, I re- points across and compellingly deliv- featuring this case, including several by viewed hundreds of pages of evidence ered my ideas. an assistant professor at the University from Oduwole’s notebooks -- And in just three short hours—the of Richmond who specializes in rap As I painstakingly analyzed the verdict. Guilty. and hip hop culture. notebook evidence line by line wading Oduwole was sentenced to 5 years Within short order this professor through stanza after stanza of misogy- and immediately whisked away to and I joined forces and discovered that nistic and violent lyrics, I would land prison. rap lyrics are showing up with alarm- upon an occasional random page— I was completely stunned. How was ing regularity as evidence in court- notes from class, a letter to a girl, and the jury unable see the truth? rooms across the country—in fact, our the terms of the rap contract Oduwole For weeks I replayed the case over research has uncovered hundreds of one day dreamed of landing. and over in my mind—how was the these cases.

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And what’s so crazy is that it’s virtu- the lyrics themselves are the crime— both types of music—country is made ally unheard of for musicians outside being positioned as an imminent by good-old southern white boys while of rap to have their lyrics introduced danger to the public. But no matter the rap is made by urban black criminals. as evidence against them in court—not prosecution’s tactics, introducing lyrics So essentially what happens is… by for rock, not for punk, not EVEN for as evidence in court...almost always the prosecution playing with the jury’s heavy metal. results in unfair prejudice. preconceived notions about rap music, Over the last year my colleague Unfortunately, this fact isn’t always they also tap into race—which ratch- and I have publicized our research clear to judges and juries — ets up public fear and reinforces old findings—and just last month, we In case after case, the results have and new stereotypes about young men wrote a brief to educate the Justices been devastating for the accused—de- of color as inherently dangerous and about gangsta rap for a rap lyrics case fendants have been found guilty and threatening. that will soon be heard by the U.S. sent off to prison. Which leads me to this — Supreme Court. But why? Are these increases in rap trials just In all our work, we argue that rather In an experimental study, a social another sign that racism in this country than treat rap music as an art form, psychologist presented two groups of is alive and well? And how many more in these cases prosecutors portray rap diverse subjects with an identical set of false convictions and acts of violence— lyrics as autobiographical—in other violent lyrics. against our own people—will it take words, they want the jury to believe The first group was told the lyrics before we say... enough? that these rappers are just sharing the came from a rap song, and the sec- For me the tipping point will arrive stories of their lives. ond... from a country song. when we admit as a country that we’re The trouble with labeling rap as What was discovered was the first still playing out old racial stereotypes. autobiographical is that the characters group—who was told they had rap Then—and only then—is when we’ll being portrayed in rap music are often lyrics—found the words to be more begin to heal from our collective and nothing like the actual artists. threatening and dangerous... compared historical wounds. We have to remem- Seriously, if rappers were guilty of to the group who was told they had ber—and never lose sight of the the even the tiniest fraction of violence country. fact—that our nation and its people are they project in their music, well, we’d Even though the lyrics on the page one; indivisible, with liberty and justice all be in really big trouble. were exactly the same, each group for all. And in some cases like Oduwole’s, likely had preconceived ideas about

WINNER: DIVERSITY “The Hispanic Contribution to Oregon: A Story”

By Roy Kaufmann for John A. Kitzhaber, Delivered at the Hispanic Metropolitan Chamber Governor, Oregon Annual Dinner, Portland, Ore., Sept. 4, 2014

ood evening. man, Santiago, had been afforded an and each appeal was denied. In the G [pause] attorney, but one that hadn’t informed meantime, he learned English. He Shortly after New Year’s Day in Santiago of his rights. He had been earned his G.E.D. He He sang in the 1991—some of you remember then; afforded an interpreter for his trial, but church choir. He won a prison poetry some of you, it appears, were busy Santiago spoke no English and very competition. being born—a young Mexican im- little Spanish. With the help of some concerned migrant was freed from an Oregon Though he had come to America citizens, and the attention of a young prison where he had been held for from Mexico, Santiago was Mixtec reporter at The Oregonian, Santiago’s nearly five years. Indian; he spoke Mixteco, a not- story spread. Sentenced to 10 years to life in insignificant detail, which explained Nearly four years after going to prison for a murder he allegedly com- why the only words he uttered during prison, he was granted a post-convic- mitted in 1986, his trial had lasted just his entire trial were his screams of tion relief hearing. And the attorney 10 days. Many of the jurors expressed “!No es posible!” after his verdict was who represented him, and ultimately regrets and doubts almost immediately announced. provided the expert testimony that gave after the trial concluded. So, Santiago continued to plead Santiago back his freedom, that attor- You see, it turned out that the young his innocence from his prison cell, ney’s life changed forever, as well.

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The case revealed serious shortcom- Hispanic community has made to the leaving more money in Oregonians’ ings in our state’s judicial system, espe- state of Oregon, let us remember that pockets to spend on other needs; cially in the handling of non-English contributions come in many forms. - And, we’ve focused on more ways speakers. It changed how Oregon as- Some are easily quantifiable; others to support Oregon’s small businesses sessed, certified and assigned interpret- are not. Some are small; others are and entrepreneurs, because small busi- ers. And it changed the lives of not just bigger than we can imagine. But every nesses are the lifeblood of our state. the exonerated man and his attorney, contribution—from opening a new Over the next four years, we’ll have but of countless others. business to changing a law; from giving even more work to get done. We’ll need That attorney would go on to a scholarship to revealing a prejudice; to recruit, retain and nurture more become the first Hispanic American every contribution matters. teachers, especially minority teachers. elected to statewide office in Oregon, One of my favorite things about the We’ll need to tap into the creativity and the first Hispanic American to serve Hispanic Metropolitan Chamber is its energy of every generation and every on the Oregon Supreme Court, and focus on paying it forward, on bend- community to find and develop new the first Hispanic American to serve as ing ears and twisting arms and raising sources of energy, new ways of devel- Chief Justice of the Oregon Supreme millions of dollars to help the next oping communities while protecting Court, the Honorable Paul de Muniz. generation go to college, prepare for our ancient resources. Santiago would go on to earn his their own prosperity, and build toward And the fact of the matter is, we can social work degree, fight for the rights a time when they will, in turn, pay only do it if the Hispanic communities of migrant farmworkers, and serve on it forward for the generation behind of Oregon—the fastest-growing seg- the Oregon Commission on Hispanic them. ment of our population—come to the Affairs. Santiago Ventura Morales. For the past three and a half years, table, fight for your interests, and help We’re fortunate to have both my administration has focused on us deliver on the promise of a better gentlemen with us this evening. Paul, where and how state government can Oregon for everyone, period. Santiago, please stand up so we can contribute to genuine, real, lasting I recently came across a wonderful acknowledge you. equity in Oregon. Spanish proverb: One can little doubt that the story - We’ve focused on the big pieces, “Una mano lava la otra, y ambas la could have ended very differently, were like increasing funding for education, cara.” it not for the actions taken by good highlighting the need for better early We can only achieve the goals we set people, like: learning, delivering increased grant if we work together. I ask you to help - Donna Spelack, who took up San- funding for community college, and me with the work ahead. tiago’s cause day and night; making full-day kindergarten available In closing, congratulations to all of - John Haviland and Lourdes Leon to every child in Oregon, starting in this evening’s award recipients. Thank at Reed College, who explained that in 2015. you to the Hispanic Metropolitan Mixtec culture, a young person would - We’ve identified and achieved Chamber, its tireless staff and dedicated avoid eye contact with elders, a gesture changes in areas like sentencing reform board members. Your work is always that might convey guilt in our culture, and access to drivers’ licenses, changes noticed and appreciated. and exactly what Santiago did when he that will make life safer for not just And a special thank you to one was arrested; Hispanic Oregonians, but for all Or- award recipient in particular, my own - Barnes Ellis, the Harvard-graduat- egonians; education policy advisor, Dani Le- ed Oregonian reporter who decided to - We’ve welcomed child migrants dezma. tell Santaigo’s story; when other states have barbarically Dani—your passion for your work, - and like the president of the Uni- protested and refused them, supported and your ability to build bridges and versity of Portland, who awarded San- DREAM-ers when others have wanted drive the agenda, are invaluable, to me, tiago a full scholarship, again changing to deny them; to the office, and to the educators, ad- the trajectory of Santiago’s life. - We’ve made health-care and cover- ministrators and students of Oregon. Tonight, as we come together to age more affordable, driving down the Thank you. celebrate the many contributions the number of uninsured Oregonians and

VSOTD.COM 25 WINNER: EDUCATION “Skills for the Future”

By Marloes Telle for Jet Bussemaker, Delivered at symposium on skills for the future, Minister of Education, Culture and Science, organized by the Royal Netherlands Academy of Arts & the Netherlands Sciences, Amsterdam, the Netherlands, March 19, 2014

adies and gentlemen, ally, plotting their position in relation to 13 astronauts in such good stead. L On April 11 1970, Apollo 13 the stars and the position of the Earth. It is a challenge faced not only by was launched from the Kennedy Space Once they had re-entered Earth’s young people but also by adults. In Center in Florida. Destination: the orbit, they then had to crawl from the today’s society, it is no longer about moon. lunar capsule—which was not built training for a particular career; we are Two days later, the flight controllers to withstand a re-entry into Earth’s all engaged in lifelong learning. back at Mission Control in Texas heard atmosphere—back into the crippled In order to set the course of the Commander Jim Lovell say loud and command module. Starship Education, we will have to clear: They succeeded. enter into a meaningful dialogue about “Houston, we’ve had a problem.” On April 17, Mission Control in our purpose, our destiny. And about An oxygen tank had exploded, Houston announced splashdown in the the route we will take to get there. bringing the on-board production of Pacific Ocean near Samoa. In recent years, we have seen a electricity and water to a halt. All of the astronauts survived. strong focus on literacy and numeracy. When disaster struck, Apollo 13 was Ladies and gentlemen, These areas remain important. But still on its way to the moon. The pilots of Apollo 13 were ex- there is so much more to learning. The three astronauts were 200,000 tremely well trained. Students who have difficulty with such miles from Earth, and they were in Commander Lovell had three space basic skills still have a great deal to of- trouble. missions and almost six hundred space- fer. Tapping into that potential calls for Oxygen levels were declining and flight hours under his belt. The entire a broad approach to learning. power was at a minimum. crew had gained plenty of experience The Netherlands has always been The crew decided to shut down the on test flights. a land of free thinkers and creative entire command module and move to And yet, 200,000 miles from home, minds. We are not only a nation of the lunar module which was still at- they found themselves in a situation merchants and church ministers, but tached—even though it had never been that tested not only their knowledge we are also a nation of artists and developed for this purpose. but also their skills to the very limit. inventors. Our country has risen To have a chance of survival, the It took all the creativity, collabora- to prominence thanks to a winning heating had to be turned off and the tion and communication they had to combination of team spirit and can- astronauts needed to replace the lunar give. do pragmatism. You could even call module’s air filters with the filters It took every last ounce of their it ‘creative pragmatism’ or ‘practical from the command module. But the courage, endurance and flexibility. creativity’. It is something we can still modules had been built by different It called on every human quality pride ourselves on today. manufacturers and the filters were not they possessed. Last year, a report by the PIAAC interchangeable. In that light, it is hard to see the revealed that young people in the The astronauts improvised a solu- Apollo 13 mission as a failure. Rather Netherlands are among the very best tion with cardboard and sticky tape. it is a wonderful example of man’s abil- in the world when it comes to problem- There was another problem: return- ity to tackle unprecedented problems solving. I recently saw this in action at ing to Earth. With the main engine in uncharted territory. How human re- the international World Skills contest, out of commission, the astronauts had sourcefulness and technology interact. where a team of three Dutch boys took to use the lunar capsule’s engine to And how knowledge, skills and training part in the Manufacturing Team Chal- maneuver into orbit around the Earth. go hand in hand. lenge. They built a recycling machine But they were unable to use the naviga- This brings me to the reason why for cans and bottles, and their efforts tion computer and the lunar module’s we are here today. were rewarded with a bronze medal. control computer was not equipped to Though we have no idea what the Teamwork. Coming up with creative steer the 30-ton command module. world will look like in thirty years’ time, and pragmatic solutions, as a craftsman The crew now had to steer and it’s a safe bet that we will need to rely or as a scientist: you might say it’s in implement course corrections manu- on the same skills that stood the Apollo our blood.

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The current cohort of vocational Confidence in our manufactur- qualities, originality, social interaction— students at the Instrument Mak- ing industry: from the milking robots are often the domain of the better ers’ School in Leiden are continuing developed by Lely Industries to the educated. the rich tradition of Huygens, Van offshore equipment and cranes built by In the future, such divisions will no Leeuwenhoek and Spinoza, thinkers Huisman. longer be tenable. who built their own microscopes and Confidence in craftsmanship in all Ladies and gentlemen, a space suit ground their own lenses 350 years ago. its forms: from Floris van Bommel’s does more than simply enable astro- After the havoc wreaked by Hur- elegant footwear to the bold designs of nauts to survive outside of the Earth’s ricane Katrina, engineers from Royal students from the Sint Lucas creative atmosphere. It also gives them the op- Haskoning DHV, many of whom community. portunity to carry out research in that were educated at Delft University of And confidence in cross-overs as demanding environment, to work, to Technology, were stationed in New an inexhaustible source of creative contribute to solutions. Orleans to develop new flood defenses. and economic opportunities. In recent If we look at the developments in Those engineers were standing on the years, this same confidence and op- the labor market and in society, there shoulders of the sixteenth-century dike timism has seen the derelict factories is only one possible conclusion: we all wardens who reclaimed the land of the and abandoned industrial sites of Van need a space suit of sorts. We cannot Rhine-Meuse delta. Nelle, Philips, Verkade, Caballero simply concentrate our efforts on the Another example is Ambient Experi- and Shell transformed into breeding highly educated and the exceptionally ence, a line of products that makes hos- grounds of creativity and incubators talented. pitals less intimidating places for patients for technological activity. Places where That brings me to my first proposi- and more pleasant places for people to people make things, think up new ideas tion—the first element of a three-stage work in: it would not exist without the and put them into action. rocket to bring the Starship Education nineteenth-century innovations at Phil- We not only need to recognize on course: education is the key to equip- ips’ very first light bulb factory. opportunities. We also need to create ping each and every member of society. With such an impressive track them. But this does not happen auto- The Netherlands’ Scientific Council record, I firmly believe we have what matically. We cannot make it happen for Government Policy has made a it takes to meet the demands of the at the flick of a switch. It requires clear statement that holds great ap- future. But plugging into this poten- foresight, adaptability and ongoing peal for me. It emphasizes the need to tial means taking an innovative and training. It calls for an active, alert handle people with care and to make creative approach to talent, financing, attitude. the best possible use of their potential. ideas, and opportunities. It means We have known for some time that Innovation comes from everyone: that building on our heritage in order to administrative and routine jobs are is the Council’s message. Everyone has take on the challenges of the day after increasingly being taken over by com- the right to develop and we need all tomorrow. puters and robots. But current research these different perspectives to create Earlier this year, The Economist shows that nowadays jobs in the service new combinations. published an article about how in- sector are also becoming much more Nowadays we not only need to novation always leads to people losing vulnerable. connect knowledge and human capi- their jobs. It described how professions Thanks to pattern recognition, big tal, we also need to capitalize on this become extinct, and how other jobs data, and robotics, computers are able connection. always appear in their place. to perform ever more complex opera- Philosopher Martha Nussbaum calls The town crier has transformed into tions, often more cheaply and more this ‘the capabilities approach’. What a multimedia designer. effectively than humans can. However, are people capable of ? What realistic The surgeon has become a health there are always consequences attached. opportunities do they have? Such an technologist, and in ten years’ time Take airbnb, for instance, an online approach seems to me crucial if—like may well evolve into a nano doctor or company that helps homeowners Apollo 13—we are to emerge from the designer of body parts. rent accommodation to tourists. It’s a dark side of the moon. The rag-and-bone man of the past charming initiative, but nonetheless In his inaugural speech last year at could well be the urban miner of the one that poses a threat to the jobs of VU University Amsterdam, Professor future, extracting precious metals and hotel cleaners and doormen—after Anton Hemerijck spoke of the positive minerals from waste, buildings and all, the hotel sector is a major em- effects—on individuals and on soci- products in order to recycle them. ployer of people who are not highly ety—when we equip people from an So there is no reason for us to cling qualified. early age by investing in good educa- to a nostalgic longing for historical And then there is the danger of tion and in training them to the highest craftsmanship. If anything, we have social inequality. For the skills that are possible level. every reason to look to the future with least vulnerable to automation— If we use education as a tool to confidence. creativity, lateral thinking, leadership make people strong and resilient from

VSOTD.COM 27 an early age, they will be less reliant ing young people to develop into well- Sociologist Richard Sennett hit the on government. And there will be less rounded human beings. nail on the head when he said that need for us to repair shortcomings after I see education in the fields of cul- skills are not just a set of neat tricks. the fact by means of subsidies, regula- ture and technology as vital auxiliary Twenty-first century skills do not tions and benefits. engines, thrusters that can steer us on provide us with a formula for a versa- In essence, Professor Hemerijck’s our way. From an early age. And at ev- tile human being, deployable in any message is that a nimble economy ery level: from vocational to academic. context. requires resilient workers and citizens. Good cultural education goes fur- How people use generic skills is Equipping people effectively for the ther than enabling children to discover always connected to their personality job market therefore means preparing beauty. It also challenges them to de- and attitude. And embedded in the everyone for a lifetime of learning. velop a creative, inquisitive attitude. A context and mores of a professional The point is that social advance- flexible and open mind. And to see the practice. It is responsive to what the ment through education is not as natu- world through the eyes of another. environment or the situation demands. ral a progression as it was in the 1950s Technology education has a simi- And reflects each individual’s concept and the decades that followed. lar contribution to make. It invites of a job well done. This is one of the Two years ago, the Council for children to discover for themselves, reasons why we are now expanding Social Development warned that the to think things through and to keep the master-apprentice approach in our contours of a class society based on asking questions. How does the world vocational education. education are once again emerging. For work? What is the relationship between Daan Roosegaarde is someone example, we know from research that A and B? And how can I influence that whose work unites all of these dimen- pupils at the lower levels of secondary connection—through what I know, sions. I often cite him as an example education are keenly aware that they what I do, and who I am—in collabo- and I have no hesitation in doing so are at the bottom of the hierarchy. ration with others? again today. The illuminated cycle path That is a painful realization when In other words, the development of he has created in Eindhoven is a thing you consider that for many children non-cognitive skills, or twenty-first cen- of beauty that exemplifies so much of reaching that level of education is the tury skills, is not an end in itself. More what I have been talking about. culmination of eight years of hard to the point, these skills are instrumen- The cycle path sparkles with stones work and perseverance. For one child tal in teaching young people to think in that soak up energy during the day and a marginal pass is the mark of a lazy terms of possibilities. In enabling them emit light in the dark. It is a fantastic underachiever, while for another it is to develop a sense of the context in idea and a technical tour de force. the hard-won result of tremendous which they work, and an awareness of But what makes it even more im- motivation. their role and responsibility within that pressive is that it refers to a painting by A class society based on education context. Vincent van Gogh and symbolizes the exists partly by the grace of the value This is important. Because the fu- artist’s links with the area. we attach to knowledge. But if we want ture is about more than building space- It is an exquisite, even moving, com- an education system that makes the ships. It is not just tangible, material bination of different dimensions. most of people’s qualities and abilities, innovations and cutting-edge technolo- Of knowledge and imagination. we need to move toward a broader gies that will help us to progress. Of pragmatism and creativity. focus on learning. It’s also about the figurative and Of generic applications in a specific Toward an education system in intangible innovations that we as a context. which knowledge, skills and personal society need to stay connected to one It may be coincidence, but this year development are in balance and are another and to continue to develop. It’s Eindhoven University of Technology appreciated in equal measure. about the concerned citizens who fuel succeeded in recruiting fifty percent At all levels. For each and every one our democracy with life and energy. more female first-year students by ap- of us. It’s about the urban designer who pealing to this extra dimension. The This brings me to my second propo- not only knows how to meet the archi- university’s publicity campaign linked sition, the second stage of our rocket: tectural challenge of building a cultural pure technology to young people’s skills as preconditions for imagination. center, but who also understands what dreams of the future. These personal As I see it, skills represent more than it takes to promote social cohesion in dreams were projected on clouds and simply the answer to an ever more local neighborhoods. tall buildings. demanding labor market. It’s about traditional ‘standard- A way to help your grandmother They are also the catalysts for bearers’ such as police officers, teachers cope with dementia. combining existing knowledge in new and nurses, professionals who will have A mobile phone that never runs out. ways, in order to arrive at pragmatic to reinvent themselves constantly in a Love that lasts forever. solutions. world where authority is no longer a In Eindhoven, they say every inno- And an essential part of encourag- given. vation starts with a dream.

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It is an inspiring way of looking at This is why I am convinced that moral values. things. Sometimes it’s the technology in addition to focusing on knowledge To look beyond barriers, and to that enables us to accomplish our goals. and skills, sometimes break right through them, But often it’s an idea that gives birth to in addition to feeding into the job in order to see what lies on the other the technology. market and the social order, side. Perhaps the ultimate use of tech- in addition to meeting the demands It means seeing education as a way nology lies in underlining our human of our age, to equip us for the future, values. And this brings us to our ‘third- education should always contribute with skills that provide the precondi- stage rocket’: one that ignites the value to creating a younger generation of tions for imagination of personal development. creative dissenters and constructive and personal development that re- After all, processes in which people critics. sults in creative and competent rebels. and their ideas make a difference can ‘Competent rebels’ as Professor This is the combination that pro- never be automated. Helga Nowotny once called them. vides the best possible preparation for The on-board computer of Apollo People bold enough to swim against a flexible labor market and its ever- 13 could never have come up with the the current and state the other side of increasing demands. idea of using sticky tape and card- the argument. It is the very cornerstone of progress. board to fit two incompatible filters A young co-pilot needs the confi- And it enables people to do their together. dence to intervene if her experienced best and to be the best they can be, In the same way, Massive Online superior starts take-off without clear regardless of their level of education. Open Courses or MOOCs can open permission from air traffic control. Just as an astronaut cannot live with- up a world of opportunities. But only And teaching a nurse to think criti- out oxygen, we cannot shape the future a teacher can assess whether a mar- cally and solve problems only makes without education. ginal pass is the result of hard work or sense if, in the operating theatre, he has For if we are to reach the moon and laziness. the courage and character to question beyond, we need to develop better and A machine can manufacture a prod- the judgment of the surgeon who is better rockets. Literally, but above all uct but it cannot dream up the product about to operate on the wrong leg. figuratively. in the first place. It was an artist who As I see it, learning and skills devel- And we need to educate young collaborated with scientists and medi- opment always go hand-in-hand with astronauts who can combine high-tech cal experts to develop a piece of skin the ability to take an independent view solutions with courage, determination based on spider silk that has turned and to engage in critical reflection. and the resourcefulness to reach for the out to be a revolutionary basis for skin The ability to combine a practical sticky tape in an emergency. grafts to treat burn victims. mindset with ethical standards and Thank you for your kind attention.

WINNER: ENVIRONMENT/ENERGY/SUSTAINABILITY “Solving the Carbon Problem Together”

By Douglas Neff for Roger Sant, Delivered at the Aspen Ideas Festival, Co-founder and Chairman Emeritus, AES Corporation Aspen, Colo., July 2, 2014

’d like to talk with you today about mammal in the world (next to the el- to prevent the sale, trade, or purchase Ithree things: ephant). There are five different species of rhino horns around the world, with 1.) Energy policy over the last 40 of Rhino in the world. varying degrees of success. And, by the years The problem is that Rhino horns way, when I refer to “We” in this story, 2.) The current carbon pollution are both extremely valuable (A rhino I’m talking about all of us, not one crisis; and horn is worth more than its weight in country or one organization. When we 3.) How we solve large, complex gold!) and severely illegal to buy or talk about a species, it doesn’t really problems sell. So think of a bunch of animals belong to one nation—its well-being But I’d like to start with something a running around the plains of Africa and loss affect all of mankind. little closer to the ground, a story that with gold bullion strapped to their I want to tell you about two different comes from the World Wildlife Fund… heads, and you can start to see the types of white rhino—the Northern about the White Rhino. problem. White Rhino and the Southern White The Rhino is the second largest land Since the 1970s, we’ve been trying Rhino—because I think what hap-

VSOTD.COM 29 pened to each of them has something ists. They made conservation valuable. book about energy that I could get larger to teach us. Ranchers now had incentive to actually my hands on. It was a really humbling With the Northern White Rhino, breed rhinos and protect them. position to be in. But my colleagues different governments and organiza- After being thought extinct no less and I didn’t know what would or tions cracked down as heavily as they than 50 years ago, today there are wouldn’t work, so we were willing to could on poaching and horn trade. more than 20,000 Southern White try anything. And to be honest, some They call it “Ban and Enforcement.” Rhinos, making it the most numerous of our solutions totally failed, some of We might also call it the regulatory rhino on earth. them helped a little, and some of them approach. But due to instabilities and This is a pretty astonishing result. wildly succeeded. Here are a few of war in its native region, no amount of Northern white rhinos are nearly them… enforcement was adequate to save the extinct (and probably too old to save We tried lowering the speed limit to rhinos from poaching. Killing of the now); southern white rhino populations a maximum of 55mph in order to save Northern White Rhino continued until are strong and growing. You may say gasoline (I’m sure you all appreciated we realized, too late, that it was almost that both populations were protected that—you’re welcome!) We even cre- wiped out. by poaching bans. However, it was ated a “Tips for the Motorist” booklet Today, there are none of these because South Africa and Namibia put which included 30 ways to make gas go animals left in the wild and exactly incentives in place to make a live rhino further. We made bumper stickers like, 5 of them alive in captivity. Two of more valuable than a dead one that al- “DON’T BE FUELISH.” them live in zoos. The other 3 are in lowed the market to beat the poachers. These had little effect. a preserve in Kenya, under 24-hour This notion of providing market Another idea we tried turned out to armed guard from poachers, but they incentives to solve problems is an be very effective. We instituted some- are likely too old to breed. At this important one that we’ll come back to thing we called Corporate Average Fuel point, there is little hope of reviving when I talk about carbon pollution. Economy (CAFE) Standards. At the the subspecies. Before moving on—a caveat. Poach- time the average MPG was 13.5. We With the Southern White Rhino, we ing has increased lately so we can’t be jumped it to 27 MPG with howls from did things a little differently. We almost complacent. the auto companies, but they achieved hunted them to extinction in the 19th So let me tell you about another them in a few short years. The effect century, but we noticed in time and crisis we faced. on oil prices was dramatic. That’s the started protecting them early. Political In 1973, when Richard Nixon was good news. The bad news is that we lost conditions in this region were different, President, we faced an energy crisis in our nerve and left those standards at 27 so “ban and enforcement” was more the U.S. I’m sure some of you remem- MPG for the next 30 years. effective. But that probably wouldn’t ber the gas lines, the worries about But there’s good news—we’ve dou- have been enough. dependence on foreign oil… There bled them again. By 2025 the standard Starting in the 1960s, South Africa were a lot of big feelings at the time: will be 55 MPG—thanks to the recent and Namibia adopted some new poli- Worry, Doubt, Fear. financial crisis, which required tempo- cies toward the rhino. Rather than rely People thought we were very rary government ownership. solely on poaching bans, they intro- vulnerable and risked economic and And one final example, which was duced market incentives to make a live geopolitical disaster if we couldn’t get a big success in the long-term. We rhino more valuable than a dead one. things under control. Nonetheless, the implemented energy-efficient label- They made “trophy hunts” legal Nixon Administration took some steps ing for most home appliances, which again. This was a controversial policy, forward… turned out to have a big effect in shift- but it made all living animals worth a One step was to cobble together the ing consumer choices to more efficient lot more money. Federal Energy Administration and models—all of which continues 40 They made it legal to privately own appoint a Stanford professor (with no years later. If you go out and buy a re- wildlife like rhinos on private game previous experience in energy) to the frigerator or a washing machine today, reserves. position of Assistant Administrator for you’ll see that energy-efficient label. They started allowing the sale of Energy Conservation and the Environ- Those are just three of the many rhinos to private ranchers, and after ment. (That would be me.) solutions we tried during the energy seeing how valuable they were, they did And let me tell you, I really knew crisis. And I share them with you as it through limited auctions, effectively nothing about energy when I was ap- a background to the carbon pollu- competing with the black market. pointed (few of us did, in fact; if you tion problem because this, too, is an How did it turn out? Well, in addi- did know anything Congress assumed unprecedented crisis. It will require our tion to the poaching laws, these incen- you had a conflict of interest, making best thinking and many, many different tives made the animals valuable again, Senate Confirmation unlikely). approaches in order to solve. in a market sense, due to their value as I spent the two weeks before my When it comes to carbon, there trophy animals and as a draw for tour- confirmation hearing reading every are many things we don’t know, but

CICERO 2015 30 CICERO SPEECHWRITING AWARDS we are pretty sure about one thing: The bigger the problem, the more us stuck—not really acting at all. And more carbon in the atmosphere causes feelings we’re bound to have about it. I think we can all see where that will problems. And I certainly see that when it comes lead us. There’s also good consensus about to climate change. I can relate—we Numbers can often be difficult to how much is too much. Over the last certainly had a lot of them during the relate to, so let me give you a human 400,000 years, CO2 atmospheric energy crisis in the 1970s. example. The island nation of Kiribati concentrations have ranged between Here are the big fears and beliefs I (kirr-i-bas) will be the first nation to dis- roughly 200ppm (parts per million) and noticed in 1974: appear because of climate change. The 300ppm. Humans have been around Energy is scarce. highest point on the island is 20 feet about half that time. Costs will only get worse. above sea level, but many people live In 2012, the line crossed 400ppm, Environmentalists are the problem. below that. And Kiribati has a popula- 100ppm higher than humans have ever And I think we’re talking about a tion of 100,000 people. Some scenarios experienced. few big themes there: say the island will be fully submerged By 2024, we’re expected to be some- Scarcity (not enough energy, not within this century. where around 425ppm. enough money) Anote Tong, President of Kiribati Experts seem to agree on the num- Pessimism (it won’t work) has said: “We may already be at the ber we don’t want to hit– 450 ppm, or Blame (it’s not my fault, not my point of no return… To plan for the 2 degrees centigrade of warming. But problem) day when you no longer have a country we’re already on track to blow through And since then, we’ve seen that is indeed painful, but I think we have to that level! none of those fears came true. do that.” It makes me think about the We thought energy was scarce, but What happens when the 100,000 Northern White Rhinos and when we fossil fuels (even today) remain abun- citizens of Kiribati flee to Australia and crossed the point of no return with dant. In the midst of the Crisis we New Zealand when their nation disap- them… if we had realized it earlier, thought we had 30 years of global oil pears? And that’s just the very first could we have done something about reserves; today that number is over 50. island in a long list. There are probably it? We also thought that costs would 10,000 other islands facing the same But this isn’t a crisis for the environ- only get worse, but since then, retail threat. Add to that all the low-lying ment. The earth has survived a lot energy prices have remained fairly lands in Bangladesh and Florida and worse, and it will again. But humans stable in constant dollars and electricity you can start to see the scale of this have never been around for those. The prices are lower. problem in human terms. question is whether we can survive. Finally, we thought that environ- Climate change will affect human- THIS CRISIS IS A HUMAN mentalists were wrong—we couldn’t ity in many, many ways. Its effects on CRISIS. conserve our way to economic growth. temperature itself are especially scary, And I, for one, am hoping to avoid And yet, our energy use per unit of because they’re so unpredictable. the next mass extinction! output is more than 40 percent lower As the average temperature rises Anyway, it’s fair to say that we have than it was. little by little, it obscures the increases all the information we need about The Truth is that, over the last 40 we continue to see in EXTREME tem- carbon pollution right now. But that years, we were VERY successful in peratures. These extreme temperatures doesn’t seem to be enough. building energy reserves with fairly lead to earlier snow melts, longer and In fact, there are a lot of things we stable prices. And I promise you, we hotter fire seasons, and an increased don’t know about carbon pollution: would not have achieved this had we risk of large fires. What solutions will work best? not been willing to act outside our Since the 1950s, the proportion Which are the best investments of fears. of record high temperatures against funding and resources? Could we be wrong again? Well, I record low temperatures has changed How long will it take? think we’re looking at the same doubts dramatically. Today, we have twice as How much will it cost? and beliefs around climate change many record high temperatures and One thing we do know for sure is today: half as many record lows. that the cost of doing nothing is likely We can’t afford to fix this problem. But here’s the really scary part: to be several times the cost of taking We’re not capable of fixing this extreme temperatures kill more Ameri- action now. problem. cans than ALL other weather-related And this brings me to a topic that It’s not our fault, not our problem. deaths combined, including tornadoes I think is really important in any What if we’re just as wrong as we and hurricanes. problem-solving situation. Doubts and were during the energy crisis? We’re This is a human crisis. worries and fears. This is so important going to need to decide how much And, just like the story of the because too often we let our feelings longer we want to act based on those Northern White Rhino, these are not keep us from doing what we CAN do. fears and beliefs. Right now, they have pleasant facts.

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Still, though, I have tremendous And we’ve gotten very efficient at bring everyone’s unique skills to bear in hope. cutting down rainforests. pursuit of a common goal.” I have tremendous hope because The goal of ARPA is to set aside a I love that notion, that it’s a team I’ve seen just how much we’re capable large protected area in the Brazilian sport. Because it keeps us from feeling of achieving together. Amazon: 15%. The land was to be like there’s nothing we can do. On the Problem-solving is in our DNA, and contributed by the Brazilian govern- contrary, as a team there is much we given the right conditions, we come up ment, and they would help create the can do. with unbelievably innovative solutions fund that would ensure long-term How did it turn out? to incredibly large and complex prob- protection of a region that currently ARPA reached its goal, and the deal lems. I’ve seen it many times before: comprises 128 million acres of rainfor- was “closed” just last month. It’s really the Depression; World War II; the est in Brazil. a monumental success and a new and Energy Crisis. That’s twice the size of Colorado. interesting approach to a long-term, But here are three more recent [Note to judges: speech was given in large-scale problem. examples: Aspen, Colorado] One more problem-solving story. Back in 1988, we at AES (Applied And to do it right, it would have Remember that we had a lot of fears Energy Services, the power com- to be protected in perpetuity (and about energy pollution in the 70s, and pany I co-founded) were building a that’s expensive). A guy named Larry a lot of doubts about whether we could new 180-megawatt coal plant on the Linden, a former partner at Goldman affect any significant change. Thames River in Connecticut. Sachs and now conservationist, set The Clean Air Act was one of our At the time, we were a tiny power about to create the long-term financing primary solutions, setting up regula- company, not even publicly traded, but plan. The transition number he came tory and market-based tools to help us I still felt like we had a responsibility up with was $215 million, and rais- improve air quality. It was passed in to pay attention to the issue of climate ing that much for conservation would 1970 with leadership from a Republi- change. A woman on my team, Sheryl not be easy. This would be one of the can President and nearly 90% approval Sturges, came forward with an idea: largest conservation projects in history. in both houses of Congress. Why don’t we plant enough trees in It would be many times bigger than But let’s remember that we didn’t Guatemala to offset this plant’s lifetime anything the World Wildlife Fund had pass the Clean Air Act to save the air. carbon emissions? How many trees ever done before. And it would take We passed the Clean Air Act to help would it take? detailed financial planning, investments us. We wanted our children to breathe 52 million, as it turns out. from many different donors, and a cleaner air. So we did it. And it was a big whole new way of thinking about this And based on the Air Quality Index investment for a company of our size. kind of project. (key indicators selected by the EPA) the We encountered positive responses as In order to raise the $215 million, Clean Air Act has been a resounding well as more cynical reactions, like a Larry adopted a project-financing success. cartoon in the New Yorker: model that is much more common We’ve reduced pollution between It shows a group of businessmen in private-sector projects. It’s an 60% and 80% in every single area— in line to see some sort of guru. One all-or-nothing model, similar to how particulates, sulfur dioxide, carbon businessman is saying to another one: Kickstarter works. Everyone agrees to monoxide, volatile organic compounds, “It’s great! You just tell him how much commit funds, but only if the goal is oxides of nitrogen, and smaller par- pollution your company is responsible reached. If he didn’t reach his $215 ticulates—and we did it while growing for and he tells you how many trees million goal, and Brazil didn’t make the economy 3.3 times. you have to plant to atone for it.” the necessary long term revenue I will note here, though, that until The important question though, is commitments, ARPA wouldn’t get a this year, we never added carbon to the how did it work? penny. list. Thanks to the Supreme Court, that Well, it’s hard to say how much This shift in the way large conserva- changed in 2013. carbon we actually removed with all tion projects are set up was suddenly Since that Supreme Court decision, those trees. But I can tell you that 25 more attractive to other donors. There and subsequent rulings, things have years later, the power plant is no longer would be no need to “sit and wait” to started to happen—and clearly for the standing… but most of the trees are see if the project gained enough steam. better. still there and still sequestering carbon. Each and every donor was absolutely Some of you saw just a few months Here’s another example—one I’ve crucial to the project from the very ago that the EPA released proposed seen up close. It’s called ARPA, for beginning, as was the Brazilian Gov- emissions rules for existing power Amazon Regional Protected Areas. ernment. plants. This was an extremely difficult The crisis isn’t difficult to grasp: cutting Carter Roberts, CEO of the World rule to draft but they did it. During down tropical rainforests is the 2nd Wildlife Fund, said it best: “Conserva- my career at AES we operated a lot biggest contributor to climate change. tion is a team sport… and we need to of power plants, so you would think

CICERO 2015 32 CICERO SPEECHWRITING AWARDS my first reaction would be “you can’t ship role in the global response to cli- And voluntary action, by both indi- do that to us.” But, in fact, it’s just mate change. That will be an amazing viduals and companies, is hugely im- the opposite. I think the approach the turnaround if that comes about. portant. We need everyone involved. EPA has taken on this has created all So, I’ve shared with you three But what’s often missing in large- sorts of flexibility for those of us in the major, large-scale, extremely complex scale problem-solving is market-based power business. States and localities problem-solving engagements—all of economic Incentives. Incentives make it have the opportunity to create their them successful. so that it’s in your best interests to opti- own solutions including market-based I also shared with you that our mize your activities within a set of rules. solutions similar to the sulfur dioxide I doubts and beliefs about our energy We don’t yet have enough incen- just mentioned. crisis were misplaced. tives out there for us to find and create It isn’t prescriptive at all. In fact, And here we are today, facing cli- solutions that reduce carbon emissions. the baseline for each state is different mate change. We can’t unleash the talents of because they made an assessment as to If our doubts and our fears and our every problem solver in the country if where people are getting their power beliefs stop us from moving, I have to we don’t provide a reward for reduc- in these various states. They also wonder what inspires us to dig in and ing carbon emissions and a penalty for made it possible to collaborate. So if try solving these problems… increasing them. Ohio, Indiana, and Kentucky wanted Well, I think it’s a couple of dif- I made the case earlier that a major to come together as one region, they ferent things, but the first one is an difference between how the northern could do that. instinct. We have a human instinct for and southern white rhino were pro- But most of all, to me, it asserted problem-solving; it’s in our DNA. tected was the use of market incen- U.S. leadership, which has been lack- And while I don’t think there’s a tives. ing up to this point. formula or a prescription for problem- This story comes from the World A bunch of other things are hap- solving, I do think there are some main Wildlife Fund, not from me, and the pening now, too. behaviors or attitudes that continue to results are astounding. Placing a value The C40, a group of mayors from show up: on the southern white rhino so it was around the world founded by former We stick together—that’s how we worth more alive than dead has result- New York Mayor Michael Bloomberg, created ARPA and passed the Clean ed in a strong and growing population. has made an amazing commitment Air Act, by sticking together. Without such a value, the northern to work to reduce carbon emissions in We try multiple solutions—I white rhino was worth more to poach- their cities by 80% from 1990 levels learned this a long time ago, during ers and is now practically extinct. by 2050. They call it 80-50. That’s the energy crisis—we had no idea Market incentives also played a role astounding to me. what would work, so we tried every- in the energy crisis and in cleaning California has put their own cap thing. our air. OPEC doubled the price of and trade program in place which is We were willing to fail often—we oil and it led people to discover new starting to see results. got our pictures in the paper when reserves and to find more efficient uses There are renewable portfolio things fell apart, but we were still will- for energy. Placing a price on SO2 standards in place across the country, ing to fail again and again. Reducing allowed producers and consumers to requiring that a portion of their elec- the speed limit to 55 didn’t work, but make the best investments to reduce tricity come from renewables. we learned not to do things inconsis- emissions. The Northeast states have come to- tent with how people normally behave. In both of these cases, market gether to do something much like what We learned from that failure and came incentives unlocked the innovation of California is doing called the Regional back with something else. individuals and changed the regulatory Greenhouse Gas Initiative (RGGI). And finally, we never give up—we dynamic. There are clean energy tax cred- can’t solve problems like this if we’re Without market incentives, though, its in place for solar and wind power not willing to go the distance. Whether we’re wielding a stick without any plants. it’s Rhinos or Rainforests, they aren’t carrots. And the stepped up fuel economy going to get solved with one idea or With carbon emissions, we only standards I talked about earlier may be one solution. It’s going to be compli- have regulation and voluntary action. the biggest component of all. cated and messy, so it means we can’t As yet, we have no nationwide incen- I think when you put those fuel give up. tive to reduce carbon emissions. economy standards together with the But there’s another important factor I don’t think we can solve this prob- new EPA rule, the US may be in a po- I’ve seen in these solutions. lem without a price on carbon. That’s sition to go to Paris late next year at the Government regulation is essential the economic incentive that’s been United Nations Framework Conven- for setting boundaries and ground missing with climate change. tion on Climate Change and say that rules. The Clean Air Act and CAFE As a government bureaucrat for the United States is assuming a leader- standards proved that. part of my career and a regulated

VSOTD.COM 33 power plant developer for the rest of then we really have something. If we can do all those things—as we it, I can tell you that everything the Climate change is the most serious did, power industry does was, is, and will and urgent problem we face right now. Then surely we can solve the car- be based on a combination of regula- It won’t be easy to solve. It will require bon problem—together. tion and markets. doing things we haven’t done before. What I hope you’ll take from We need regulatory confidence and It will take our very best efforts and a tonight is a sense of what the solution a market in which energy companies fierce determination to succeed. will look like. can compete. That’s what prices do: But if we cling to our natural Like other solutions, we’ll need they motivate commercial activity and instincts, we can outshine any of our sensible regulation and wise personal organize resources behind a profit mo- doubts. choices, and we are beginning to see tive in extraordinarily effective ways. When we stick together and depend those happen. And markets cannot function without on each other. But the transformation—the real prices. When we allow ourselves to try TRANSFORMATION—will come By putting a price on carbon—a multiple solutions. from creating the market incentives carbon tax—we’ll be taking away the When we let ourselves fail, again that let us address this challenge and free right to pollute and activating and again, knowing that more failures thrive as an economy, as a nation and the force of markets to help solve the only lead to more solutions. as a global community. problem. And when we refuse to give up, no What I also hope you will take The papers once called me an en- matter what, in pursuit of our goals. away is that we KNOW how to do ergy optimist. I still am! We are capable of so much. those things. It’s doing what we have I guess I’ve always believed in peo- If we can repopulate the Rhinos in already done before—putting the right ple—their inherent goodness and their Southern Africa, incentives in place and unlocking the innate ability to invent. And when we If we can solve the energy crisis, problem-solving talents in each of us. combine that with good incentives, And, if we can clean up our air, Thanks very much.

WINNER: HEALTHCARE “Building a Culture of Health in America”

By Tanya Barrientos for Risa Lavizzo-Mourey, MD, Delivered at the American Public Health Association President and CEO, Robert Wood Johnson Foundation Annual Conference, New Orleans, La., Nov. 19, 2014

ood afternoon and thank you what I’ve heard from so many of you, on the vitality of workers to stay com- GShiriki for that wonderful in- I know it’s your central aim as well. petitive. And our military can perform troduction. This has been a terrific That’s the reason I’m looking forward at its highest level. conference, hasn’t it? How about we let to sharing my thoughts with you today. If we can achieve this shift, our Georges Benjamin and everyone else And why I’m especially looking for- country will have a powerful story who has worked so hard to make these ward to listening to the wisdom of the to tell. It will be the story of how we past few days so great how much we distinguished panel that will up here came to see that health means so much appreciate all of their efforts? soon. more than simply not being sick. How So, here we are at the closing ses- So let me begin by saying that we we came to recognize that it is a vital sion. And I am delighted to have been all know that making this country the aspect of how and where we work. asked to speak about what it’s going healthiest in the world is going to re- How and where we live. How we raise, to take for APHA to reach the goal of quire a major shift in the values—and and educate, our children. And how we making the United States the healthiest the actions—of everyone: A shift that make decisions for our families. nation in one generation, because that makes health a key part of everyday It will be about how we rejected as is exactly what the Robert Wood John- life. Why? Because, as you know, health inevitable that our kids—a third of son Foundation is working to achieve. is the bedrock of personal fulfillment. whom are overweight or obese to- In fact, we have officially embraced It’s the backbone of prosperity, and the day—have a real chance of becoming building a comprehensive culture of key to creating a strong and competi- the first generation of Americans to health in America as our organization’s tive nation. With health, our children live sicker and die younger than their vision. We’ve made it the central aim can grow up making the most of life’s parents. And it will be a story about of everything we do. And judging from opportunities. Our businesses can rely how we overcame the dismal fact that

CICERO 2015 34 CICERO SPEECHWRITING AWARDS a group of retired military leaders re- and economic challenges. The recent like extreme poverty, family violence, cently told Congress that right now, in cases of Ebola in the U.S. are good ex- and substance abuse. That is the sort 2014, a shocking 75 percent of Ameri- amples of the persistent cracks that we of toxic stress that can severely com- ca’s young adults are too fat, too poorly have in our preparedness system, the promise their life-long health, and even educated, or too tangled up in criminal widespread misunderstanding, and the lead to early death. And, we are all nonsense to serve in the military. It will serious consequences of the massive painfully aware that under our current be a powerful story of how we resolved cuts that our health departments have health care system the quality, the cost, to no longer accept that our nation endured over the years. On top of that, and the patient experience that many spends more than 2.7 trillion dollars on too many Americans are still coping Americans receive is disparate, disorga- health care, and yet continues to lose with avoidable chronic diseases. And nized, and dismissive. 227 billion dollars in productivity each every day there are tens of thousands How many of you are familiar with year because of poor health. of hospitalizations—and rehospital- Jeff Brenner’s “hot-spotting” work in Building a Culture of Health is an izations—that don’t have to happen. Camden, New Jersey? The data he’s idea that requires us to stretch our cur- Heart disease, cancer, and stroke still collected show that one percent of rent understanding of health in ways account for more than 50 percent of patients—known as “super-utilizers”— we have never done before. It’s a view all deaths in America each year. And as account for 30 percent of hospitaliza- that respects America’s rich diversity. we’ve underscored at this conference, tion costs. Expenses that could, in fact, Our many different backgrounds. Our where you live affects your health so be prevented by—well—better preven- family and ethnic traditions. And the much that your zip code at birth may tion and coordination of services. right for health to mean different things be as important as your genetic code Yes, these are the harsh realities. to different people. And it’s a view that in predicting how well, and how long, These are the issues that you deal with recognizes we all have an equal right you live. every day. And you know—better than to health, no matter what our back- Take a look at this slide of the anyone—that we will not achieve a ground, our heritage, or our current Washington, D.C., metro. See the red Culture of Health if we continue down state of well-being, happens to be. line? Babies born and raised out there this path. But my hope is that by put- So what does a culture of health can expect to live to be 84 years old. ting put our heads together here today look like? Imagine living in a society But if you happen to be born and we can begin building a movement that where promoting health is as important raised just a few subway stops away, will start America down a new path. as treating illness, where everyone is in downtown D.C., your life is prob- Of course you know—and I know able to get high-quality health care— ably going to be shorter—up to seven –that can only happen if our society where, when, and how they need it. years shorter. And right here in New undergoes a fundamental change in Imagine doctors openly sharing their Orleans it’s even worse. A person living our perspective of what constitutes medical notes with patients, honestly up there in Lakeview—about six miles health. America has to experience a discussing the price and value of treat- from where we are—can expect to live “light bulb” moment. A moment that ments in a way that helps patients get 25 years longer than someone in Iber- shines a beam of recognition on how well and saves money. Picture cities, ville, which is near the French Quar- these very serious, very complicated, towns, and neighborhoods making ter. Needless to say, these are not the and very different issues are, in fact, sure the health of all of our children hallmarks of a culture of health. Now, intrinsically connected. is a matter of fact and not a matter of I want you to remember this slide, Let me tell you when that light bulb chance. Imagine if every family, in ev- because in a little while I’m going to moment happened to me: I trained ery town, could know for sure that our show you how this alarming image and as a physician at Harvard and rotated employers, our mayors, our educators, the destruction caused by Hurricane through a hospital in West Roxbury, a and our communities were working Katrina actually combined to spark few miles away. That is where I met a together to give everyone the tools, and an impressive public health movement patient that I will forever remember as the opportunities, to make responsible in this resilient city. In the meantime, “Patient Ruth.” She appeared at the choices. It’s a bold idea. And one that I though, let’s get back to the challenges admitting station late on a cold winter believe is possible. our entire nation faces when it comes night, homeless and helpless. Her feet Now, when I paint this picture to to building a culture of health. were swollen. She wore a pair of flimsy public health audiences like you, I Think about our youngest children. house shoes. Raw leg ulcers made know what you are thinking: That I am When it comes to them research tells walking painful. Her medical chart was either ill -informed or more than a little us that critical learning takes place thick. She’d been to the hospital many naïve. The bubble over your head says from the moment of birth to the age of times before. We did what we always “Nice fairy tale, but what about the three. But in most states, our kids can’t did- gave her a few hours in a warm harsh reality?” Currently our nation’s go to public school until they are five, bed, some antibiotics, a decent meal. health and health care systems are and, far too many of our kids continue But the next morning she had to go be- facing a raft of professional, political, to be exposed to adverse experiences cause the “rules” said our job was done.

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So she limped out the door, straight improve their care. Why can’t pediatri- want to give everyone who is eligible back into the dark tunnel of problems cians write prescriptions for parents for health care coverage the opportu- she faced every day: No home. No job. to read the Cat In the Hat out loud nity to enroll…And to make sure they Lousy food, and no family or friends to their kids? Or prescriptions to get know how to make the most of their to turn to for help. Our care ended at the kids off the sofa and jumping rope, insurance. We want to help people get the front door of the hospital, and that playing four-square, or anything to get the highest possible value for every is so short-sighted. What if instead of them moving for an hour every day? dollar they spend on getting healthy ushering her back into the cold, we When that light bulb clicks, we see and staying healthy. And help magnify could have asked what she needed to how deeply intertwined all of these healthy places and healthy practices keep from having to come back? And different forces are. And we understand across the country. We want to address then what if we set her up—linked her the prophetic role they play in our en- early childhood trauma—the roots of to those people or services? In fact, why tire nation’s health. There is an African violence—and health equity. And we can’t setting up patients with the help proverb that teaches “the wise aim at want to encourage businesses to take they need outside the medical setting boundaries beyond the present.” So the lead in investing in the wellbeing of be the fundamental goal of every visit? let me voice the Robert Wood John- the communities they serve. And this is not just an issue for the son Foundation’s idea right here, right Now, let me stop here for one mo- poor! Anyone with an aging parent, or now: That we, as a nation, will strive ment and share one of the convictions sick family member knows exactly what together to build a Culture of Health of the foundation that led us to these I am talking about. enabling all in our diverse society to key issues. We will never be a healthy That was my light bulb moment. lead healthier lives now and for genera- nation if we continue to be a violent And believe me, once that light of tions to come. one. Let me repeat that: We will never recognition turns on, you can’t help but But the truth is even though we be a healthy nation if we continue to see the connections everywhere you are the nation’s largest philanthropy be a violent one. The Foundation’s aim look. Think about our workplace cul- dedicated to health, we don’t make is to focus on the causes—and the long- ture and how it demands that we sit for policy. We don’t sell anything. And we term ramifications—of violence, how waay too long. What if we made our don’t deliver any healthcare services. adverse childhood experiences, and workday a little healthier by making The only power we have is to bring other forms of toxic stress, can lead to the automatic things we do just a little people with great ideas together with violence later in life. harder? Like creating incentives to park people who have the commitment, We also believe our society will not farther way from the front door. Or and the drive, to set a new standard of achieve a true Culture of Health if— taking the stairs. Or holding standing health for our all of our communities. through no fault of their own—some or walking meetings. That’s what we’re doing right here this Americans are faced with much greater Consider the neighborhoods where afternoon. That’s what’s going to make barriers to health than others. Personal moms don’t dare to encourage their a Culture of Health happen. Not me responsibility plays an important role kids to walk to school or play outside. standing up here talking about it. But in achieving and sustaining health. Why can’t we create human school you and others embracing the idea. There is no question in my mind about buses in places like that? The way they Studying solutions. Sharing your that. But nearly one in five Americans have in Kingston, New York, where findings. And cranking up the volume lives in neighborhoods with limited kids walk to school together as a group, on the nationwide call for change. job opportunities, low-quality housing, supervised and protected by adults, I’m looking forward to hearing new pollution, and unhealthy food options. all the while increasing their physical ideas and experiences from our panel- And that means the deck is stacked activity. ists today. To get us started, let me against them from the start. And what about the many health share the key issues that we at RWJF Now, I know that addressing all care providers who are doing the believe are vital to achieving a Culture of these issues won’t be easy. In fact, right thing by asking their patients of Health. Seven years ago, we com- we won’t ever build a comprehensive about their lives outside the clinic, mitted $500 million to reversing the Culture of Health if we just continue but just don’t know how to connect childhood obesity epidemic in Ameri- to tinker at the edges of our currents their patients to needed services in ca. And the good news is we’re starting systems. We have to make a seismic the community? In 2011, a survey of to see real signs of progress. Nation- shift in the way we all deal with health. 1,000 physicians found that 85 percent ally, the relentless rise in obesity rates And it has to come from the ground believe unmet social needs, like healthy for all kids has leveled off. And when up. And that is why I’m here. Because food, reliable transportation, and it comes to the youngest kids—the I know you aren’t about tinkering. You adequate housing, are directly linked to ones between two and five—the levels are about being bold. poor health. And, 4 out of 5 physicians are starting to fall. But the progress is You are about drawing new maps. do not feel confident in their capacity fragile, so we all need to keep pressing We need to change our expectations as to meet their patients’ social needs to the accelerator at full pace. We also a nation. And we need to recalibrate

CICERO 2015 36 CICERO SPEECHWRITING AWARDS our behavior as individuals everywhere In a growing number of communities physically active, but also teaches them across America across the country, people eager to turn how to resolve disputes peacefully –by So why do I think a shift of this ideas into action are already demon- playing rock, paper, scissors. And that magnitude is possible? Because it’s hap- strating what is possible. means they don’t bully. I love this pened before. And every time it’s hap- Many of you, I’m sure, have heard program because it doesn’t take a lot pened it’s grown from a single, good of a young entrepreneur named Re- of money. The kids use hula-hoops, idea.Back in 1970, the year Earth Day becca Onie. She established a program and jump ropes, and balls. Nothing was established, the word “recycling” called Health Leads that allows provid- fancy. But it makes all the difference in wasn’t part of our common vocabulary, ers to prescribe resources like food the world, because playing does a lot much less a part of our lives. But peo- and heat the same way they prescribe more than just burn calories. It’s criti- ple began asking why we were choking medication. And then college students cal for brain development, for learning our land and our oceans with plastic, help patients fill the prescriptions. The how to make decisions, for regulating glass, and paper that could be collected program has been so successful that in emotions. And it introduces kids to the and repurposed. And then they insisted May it was adopted by Kaiser Per- life-long joy of being physically active. on a change. Today, we almost auto- manente. Rebecca’s not the only one Now, none of these social entrepre- matically separate paper, plastic and doing this either. In Boston, the city is neurs I just told you about had millions glass. And one reason is because we’ve partnering with doctors in a program of dollars at their disposal when they made it easy. We’ve made recycling the called “Prescribe A Bike” that allows put their ideas into action. They didn’t default with recycling containers on people to sign up for a bike-sharing have any special standing, or extraordi- sidewalks, in stores, in schools, and in program for as little as five dollars a nary political clout. The only advan- offices. In fact, nowadays most of us year. And all across the country doctors tage they started with was the courage feel pretty guilty if we accidently toss a are starting to hand out “park prescrip- to question the status quo. And then can or bottle in the same container as tions.” These prescriptions actually they convinced others that they should our coffee grounds. I did it this morn- give patients directions on how to find be questioning it too. ing and quickly fished the can out! a safe park near their homes, and a list Of course, out in the business world A shift also happened when 911 of activities they can do there. it’s all about the bottom line. So, what came to be. Some of us can remem- Let me also tell you about the Rev. is the return on investment for health ber a time when there was no single Michael Minor. He heads a congrega- promotion? A 2010 study published in number to call in an emergency. tion in Hernando, Mississippi. And Health Affairs found the average ROI Patients didn’t get any first aid before not too long ago, he had the crazy from workplace health promotion pro- they were wheeled into the emergency idea that he would ban fried chicken grams was $3.27 for every dollar spent room. And the doctors at the hospital from church suppers, because he was if you consider medical expenditures. had no idea they were coming. But that tired of conducting funerals for people And, if you consider absenteeism, the changed when somebody came up with dying from avoidable diseases. Of average ROI was $2.73 for every dollar the idea of creating a single, univer- course, now that we’ve all spent a few spent. Now earlier this year, a group sal number to call, and a system for days here indulging in some delicious called the Vitality Commission—com- connecting first responders to medical deep-fried Southern cuisine, it’s not prised of people from private industry, workers at the hospital. Simple idea. too hard to imagine how unpopular public health, and academia—released Revolutionary change. Now, every the good Reverend’s decision probably a report detailing the importance of child in America learns how to dial 911 was. But Pastor Minor was committed advancing a Culture of Health in almost as soon as they become infatu- to leading his flock down a new path. American industry. One of the rec- ated with a mobile phone. And in some And today, not only do his church ommendations is to get corporations places you can text 911, too. suppers feature healthy pot-lucks, but to make health metrics a key part of So why can’t we make building a there’s also a walking track around the their corporate financial performance Culture of Health our next national building, and a blood pressure moni- reports, the same way they report on shift? Let’s make being healthy the tor in the lobby. And what’s more, Rev. sustainability. When I spoke to the default, so one day we will look back at Minor has created a curriculum to help leaders of the Sports and Fitness indus- America’s current state of health with other churches across the nation start try a couple of months ago, I chal- the same disbelief that our kids display health and wellness ministries. And lenged them to be the first industry to when they ask: “Is it true that people it has been adopted by the American start reporting health metrics. You may actually used to smoke cigarettes in Heart Association. want to go back home and issue the hospitals?” The famous science fiction Someone else who is spreading the same challenge to another industry. writer William Gibson said: “The good news of health is Jill Vialet. She We also know that one of the best future is already here. It’s just not is the founder of Playworks. Playworks predictors of health is education—so evenly distributed.” And that is true provides schools with structured play what does that ROI look like? This data when it comes to a Culture of Health. at recess which not only gets kids out of the University of Chicago and

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University College London examined cultivate a Culture of Health. Differ- more inclusive. And as a result, being three of the most successful early child- ent communities are going to build the as healthy as you can be has become hood intervention programs for at-risk Cultures of Health that serve them part of the city’s policy. It’s become children in America. It determined best. And that’s the way it should be. part of city planning. Part of the school that providing one of the programs RWJF has established a national prize curriculum. And part of the incred- to children under five would yield a to honor and highlight communi- ible come-back spirit that you can feel long-range return on investment for the ties that have placed a priority on the in every corner of this town. In fact, general public of $254 billion for boys, health of their residents. In each of the support for community health is and $154 billion for girls. This figure these places, ordinary people have so strong that last year New Orleans includes not just employment and driven the change by forming powerful was one of the winners of the first-ever productivity, but also reduction in crime partnerships with business, organiza- Culture of Health prize. Let me show and savings to taxpayers. In the state of tions, and government. And together, you a short video about what they’re Oklahoma, this really sunk in. A while as a community, they’ve made a deep doing here to build a home-grown back, parents began to ask why their commitment to stick with their efforts Culture of Health. kids had to live under the shadow of until they see success. These are the You can tell that film was made last statistics showing that vulnerable chil- 2014 winners of the prize [SLIDE]. year because—Karen DeSalvo is now dren who don’t get early intervention Now, remember that map of New serving as Acting Assistant Secretary are 25 percent more likely to drop out Orleans that I showed you earlier? for Health at HHS. Her immediate of school. Forty percent more likely to Well, there’s a lot of hope in this city role is to help with the government’s become a teen parent. And 70 percent right now that the stark differences response to Ebola. But you can rest more likely to be arrested for a violent in life expectancy that you saw will assured that later, Karen will be one crime. The state decided to take on the become a thing of the past—sooner of our strongest allies in the movement statistics by establishing universal pre-K rather than later. That’s because after to make the U.S. the healthiest nation that provides free schooling for all of Hurricane Katrina, public health in one generation. And that’s why I the state’s children, starting when they officials here decided one of the best know we can do it. As I said before. are three years old. The program has ways to bring their city back from the It’s not going be easy. In fact, it’s going become so popular that even though devastation of the storm was to rebuild to be hard. But if we combine passion Oklahoma is one of the most tax- New Orleans into one of the healthi- with purpose, I know we can raise the conservative states in the union, public est cities in America. And to do that, health of all Americans to the level that funding for pre-k has been repeatedly they built new partnerships between this great nation deserves. And when approved by Republicans and Demo- the City’s Health Department, schools, we do, we will, indeed, have a power- crats alike. That’s how a powerful idea businesses, and nonprofit organiza- ful story to tell. A story we can all start can unify people across the aisles. tions, partnerships that are more col- writing today. The truth is there is no single way to laborative, more evidence-based, and Thank you. WINNER: LEADERSHIP & MANAGEMENT “We Are Third”

By Maximillian Potter for John W. Hickenlooper, Delivered at the Columbine United Church, Governor, Colorado Littleton, Colo., April 6, 2014

want to thank the Reverend Steve place of worship. It is an honor. We met at the memorial service for I Poos-Benson for that introduction. I am also honored, and--frankly a Claire Davis, which had been orga- And I want to thank all of you. bit overwhelmed-- Rev. Poos-Benson nized by her parents, Michael and Anytime anyone invites you into their has asked me to talk the theme of… Desiree Davis. home, I believe, it is a special honor. …I AM THIRD. The simple, yet It was, of course, a time of sadness. It means, I think, that someone has profound phrase, which reminds us Michael and Desiree had lost their chosen to invite you into their lives, that we are all here to serve. And the daughter, Claire. into their family, into their sanctuary. topic of “servant leadership.” This mother and father had en- In this case, that is especially true. It seems natural to begin with how dured the sort of loss that few of us I am deeply honored that you have I first came to know Reverend Poos- can comprehend. invited me into your community and Benson late last year. But, for me, and I think for many of

CICERO 2015 38 CICERO SPEECHWRITING AWARDS us, I think that time was also a period My mother, she tended to my father. [EXPLAIN a bit about who she was of inspiration. During his last days he was bed-ridden. and her relationship to my mother.] In that moment of their own suffer- My mom was always tending to my And ANGIE, she began to pay for a ing, Michael and Desiree reminded us father. She would rarely leave his side linen service for my mother. that there was another family suffering: … ANGIE didn’t ask. She merely paid The Pierson family. They were also I was a kid. I had a school play. And attention, saw a need and she acted. enduring their own unique heartache I wanted my mother there. It was an incredibly thoughtful act and concerned for their child, Karl. I wanted her to come and see my of love. Angie, she didn’t realize it, but It was a time when Michael and play. through her act of kindness… Desiree showed incredible mercy and And there was this one day when … through her act of love, she was grace. she said she couldn’t make it. demonstrating leadership. Here we all were, trying to tend to She said that to me a lot during that At a time when my brother had their needs, and what we found was time when my father was ill. thrown me against a wall, and shaken they were tending to ours. I remember this one day vividly: me--literally [for a laugh]--into real- In that moment, by their example standing on the landing of the stairs to izing … of strength and enduring love, Michael our second floor … ... that life wasn’t all about me, but and Desiree Davis, showed leadership. and screaming at my mother be- rather life was about thinking about They put themselves and their own cause she was always spending so much others, I saw Angie. needs second to the needs of their time with my dad… Her empathy, her action, were ex- friends, family and their community. and I wanted to know, well, What amples to me. Not only that, by their actions, by about me?!?! Didn’t she love me? Or Her love showed leadership. organizing that memorial, they reached care about me? out and ministered to … And my brother came flying out of *** … so many thousands of people nowhere. He pushed me up against the who did not know them, but who in wall and he shook me. Too often in public service, the public mind and spirit had gathered around Grabbed me by the shoulders and, I service part of public service is forgot- them. mean, he SHOOK me. ten. Gets lost. At the time, and ever since, Michael He looked into my eyes in a way I How often does an elected official and Desiree said we are grateful for will never forget and he said, “How do talk about love? Or more importantly, your support, but you must also not you think that makes mom feel?” demonstrate love? forget our extended family who are …He said, “Don’t you think she Public service, to me, true public also suffering. wants to be able to be with you? Don’t service, is looking for those opportuni- That is extraordinary. you think she wants she and dad to be ties to provide linen service. Michael and Desiree, through their there?” Public service is not about getting Love and Leadership, are examples of Then there was Angie and the in the way and childishly saying, What theme we are gathered here today to Linen Service. about me? consider: I Am Third. One of my mother’s tasks SEVER- Leadership is, at it’s best, when it’s AL times each day was changing my rooted in love. *** father’s sheets. She was a small woman. Her nick- *** Servant leadership is an interesting name was Shrimpie. phrase, I guess, because it implies there And she would have to roll my dad At that time, late last year, when I first is some other kind of leadership. this way, then that way to remove the met Rev. Poos-Benson, and when I met But I don’t see it that way. To lead is linens. Michael and Claire Davis, our state to serve. And the linens were always in need had been through quite a bit. When I thought of that phrase of washing. It was a chore among her The politics of the state had become “servant leadership” I immediately so many chores. She never complained. so divisive. thought of when I was a child and be- She always said … Coloradans had endured multiple ing violently shaken. And [Angie?] and [Her quote about that God gives us fires. the Linen Service. time of sorrow, challenge, so that we Senseless violence. can appreciate the moments of joy and A flood. *** our times together that much more.] I had been to countless funerals. I So washing the linens took a lot of had visited countless people who had My father died when I was about time. lost people very dear to them. EIGHT years old from a terrible and And there was this woman, Angie, I was trying to make sense of it all. prolonged illness. in our lives. Why?

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I had visited people who had lost Incredibly, I had gone to try of be of events, we are reminded that to love is to their homes. service in any way to them, and the thing lead. I tried to be there for them. What- was … The trick is to be that way all of the ever that means. … they wanted to know how they time. I thought a lot about why? could be of service. To surround ourselves with communi- What was God up to here? SO many people from all over the ties like this one. To have people in our Upon reflection, I started to realize state wanted to be of help and of service. lives, like my chief of staff… that each and every time, what I found After each and every tragedy the … Roxane White, who when we most remarkable was in each of these people of this state came together. To forget, or get caught up in our daily lives, tragedies ... lend a hand. To be there. … who will shake us and look into our eyes … those who were most affected. In their own way, to provide linen and remind us to think about, how will Those people who had endured loss service. this affect others. and who I had gone and tried to be of Humans are remarkable. We were What I learned from my mother, from help to … created with this remarkable capacity to Angie, is that servant leadership is the … the incredible thing was they were love, to think beyond ourselves. only kind of leadership. the strong ones. They were the ones And I think one of the lessons I have Thank you for having me here. And who showed mercy and resolve and learned, or rather been reminded of, please, if you ever think I need some love. is sometimes when we are shaken by shaking, give me a shake. WINNER: PUBLIC POLICY “Building Cities on a Foundation of Cooperation”

By Bill Bryant for Myron Gray, Delivered at the Metropolitan Planning Organization’s President, U.S. Operations, UPS Annual Conference, Atlanta, Ga., Oct. 23, 2014

ood afternoon, everyone. It’s a percent of the developed world will be Urban areas growing at their pre- Gpleasure to be with you. urbanized. dicted rate of about 2 percent per year In the company of so many people Think about that. … While it took will double their populations in just 36 dedicated to the future of our nation’s all of human history to reach 3.5 bil- years. metropolitan areas, it’s fascinating to lion urban settlers, we’re going to add 3 At that rate, you can almost see remember that cities are a fairly recent billion more in the next 30 years. development taking place before your phenomenon. … Relatively speaking, There are many reasons why urban- eyes. that is. ization continues to gain momentum— Highways add more cars, green I’m certainly not the expert on not the least of which is that all of the space becomes the color of concrete cities that you are, but I did a little Starbucks are in cities. and what were once sleepy commu- research on the subject … just for this A more important reason is due to nities on the outskirts of towns are occasion. a unique human trait. It’s the ability to overtaken by new homes, offices and The first cities we know about were cooperate. That’s the theory put forth shopping malls. built around 2900 BC, in a region that in a recent issue of Scientific American Of course, all this comes under the is modern-day Turkey and Iraq. magazine. heading of growth and progress. But Before then, humans evidently spent According to the authors, we owe both are raising issues that are new to the majority of their time doing a lot our evolutionary success not simply us. They are demanding solutions that of hunting and gathering, but not to brainpower, but to our ability to remain elusive. much congregating. use our brains to cooperate with one The surge in urbanization … Of course, cities have never been another. meets the failing state of our surface more popular. Without cooperation, cities and transportation infrastructure … meets Currently, 54 percent of the metropolitan areas could not function. limited public funding. world’s population lives in urban ar- They would resemble Congress on a And there is a toll being collected eas. That’s up dramatically from huge scale. A scary thought. in everything from quality of life to 34 percent in 1960. In the future, cooperation will be even strength of the economy. By 2050, it’s predicted that 64 more important because there are going I believe social planners call it percent of the developing world and 86 to be a lot more of us living in cities. a “wicked problem.” One with

CICERO 2015 40 CICERO SPEECHWRITING AWARDS fast-changing, often contradictory re- networks is needed at the metropolitan arrives on time, undamaged and at the quirements—where solutions can cause and state levels. right price. changes that cause new problems. And we absolutely agree with you The ability to move packages and The wicked problem of rampant that there should be a public policy freight through different modes— urbanization and inadequate infra- focus on freight. from air to truck, truck to rail or air structure is driving a need for action You might expect me to say that, to ocean—is critical to our ability to that is running ahead of our ability to right? deliver goods in the most efficient, eco- respond. After all, every day UPS delivers nomical and environmentally friendly Every four years, The American more than 16 million packages to more ways possible. Society of Civil Engineers issues a than 8 million customers. The second thing people need to report card on the state of America’s It’s estimated that at any given time, understand … is that a focus on freight infrastructure. the economic value of the goods and means a focus on logistics. The transportation portions of the services moving in the UPS network You may have heard that at UPS we 2013 Report lay out the degree of our represents 6 percent of our country’s love logistics. dilemma: gross domestic product and 2 percent We love logistics because logistics Aviation—D. of global GDP. is the secret sauce that synchronizes Roads—D. But we need a focus on freight for transportation modes, technology and Transit—D. more than any self-serving reasons. data. Inland waterways—D. Simply put, the numbers demand it. But here’s the thing about logistics. Bridges and rail both outper- The Census Bureau says the U.S. Logistics can give us the most efficient formed—they got a C+. population will increase nearly 20 per- route between two points, but it cannot The Engineers Society says this cent by 2040. improve the underlying infrastructure depressing report card comes with a That’s one new person every 12 that makes that efficiency possible. big cost. seconds. For that, we need cooperation. … The sorry state of our surface With the average American requir- In the face of dwindling federal infrastructure will cost the American ing the movement of a staggering 57 funds, we’ve seen signs of cooperation economy more than $3 trillion through tons of cargo per year—everything on a smaller scale. Counties, states and the decade. from new cars and trucks to machin- regional authorities are finding ways to The report card, to be fair, does in- ery for factories, televisions, and smart generate their own funding sources. dicate that progress is possible. In four phones—our ships, trains, trucks, ports But upgrading our highways, air- years since the 2009 report, the cumu- and roads are going to get a lot more ways, railways and ports at the national lative grade for 16 areas measured has crowded. level is a bigger ballgame. And some- moved from a D to a D+. Synchronizing all of those flows of thing only Congress and the Adminis- So: how do we improve? commerce is what we do. To do it to tration can do. It starts with the work you do. the best of ur ability will require a lot Meanwhile, MPOs must be seen as Your long-range plans are what of cooperation, including from Con- the place where the most important creates the vision for transportation gress. transportation issues are raised. networks that support the growth and As you know, Congress has begun to MPOs need to make sure you’re vitality of metropolitan areas today recognize freight as a national priority. talking to the right people. And that and well into the future. Because it affects almost every one those people are hearing you loud and In that work, MPOs and UPS—are of us and is crucial to our economy, clear—especially when it comes to the on the same side of a number of criti- we would like to see Congress make an need for adequate funding … the need cal issues. even stronger commitment to freight. for faster project delivery and the need For example … Maybe if lawmakers and the public for local decision-making on projects We agree with you … that federal had a better understanding of the role affecting metro areas. funding should be increased to improve of freight, it would ease the way to Because until our nation’s infrastruc- surface transportation infrastructure greater cooperation. ture is upgraded, many of the gains we and ensure America’s competitiveness. Here are three things we believe make in logistics will be given back in We agree with you … that the High- more people should understand about inefficiencies. way Trust Fund should be maintained the freight business. The third thing … that’s important at sufficient levels to provide for a safe The first thing … is that the secret to understand is that weaknesses in our transportation network for commercial to moving freight efficiently and eco- freight infrastructure won’t be solved and public travel. nomically is the ability to shift between by an improving economy … or a We agree with you … that a mul- modes. patch here and a fix there. timodal freight program with suffi- Today’s consumers don’t care how We need a new approach to ad- cient revenues to improve intermodal a product gets to them as long as it dressing problems in the nation’s

VSOTD.COM 41 freight transportation system infra- York, Dallas, Phoenix and Atlanta … Because in our business, time and structure. on the same day. miles are big money. This is a system that was built in We’ll probably surpass those How big? … A reduction of just one silos and stitched together over the numbers this year. Our estimate is mile a day per driver saves the com- course of decades. that we’ll delivery 485 million pack- pany as much as $50 million. Highways were built to connect with ages during our peak season, from As it turns out, according to ORI- highways … railways with railways. Thanksgiving through the first week ON, the number of possible routes for Congress has tried to link them in January. a driver making 120 stops in a day is together, but it’s still a patchwork. To handle the volume—not just 199 digits long. That’s 13 numerals fol- The failings of that patchwork are during the holidays but every day of lowed by 183 zeroes. obvious to all of us. the year—we use practically every The number exceeds the number of Crumbling roads … collapsing available mode of transportation. nanoseconds that the Earth has existed. bridges … eroding dams … and aging We started this business 107 years ORION—which stands for On- airports. ago delivering messages on bicycles. Road Integrated Optimization and Of course, these same roads, Today we have a delivery fleet of Navigation—is one of the great ex- bridges, dams and airports were once more than 96,000 commercial vehicles. amples of Big Data at work. shiny and new –some were marvels of We have one of the world’s largest ORION uses 1,000 pages of code their time. airlines, with more than 560 aircraft. to analyze 200,000 possibilities for each But for many, their time has passed. We use tuk-tuks in Asia … and gon- route. It’s not an issue of rebuilding them. We dolas in Venice. Even the occasional It does all that in real time and de- can’t even afford to maintain them. bicycle. livers the optimal route in about three In many regions—especially older We have an extensive network of seconds. cities in the Northeast—transportation ocean intermodal connections. By the end of 2013—after being funds are barely meeting maintenance And we’re one of the largest cus- applied to just 10,000 routes—ORION needs for the infrastructure we already tomers of America’s freight railroads. had already saved 1.5 million gallons have. As packages and freight move along of fuel and 14,000 metric tonnes of I know that Congress has heard the supply chain, we collect and crunch CO2 emissions. from AMPO on this subject numerous more numbers than you can imagine. Needless to say, we’re working hard times. All to become more efficient and create to deploy the system to as many of … And that some AMPO members more value for our customers. our 55,000 North American deliv- have developed their “disinvestment” Every day our engineers and experts ery routes– and then the rest of the lists … bridges and roads projects that work to shave just a few seconds off a world—as quickly as possible. can be abandoned as the money dries route, off a package sort, off a driver’s But not even ORION can solve all up. single movement. of the problems that threaten efficient Congress, of course, is divided over If there’s a greener or more time freight movement. how to fix it. efficient way to do something, we’ll Traffic congestion … bottlenecks The only policy approach is to take find it. in the rail system … unpredictable a long-term, coordinated view of how That’s how we arrived at a pro- weather. Every obstacle that slows different transportation modes can prietary technology platform called freight reverberates through our net- work together. ORION. work with implications to our custom- The only workable solution is to ORION is one of the most com- ers, their customers and to the U.S. transform our infrastructure from a plicated things our company has ever economy. patchwork to a network. tackled. Because of the work we do, we do At UPS, we know the power of But it started with a simple question: battle with the infrastructure every day. networks. What is the absolute best way to get • The lack of long-term planning to We’ve been working on ours for from Point A to Point B? … It’s the old link intermodal connections. more than a century. traveling salesperson’s riddle. • An antiquated air-traffic control As we approach the holiday season, We know that one of our drivers system. we’re gearing up to handle what will typically delivers to about 120 locations • The lack of commitment to probably be record volume, thanks to per day. adequately finance the Highway Trust the explosion of e-commerce. Between any two of those stops, Fund. On six days in December last year, there are an almost unlimited number • A crumbling surface-transporta- we delivered more than 25 million of available routes. tion infrastructure. packages. Each day. Of course, we want drivers to take • Too few trade agreements. That’s like delivering a package to the best route, which is the most ef- • Customs delays for commercial every man, woman and child in New ficient route. goods entries.

CICERO 2015 42 CICERO SPEECHWRITING AWARDS

That’s just the short list. But you get ditional tax revenues exclusively for It’s a big job. the picture. highway spending programs to bolster By facilitating the collaboration of When you think about it, our prob- the Highway Trust Fund. government, business and the public in lems are America’s problems. Because • Congress should even consider the planning process, you’re creating a when and where U.S. capacity to move alternative funding mechanisms, such shared vision for the future of our na- goods suffers—so does U.S. competi- as mileage-based user fee programs tion’s metropolitan areas. tiveness. and tolling authority for new highway You deserve the help and coopera- So what will it take to move freight capacity. tion of all stakeholders. transportation into the 21st century? • We need the approval of several Daniel Burnham, the American Here is a summary of the policy free trade agreements that are now on architect and urban designer who cre- changes we believe would make the the table with negotiators in this coun- ated master plans for Washington D.C., system more efficient and America try and elsewhere. Chicago and Manila, once said this more competitive. Many of these policy changes will about your jobs: • We must link different transporta- take significant resources and years to “Make no little plans,” he said. tion modes together, moving from a implement. “They have no magic to stir men’s silo-ed approach to one that is seamless Others could be accomplished blood and probably themselves will not … from a patchwork to a network. more quickly. Such as increasing the be realized.” • We need greater centralized coor- length—but not the overall weight—of We all need to think bigger—more dination in transportation policy, not a trailers from 28 ½ feet to 33 feet in creatively and more cooperatively. scaled back federal role. twin-trailer configurations. We need to remember the days Some in Congress have pushed to But all of these solutions are tied to- when great cities were taking shape to delegate the federal transportation pro- gether by a single, critical reality. None meet the challenges of modern urban gram to the states. We think this would is possible without cooperation. areas. be a mistake because it would remove I want to close by thanking AMPO We need to make big plans and the national purpose for a transporta- for the opportunity to be with you think in terms of big solutions. The tion system. today. strength of our economy and the qual- • We also need to increase the I also want to thank you and your ity of our lives demand nothing less. federal motor fuels tax and index it to organizations for the work you do to Thanks. inflation. keep America moving … and moving • We support dedicating these ad- in the right direction. WINNER: TECHNOLOGY “Preventing the Boom”

By Antonie van Campen for Tom Middendorp, Delivered at the opening of the Joint Deployable Exploitation and Chief of Defence, the Netherlands Analysis Laboratory, Soesterberg, the Netherlands, Nov. 4, 2014

olleagues, Ladies and Gentlemen, you get that sulfur, that smoke smell...” Others, like the Dutch corporal Den- C A US soldier, who survived Ladies and Gentlemen, this soldier, nis Van Esch. I know him personally seven bomb attacks in Afghanistan, this man, survived. And he was able because I happened to be commander once described his experience to a to tell the news reporter what it’s like in Uruzgan when he was injured. reporter of ABC news. when a bomb explodes almost right Dennis could have been one of He said: under your feet. Many soldiers, how- these soldiers you see on the photo- “It’s nothing like you see in the ever, cannot tell what it is like. Because graph behind me. He was also patrol- movies. You see a flash, then you hear they did not survive. ling the streets and fields of Afghani- this loud, hollow boom. It shakes your Sadly, the statistics support that. stan with his buddies. Until he was whole body. It shakes you to the core. According to the website ICasualties. hurled out of his armoured vehicle You feel the compression, you feel org almost three thousand Coalition when a bomb exploded. This was on the shock wave. Dirt flies, rocks fly, all soldiers lost their lives in Afghanistan, the 20th of June, 2009. kinds of stuff flies around. It sucks all because they fell victim to what we Dennis went into a coma. His legs the air out. You’re deafened for a time know as Improvised Explosive Devices. were irreparably injured, his jaw was period, confusion, ears ringing. And Many others were badly injured. fractured, he suffered a loss of kidney-

VSOTD.COM 43 function, as well as brain damage. The institution described our battle once as 13 years at war, will not be in vain. surgeons did not expect him to survive. “hide and pray: hiding behind more After all, ladies and gentlemen, our After several days Dennis was armour, and praying that there is a battle is still ongoing.The fact that the evacuated to the Netherlands, so his technical solution to all this.” ISAF-mission is coming to an end, family could say goodbye. But miracu- He was right. Partly. Partly, because does not mean that the IED threat will lously, he survived. After ten weeks in this fight is about more than just im- disappear from our battlefields. IEDs coma, Dennis woke up! proving our protection. will continue to be a weapon of choice That was five years ago. And up to In Afghanistan that became very for insurgents, terrorists and criminals this day he is still recovering. This is clear to us. It became clear that we across the globe. him [showing photo]… All that is left should not only spend time right of the Last week I was in Mali, and I found of his legs are two short stubs. boom, but also move left of the boom. that this threat is on the rise there as Today, Dennis is proving that life Meaning that we should go after the well, already taking the lives of several goes on after devastating injuries. A life guys who are building these bombs. soldiers… Why? Because IED’s are worth living. A different life. Not fight- After all, there are financers, there simple to produce. Because the knowl- ing enemy combatants, but fighting a are people who supply and build IEDs, edge and the components are easy to long battle to overcome his injuries and people transporting them, placing obtain. Because it is a cheap and a low- to give new meaning to his life. them and people detonating them. risk weapon, with a high impact. Ladies and Gentlemen, it is on Mapping out this network—and Consequently, IED’s will not easily behalf of Dennis and all wounded thus being able to interrupt the pro- disappear from the scene, and technol- warriors, and on behalf of all the duction process—should enable us ogy and tactics will continue to evolve. other men, and women who dedicate to prevent IED attacks in the future. Just as enemies will continue to seek to themselves every day to peace and Intelligence, that is what it is really all overcome our countermeasures. security—in the Netherlands, and else- about. As Sun Tzu stated centuries We cannot accept this. This work is where- that I’m standing here today. ago: “if you know your enemy and about preventing our men and women It is my—no our—responsibility to know yourself, your victory will not from being killed or injured. keep them safe. But, as we all know, stand in doubt”. But it’s more than that. It is also Improvised Explosive Devices are very That is why in 2011, the contribut- about preventing potentially decisive hard to counter. Not only because they ing member states under the leadership secondary effects. After all, each soldier can take so many forms, but also be- of France, developed the Multinational killed is one too many, but it also affects cause they are continuously developing. Theatre Exploitation Laboratory Dem- the morale of the units and the public I remember being engaged in an onstrator in Afghanistan. perception of the mission. Therefore unending cycle in Afghanistan; it This laboratory consisted of a we must act. was—and still is—an arms race. number of standard ISO containers, Today we demonstrate that we are When we found ways to defeat the jammed with forensic equipment to able and willing to do so, that we are early microwave triggering devices develop intelligence for our local com- able to take action before the next for the bombs, the insurgents created manders. brutal attack. Let us continue to do so more sophisticated triggers. When we And now—thanks to the participat- in the future! Let us keep detecting and figured out how to defeat the new mo- ing member states and the European attacking IED networks. So we can stay bile phone driven triggers, the enemy Defence Agency—its equipment will ahead of this deadly game. started to employ infrared triggers. be stationed here, in the Netherlands. For wounded warriors like Den- When we placed heavier armour on Now known as the Joint Deployable nis, and for generations of soldiers to our vehicles, the insurgents increased Exploitation and Analysis Labora- come. So they are able to win any fight, the explosive power of the IEDs. tory—JDEAL. and to keep doing the extraordinary Let me tell you: IEDs may be a JDEAL will ensure that our capabil- things that only soldiers can do in the “poor men’s weapon”, it is a painfully ity, and the experience we gained in fight for peace and security. hard tactic for any military to defend Afghanistan, will continue to be used. That is what it’s all about. against. So our lessons-learned on countering Thank you. An expert at a military academic IEDs, earned in blood during the past

CICERO 2015 44 CICERO SPEECHWRITING AWARDS WINNER: AWARD ACCEPTANCE “When You Come to a Fork in the Road, TAKE IT!”

By Teresa Zumwald for Chad Delligatti, Delivered at the 2014 Julian Marcus Lifetime Achievement Award President, InnoSource Ceremony, The Ohio State University, Columbus, Ohio, May 12, 2014

hank you, Chuck White—the very old—Clara Barton co-founded the deep in the trenches, digging for gold. Tfirst recipient of this award. American Red Cross. It was the tireless work of our board Thank you, Brett Johnson—our And what’s even more remarkable? members, and many volunteers, who board president. For 23 more years—until she was 83 pulled it off and made it happen. And thank you, Dr. Carol Ventr- years old!—Clara Barton continued to That included people from our own esca—our current and most amazing lead the American Red Cross, providing staff at InnoSource, like Rebecca Heslep executive director! compassionate care to people in need. and Elizabeth Flaherty, who helped set I admire and respect your leader- Like the American Red Cross, up and run the event. ship. I feel grateful and blessed by your Employment for Seniors helps people The dollars we raised were significant friendship. And I appreciate your pas- facing difficult circumstances through for this reason: They were the first that sion and your vision to make Employ- no fault of their own. didn’t come from an agency or founda- ment for Seniors the premier resource And that’s the reason why, in 2003, tion grant. for mature job seekers in Central Ohio. I accepted Rocky Parker’s invitation to Over the years, there were many Thank you all for choosing to be join the Board of Trustees. more events that ultimately got us on here this morning to celebrate the 2014 Employment for Seniors was facing a stable financial ground. Legacy Awards Program. crisis and needed help. Everyone was fully committed to I am deeply humbled by this rec- Funds were drying up. keeping Employment for Seniors alive ognition and by this incredible award, This organization could no longer by creating a steady, sustainable, income which keeps alive the legacy of our sustain itself through grants alone. stream through more fundraising. founder Julian Marcus, a retired busi- We had reached a fork in the road. I remember plenty of long days with nessman from Bexley with the will and Should we consolidate our operations Gene Gabalski, our former treasurer of the energy to change things in Central and merge with another organization? the board, who ran and re-ran the num- Ohio. Or figure out how to stand alone—and bers constantly to keep us on track. I never knew Mr. Marcus. try to grow? But the golf tournament was the He died in 1982, a decade after The board had a difficult choice to event that got us started, and proved to establishing this organization. make. everyone that YES! We can do this! But what I do know is this: Mr. But there was no track record. No Today, fundraising is a mainstay at Marcus believed that older workers crystal ball. And no guarantee of suc- Employment for Seniors, embedded are productive, dependable and still cess. into the very fabric of this organization. talented—and have an important place It was unfamiliar, uncomfortable In fact, today’s Legacy Awards in the work world. territory. Program is our major fundraising event That’s why he was so persistent, and So we looked to the wisdom of base- every year. So I thank you personally for so passionate, about helping people ball great Yogi Berra, who once said, your support. over the age of 50 discover their hidden “When you come to a fork in the road, The 5K Run in November is another talents—and find meaningful work. TAKE IT!” fundraiser, and Carol tells me this year And the board did. will be even bigger and better than last # # # We agreed to stand alone—and to year. raise money by planning and hosting Even our career expo in August, an So if you’re 50 years old—and you’ve special events with the help of corporate educational and recruiting event for already worked for 30 years—what sponsors and individual donors. more than 600 job seekers, is an op- ARE your opportunities? My role was to champion our first portunity to raise funds from partners, For that matter, if you’re 60 years event: a miniature golf tournament at vendors and sponsors. old—and you’ve worked for 40 years— Magic Mountain, complete with spon- Because of these events, and your what’s left for you to do? sorships and raffles. support over the past decade, more Clara Barton knew what to do. The Board of Trustees, which used to clients get our free services, and more Because 133 years ago today—on be an advisory board, suddenly became employers get free access to an amazing May 21, 1881, when she was 60 years a true working board: sleeves rolled up, talent pool.

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# # # than 1,000 new positions and provided Maybe you’re an employer who’s more than 6,000 job referrals. never connected with Employment for A minute ago, I told you the reason This is amazing! Seniors—but could benefit from a pipe- I said “yes” to Rocky Parker, and de- To do this work, we rely every day on line of experienced talent. cided to help Employment for Seniors many partners. This morning when I checked, in the first place. Plus, we have cultivated hundreds of there were 166 active jobs on our Job It’s because I have a soft heart for individual and corporate donors to our List. I wonder if we could double people facing difficult circumstances cause. that number if every employer here through no fault of their own. That shows you what the collective today would go online and post their Plus, my company, InnoSource, has power of commitment, partnerships available jobs on the Employment for human resources expertise that I could and fundraising can do. Seniors website? bring to the table. But Employment for Seniors is about Or, maybe you’re someone who has But that’s not the whole story. much more than just numbers. witnessed firsthand the loss of self-confi- Rocky’s 2003 invitation came two It’s about our volunteer job counsel- dence felt by a displaced older worker— years after the September 11 terrorist ors like Jack Russell, someone I used to and you are moved to make a difference attacks. see all the time. Jack has since passed by making a financial contribution. By then, 2.5 million people in this away, but he was a rock for the people country, many over the age of 50, had he counseled, helping them navigate all # # # lost their jobs. the unknowns. That included members of my fam- There is no greater gift you can give Whatever your motives, whatever your ily, and fathers of my friends. someone than the gift of self-confidence, talents, whatever your gifts: I hope you So I saw what happens to people and Jack did just that. will make today the day you decide to over the age of 50 who were displaced, He helped people regain their dignity get connected—or reconnected—to but still wanted to work. and their self-respect—as well as a job. Employment for Seniors. In fact, they still needed to work— Employment for Seniors is about or- I’ll be doing that in June, during a not only to support their families but ganizations like the YMCA in Gahan- strategic planning session with former also to keep a meaning and a purpose in na, which call Employment for Seniors board members, to determine how their lives. their first resource whenever they need Employment for Seniors can help clients I saw for myself the havoc that a job good people. and employers even more. loss can wreak on breadwinners and And we’re also about people like After all, there is so much more to do. families through downsizings and right- Carol Gilmore, who’s raising her two But I continue to be inspired by sizings, mergers and acquisitions. grandchildren on her own, and found people like Julian Marcus, our founder, Circumstances beyond a person’s a job at the Columbus Sign Company and Clara Barton, co-founder of the control. through Employment for Seniors. American Red Cross. I felt a deep compassion for these I believe Carol is with us today, along Both of them were humanitarians in men and women who were stunned, with her supervisor, Carol Saylor. Would every sense of the word. lost, alone and afraid, paralyzed with you both please stand and be recognized? I’m convinced that if Julian and fear by their own new fork in the road. Clara had ever crossed paths, they Many of them had worked at the # # # would have been kindred spirits: Julian same place for 30 years, so they had applauding and supporting Clara’s ef- no resume. No interviewing skills. But Employment for Seniors is also forts to lead the Red Cross every step of And often no experience with new about people like you, who can make a the way—from her start at age 60, until technology. choice to advocate for the mature job her retirement at age 83—an incredible, As we know, many people identify seeker. 23-year run. themselves based on what they do. So I guarantee that each and every one Let us all do the same, applauding if they lose what they do, they also lose of you here today has something to of- and supporting efforts by Employment who they are. fer to help Employment for Seniors. for Seniors. That’s why I decided it was worth Helping others is the surest way to Let us work together to make sure the fight to help keep Employment for help yourself, because if you are not the greatest generation in Central Ohio Seniors whole and healthy. already over the age of 50, you will be right now—thousands of traditional- And just look at the numbers: some day. And you just might find your- ists and baby boomers with skills to use, • Ten years ago, we served 600 clients self out of work and seeking a job some young people to mentor and contribu- and made about 200 job placements a time in the future. tions to make—can continue bringing year. Maybe you’re an HR professional— value to our workplaces, to our econo- • Ten years later, in 2013, we served retired or still working—who can donate my and to our lives. more than 4,500 clients, listed more time as a Volunteer Job Counselor. Thank you.

CICERO 2015 46 CICERO SPEECHWRITING AWARDS WINNER: COMMENCEMENT/CONVOCATION ADDRESS CATEGORIES “Forever, Go Blue”

By Kim Clarke for Mary Sue Coleman, Delivered at Commencement Exercises, President, University of Michigan University of Michigan, Ann Arbor, Mich., May 3, 2014

ood morning! greatest impression on me. You have student government president whose G Graduates, congratulations! made me smile, you have inspired, and, agenda was fairly customary: better You did it! yes, you’ve been an occasional source dorm food, more liberal housing ar- Just as remarkable as today’s gradu- of frustration. rangements, and lower tuition. ates are the families, for the uncondi- More than anything, you have made What set Chris apart was the fact he tional love and encouragement they a permanent imprint on Michigan is a gay man. That made him a target. have provided through the years. and its role as one of the world’s great He became a national news story I want to thank these parents and public universities. because of the very public bullying he grandparents. Your children are amaz- Fifty years ago, in this stadium, endured. ing. Thank you for sharing them with President Lyndon Johnson stood before Through it all, he remained true us, and in doing so, enriching our the Class of 1964 and shared his vi- to himself and true to Michigan, and University. sion of a great society. He spoke of chose to speak out for equality, toler- Graduates, please join me in ap- vibrant, muscular cities; of unspoiled ance and compassion. plauding your families for everything waterways and clean air; and of public He let it be known that an offense they have done to make today’s cel- schools where every child, regardless of to one is an offense to all. Armed with ebration possible. Let’s give them the income or neighborhood, received an dignity and education, he prevailed. ovation they deserve. exceptional education. I don’t think I’ve ever been prouder Graduates, today is the last time you “You have the chance,” the presi- of a student. walked into the Big House as a Michi- dent told students, “never before I remember Denard Robinson, for gan student. afforded to any people in any age. his artistry here on the Michigan Sta- When you leave, you will leave as You can help build a society where the dium turf, but more for his joy of being alumni. You say goodbye to a period demands of morality, and the needs of a student. A year ago at this time I ran in your life that can never be repeated the spirit, can be realized in the life of into Denard and his family after com- and will always be remembered for the nation.” mencement. He was showing everyone both its rigor and its freedom. There was a reason President John- the campus, and he asked me to join in How many times this past year son chose Michigan for proposing such a family photo. have you reflected on your career at an ambitious agenda. He knew—as we I have never, ever, seen a student- Michigan? Where you found yourself all do—that Michigan students make a athlete embrace the collegiate life with thinking: difference. That morality and spirit are greater gusto. This is the last time I’ll cross the at your core. His enthusiasm was infectious, and Diag. Students have shaped this univer- he made all of us love Ann Arbor just a This is my final bus ride to North sity’s impact for decades. little bit more. Campus. They worked to plant the first trees I remain inspired by Mohammad This is the last time I’ll spin the on the campus. Dar, who was the first in his family Cube. They welcomed a Latino student to attend college while his four older I know the feeling. who had been rejected elsewhere be- brothers each went to jail. Paying We are leaving Michigan together, cause of his skin color—in 1877. for college was a struggle. His father graduates, you and I. Where you are Students are responsible for the declined health insurance and instead embarking on a first job or an ad- block M on the Diag, for co-ed living used the extra dollars for his son’s vanced degree, I am concluding 45 in the dorms, for demanding greater education. years in higher education. diversity … and for better seating at It was a choice that proved fatal. He I could not be more honored than home football games. died from cancer during Mohammad’s to have my final commencement as a I want to single out some students junior year. university president be with you, the who, in my time on campus, have ex- How did Mohammad Dar respond Class of 2014. emplified what it means to be engaged to this terrible blow? He chose to help For all my time at Michigan, it is and in the fray. others by leading the Michigan Student you, the students, who have made the I think of Chris Armstrong, a Assembly. He traveled to Lansing to

VSOTD.COM 47 argue for more state support of higher advice on this special day. I should it deep into the left field bleachers. education. He made it his work to give encourage you to always exercise the What a moment. Rounding the back, and continues that selflessness critical thinking you learned here, and bases, hearing the screams, knowing today as a physician. give back in the spirit of service that you just helped deliver the 2005 na- I admire students like Courtney has long defined our university. tional championship—the first-ever for Mercier, Andre Wilson and Daniel But I don’t need to tell you that. You Michigan’s softball team. Morales, who pushed us—and pushed will do well, and you will do right, no It was so Michigan: us hard—to be a better university. matter the paths you forge. The competitive spirit. Courtney was incredibly persuasive Instead, I want to thank you. The profound sense of accomplish- in her demands that we be greener, Thank you for making the Univer- ment. and she drove our sustainability initia- sity of Michigan stronger and smarter, The reward of helping others be the tive. Andre advocated better health for helping us to be more innovative best. care for graduate students. Daniel was and creative. And the unbridled joy of being a relentless about tuition equality for Thank you for being the talent Michigan Wolverine. undocumented students. our society turns to for better schools, The University of Michigan is a These students gave the Univer- healthier communities, and effective university of students who want the sity of Michigan a stronger climate technologies. best. of inclusion, a greater respect for the And thank you for making my time You are Courtney and you want a environment, and increased awareness as president the most fulfilling work of healthy planet. about the economic and legal chal- my career. You are Andre and you want equal- lenges facing today’s families. I began by saying we are all experi- ity and inclusion. Deans, administrators and regents encing a bit of nostalgia, of knowing You are Mohammad and you want revise rules and create policies. But it our Michigan moments are becoming affordable education for all. is you, our students, who hold our feet fewer and fewer. You, the Class of 2014, are our to the fire. You move the conversation. This is my last student story. collective hopes as a society. With You make change with your powerful It is the 10th inning of the deciding your dreams and discoveries, you will arguments, your tireless commitment, game in the College World Series. The change the world more than you ever and a thoughtfulness that surpasses game is tied, two of your teammates changed your university. your years. are on base, and you step to the plate. And that is a graduation gift for all These are the characteristics of You are a freshman. A national of us. Michigan graduates, and they will television audience is watching you, For today, goodbye. serve you well as you move forward and only you. For tomorrow, good luck. with your lives. Samantha Findlay does not blink. And forever, Go Blue! As president, I should be giving you Not only does she hit the ball, she drives WINNER: DEDICATION/GROUNDBREAKING CEREMONY “Honoring Those on Eternal Patrol”

By Greg Lemon, for Joe Heck, Delivered at the Submarine Veterans Base Memorial Dedication U.S. Representative (R-Nev.) and Southern Nevada Veterans Home, Nov. 11, 2014

t was called the Great War. 2 decades later, the world was again Weeks’s idea became a reality and I Never before had so many na- mired in conflict. his belief, now shared by the nation, is tions, on so many battlefields, with so Following the Second World War, a what we are called to remember today. many men waged such a long, violent, veteran of that conflict named Ray- destructive war. mond Weeks had the idea to change *** When the Armistice went into effect Armistice Day to a day celebrating all on the eleventh hour of the eleventh day veterans. Of course, the concept of honoring of the eleventh month, it was regarded He believed that that all veter- our veterans was not unique to the as the end of the war to end all wars. ans—regardless of rank and nature of 20th Century. But as we all know, it was not the service—should be recognized for their As far back as the American Revolu- war that ended all wars. Just over service to the nation. tion groups such as the Society of the

CICERO 2015 48 CICERO SPEECHWRITING AWARDS

Cincinnati were formed to remember That devotion is what we are called man as I read you a few lines. fallen comrades and advance the ideals to remember today. So, heavenly Father add his name to and values of the Revolution across the roll of our departed shipmates still America. *** on patrol. In the wake of the Civil War the Let them know that we who survive Grand Army of the Republic brought When you walk amongst the monu- will always keep their memories alive. together men who shared common ex- ments of this cemetery and read the Those memories are what we are periences on battlefields like Antietam, names and look at the dates of service, called to remember today on Veterans Shiloh, and Gettysburg. you cannot help but be overcome with Day. Out of that great family struggle a feeling of gratitude for the devotion was also born the Arlington National of those individuals. *** Cemetery, which today is the final One such monument is the USS resting place for more than 14,000 CORVINA SS-226 Memorial. I am so proud to represent the veteran veterans. The CORVINA and her crew were community of Nevada’s Third District There are now nearly 150 nationally lost in the waters south of Truk La- and will always support you in every recognized cemeteries and dozens of goon nearly 71 years ago. way that I can. state cemeteries for veterans like this They had departed from a still-re- Today is a day not just to recognize one, the Southern Nevada Veterans covering Pearl Harbor to take the fight our veterans but also their families and Memorial Cemetery. to the Japanese fleet in Pacific. our surviving spouses. All of them play What was recognized at the time of It is believed they were engaged and an integral role in our national secu- the Civil War is no less poignant for sunk by Japanese sub number 176 on rity—whether it be on the battlefield or us gathered here today: the men and November 16, 1943. on the home front. women who have fought and bled for They no doubt fought to the last Let all of us gathered here today our country deserve to be buried in a and went down embodying the Sail- resolve to take advantage of the op- place of honor. or’s Creed to “represent the fighting portunities given to us by those who At Arlington, funerals proceed at spirit of the Navy and those who have went before us and do all that we can a rate of more than 20 per weekday gone before me to defend freedom to ensure they are passed to the next with grave sites flanked by proud but and democracy around the world.” generation of Americans. saddened family members and thankful On board were 82 souls. 82 sons I thank you. members of the military. of the United States Navy. 82 willing May God bless and keep safe our At the end of the funeral a family to make the ultimate sacrifice for our men and women in uniform—no member gingerly receives a precisely country. 82 names now etched on a matter where they may serve, may His folded American flag….and every fold monument. loving arms embrace and protect their of the flag has a meaning. When a submarine is lost at sea, it is families, may He continue to watch The third fold is made in honor and said to be on Eternal Patrol. over our veterans and survivors, and remembrance of the veteran departing And the sailors who man these ves- may His face continue to shine on our ranks. It recognizes that the de- sels often times have specific prayers the greatest nation on His earth, the ceased devoted a portion of his or her they say on occasions such as today United States of America. life to the defense of our country. and I hope you will bear with an Army

VSOTD.COM 49 WINNER: EMPLOYEE MEETING “It’s Our Company Now”

Written and delivered by John Santoro, Delivered at Pfizer Medical Leaders’ Meeting, Senior Director and Executive Speechwriter, Pfizer Pfizer Training Center, Rye, N.Y., Dec. 4, 2014

hank you, Pfizer. I’m honored to but thankfully healthy. Paula, 4 pounds, terized by abnormally high levels of Tbe chosen to offer this “patient 2 ounces at birth…was nearly a half- cortisol—the “stress” hormone. perspective” address. I come at this pound larger than Mike. The big question: What was the ori- challenge from two very personal That difference in size did not last gin? The brain? Or the adrenal glands points of view—as a patient, and as long. Mike grew much faster than themselves? veteran of the pharmaceutical industry. Paula. By age 7, Mike was approach- Paula had a rare disease, but it It is a little weird though—a speech- ing the top of the growth chart. Paula was more than that. It was ultra-rare. writer giving a speech. wasn’t even on it. Hyper-rare. “PowerBall-winner” rare. I can’t even use my usual line: If After consulting with her pediatri- She was literally one in a million. the speech goes well, it’s because it was cian, we decided to try growth hor- Fewer than 300 cases of her type had beautifully written. mone. Six shots each week, for a year. been identified. And if the speech goes badly—cer- The initial results were encouraging, We would learn the hard way that tainly, the speaker departed from the but over the year, Paula’s growth rate there’s no real playbook in grappling script! slowed. Then, it stopped. with a hyper-rare disease. This one’s…on me. More troubling, she had signs of You are largely on your own. You (PAUSE) much more serious endocrine issues. can only hope that someone else out How many of you have ever had a Despite a healthy diet and good there is interested. moment so happy that you remember exercise, Paula rapidly gained a lot of (PAUSE) every second of it, playing out in sweet weight, especially around her abdo- Thanks in no small measure to slow motion? men. Pam, the Chief Medical Officer of our (ENCOURAGE SHOW OF Her face, always elfin, became much family, we found out that the NIH was HANDS) rounder, moon-like. interested. Such was my experience 14 years She started having adolescent acne Realistically, they were the only ago today, December 4, 2000. at age eight. medical experts with some measure of That’s the day my wife… Pam… We asked for a consult with a experience in treating Paula’s condi- and I returned home with our 10-year- top endocrinologist, and got one at tion. old daughter, Paula, after a month-long Columbia-Presbyterian. She put Paula In the fall of 2000, Pam took Paula hospital stay at the NIH. through a battery of exotic tests, some to Bethesda—to the NIH clinical hos- Paula had made it through a four- of them difficult and invasive, one of pital—for three weeks of heavy testing. hour operation to remove her adrenal them requiring anesthesia. They returned home with a diagno- glands, and after that, a serious pancre- The results were inconclusive. No sis and a plan of action. atic infection. smoking guns. The diagnosis: Partially Pigmented My parents had decorated our We would later learn that the results Adrenal Nodular Disorder, character- house for the holidays, and we stepped of endocrine tests could vary wildly. ized by Pediatric Cushing’s Syndrome. inside to their cheers. Paula could present as normal one day, Cause: unknown, probably a one-off Paula’s twin brother, Mike, hugged and be ten times normal the next. genetic mutation. her tightly. In her eighth and ninth years, Paula Treatment: surgical removal of the We all believed we were at the turn- continued to show signs of a body go- adrenals, followed by a lifetime of oral ing point of a three-year journey to ing haywire. cortisol. solve a medical mystery—one that had Her energy levels dropped to the Prognosis: good, if surgery was suc- profoundly affected the appearance point where was worn out by the daily cessful. and health of our brilliant and beauti- activities of life. (PAUSE) ful girl. More alarming, she showed signs of We consented to surgery, and one Paula and Michael were born on puberty…at age nine. of the only surgeons with a viable September 1, 1990. They came to us The endocrinologist at Columbia- track record in pediatric adrenalecto- late in life but they were so welcome. Presbyterian proposed a theory—Pe- mies agreed to come to the NIH and They were born seven weeks early diatric Cushing’s Syndrome, charac- perform it.

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It was scheduled for November 7, told her that when she woke up from Paula’s life would end in a blaze of 2000…Election Day. the operation, we would have a new shouted instructions… the ringing of Paula returned home and started president. telemetry alarms… and the shock of back to school. It would be a rough few We all know the history of that elec- watching an array of dials and gauges months. tion. Paula would never learn how that drift down to zero. Physically for her, it was always the contest played out. The room, once frenetic, went quiet. stress of “fight or flight.” (PAUSE) There were just the sounds of one resi- She responded by trying to control As I said, she made it through the dent at work, continuing to compress every variable in her life. procedure…and battled through a Paula’s chest. Her room was scrupulously neat, in post-op, pancreatic infection. I nodded to Pam…she nodded back stark contrast to her brother’s, which After a month in the hospital, she at me…and I tapped the young doctor looked like a toy store had exploded in was getting physically better, but her on the shoulder. it. morale was dropping. “Thank you,” I said. “You can stop She became obsessed about perfec- Her medical team decided she’d be now.” tion in all she did. better off at home, as long as she had a An autopsy showed that Paula had Sometimes, we had to call her daily check-over by a visiting nurse. died from sudden pancreatic failure. teacher, and beg her to tell Paula to put That led us to December 4—and to The trigger was the trauma of the down her homework and go to bed. the exquisite joy of her homecoming. surgery and the post-op infection. Paula’s physical appearance made Little did we know what the week Realistically, after years of being her stand out. A lot of kids, and some ahead would hold. bathed in cortisol, many of her internal adults, stared at her. Some kids, and, (PAUSE) organs were weakened. I am sorry to say, even a few adults, In my first draft of this speech, I Over the weeks to come, we re- made rude comments to her, or to us. wrote at length about Paula’s last day. ceived thousands of letters, including With bravery and grace beyond her In the interest of time and emotion, one from Paula’s surgeon. years, she rose above it all. I’ll summarize the events. He described the shock and sorrow She was a brilliant kid, and fascinat- After a wonderful week home, with of Paula’s death. ed with business. She could read stock no issues, Paula woke up screaming, in He promised to review every aspect charts at age eight. severe gastric pain. of Paula’s case, to see what lessons he Her last year played out against the We rushed her to the ER, where she and other surgeons could take forward backdrop of Pfizer’s acquisition of stabilized, and seemed to be getting from her outcome. Warner-Lambert, where I was chief better. He wrote about framing a picture of speechwriter. That evening, I went home to care a horse that Paula had drawn for him, She even thought up a name for the for Mike. Pam stayed with Paula in the and placing it above his desk. soon-to-be-combined company…half hospital. Every one of his students, he said, Pfizer, half Warner-Lambert… “Pfize- At five in the morning on Sunday, would learn about her, and about the A-Bert.” December 10, Mike woke up crying. trust we invest in doctors…surgeons in I liked it. “Pfize-A-Bert” captured He’d had a dream that something bad particular. the Dilbert-like character of that time. was happening to Paula. It struck me. That’s the same trust Paula also became curious about I assured him she was in good that patients invest in us…we who pro- death, and with the rituals around it. hands. vide their medicines and vaccines. She asked if she could attend a wake Not a half hour later, Pam called. (PAUSE) and a funeral. Paula was in intensive care, and in Eventually, I went back to work, as A distant, elderly relative died, and crisis. a new speechwriter for Pfizer’s new she got her wish. I roused Mike, dropped him with a CEO. (PAUSE) neighbor, and drove like a bat out of Despite a lot of caring from my col- We returned to the NIH in early hell to Morristown Memorial. leagues at work, I fell into a deep funk. November. The night before the opera- Bedlam reigned in intensive care. Sometimes, I spent whole days not tion, the surgeon talked with us about Paula’s vital signs were going in the moving, just staring at a blank com- the “risk” side of the “risk-benefit” wrong direction. Pam and I were puter screen, replaying Paula’s final equation. hustled out of Paula’s room. moments. The risks, mostly post-op infections, Twenty minutes later, we were I sought help from my doctor. It seemed manageable. ushered back in, to witness Paula’s last came in the forms of a wonderful grief The next afternoon, the day of the moments. counselor and a treatment plan for famous 2000 “hanging chad” presiden- In the year ahead, I would replay depression. tial election, Paula went in for surgery. those moments in my mind, thousands I also began going to a support She was interested in politics. I of times. group, in my case, the local chapter

VSOTD.COM 51 of a national organization called The As more was learned about the hu- drowning in front of our eyes. Compassionate Friends. man genome, researchers at the NIH I was asked to leave the room. This is the nation’s largest peer-help determined that Paula’s syndrome “Jesus” I thought. “I’ve seen this movie network for families suffering after the wasn’t a one-off mutation. before… “ death of a child, at any age, and from It was an inherited condition, from Behind the curtain I could hear the any cause. me, and the NIH has been tracking me lead doctor yelling to his staff…”Move! It’s a volunteer-centered organiza- ever since. We need this now!” tion, and I now count some of those In 2005, not two years after the de- At one point came the “thump” of a volunteers among my closest friends. coding of the Human Genome project, defibrillator at work. One of the realities about the death the NIH asked if my parents would The next few minutes seemed to of a child is that, through it, it you are consent to genetic sequencing. take hours. bonded forever with others who have My parents never imagined them- Finally, voices were calmed, order gone through the same experience. selves as pioneers in genomics, but they was restored. The curtain was opened. You learn that the experience agreed to be tested, on the condition Pam was on a respirator, but stable. touches all, from every walk of life, and that the results would never be revealed The night would bring an emer- transforms all it touches. to them, or to anyone outside the NIH. gency operation to remove fluid from You listen to the stories of others, They could not bear to know who around her heart, and the last rites of and they listen to yours. was the carrier. the Catholic Church. We talk in this industry about the Our son, Michael, was also tested. But she made it through that night, urgency of our work—that as the say- Fortunately…and to our relief…he did and then, a second. ing goes, “the patient is waiting.” not share Paula’s genetic sequence. On the third night, Paula and Nothing was sadder than meeting He did share Paula’s concern for Michael’s 24th birthday, I sat in Pam’s a parent on the wrong side of the wait those less fortunate. intensive care room, just listening, and for biomedical progress. Mike went on to raise thousands of thinking. I can never forget one father who dollars for research and education on Her respirator heaved. Other ma- came up to me at a conference for the the condition that doomed Paula. chines buzzed and clicked and clacked. bereaved. His picture, with Paula’s, is still used Pam was connected to a rain forest of He wore a large button with the face for NIH’s patient and physician educa- tubes and bottles. of his young adult son, who had died tion materials on Pediatric Cushing’s. I had a million thoughts. from the effects of HIV/AIDS. From time to time, we get notes What would the future be like? He knew I worked in pharma, and from parents who had much more Would she ever again live indepen- he took both my hands in his. positive outcomes, thanks to what they dently? “If only my son could have held out learned about Paula. Would we be able to stay in our a while longer…” We are grateful that her legacy lives home? He was talking about the break- on. And after enough time, my thoughts throughs in retroviral therapy that (PAUSE) began to center on that rain forest of came, for his family, just a little too late. Now, we’ve come full circle, from tubes and bottles. (PAUSE) December 4, 2000, to today. Time has Each had its own mission. You can sense that the year follow- been the surest healer. Medicines to fight infection and heal ing Paula’s death was tough. It took me That said, these past few months the brain. ten months before I had a day where I have reminded us of the fragility of Medicines to defend against another didn’t replay those awful final mo- our existence, and the value of good stroke. ments. health. Medicines to ease the pain, even to But while my depression was lifted, On a Saturday afternoon last Au- erase the memories of trauma. it’s clear that Paula’s death has had a gust, Pam went out to pick up the dry There were therapies to hydrate and profound effect on our family’s health. cleaning. nourish…to balance electrolytes and Is it a coincidence that in the past She came back 20 minutes later, hormones…to keep her body’s chemis- decade, Pam and I have faced many with the dry cleaning, and with the try in order. new medical issues, including cancer? symptoms of a stroke. Then it hit me. Each of those Sometimes I look at Pfizer’s areas It was a bolt out of the blue. medicines and machines…every one of of therapeutic focus the same way a Fortunately, I recognized her distress them…represented decades of work by kid reviews his baseball card collec- and called 911 right away. people like us. tion… “Got that…got that…got two Fast action by the EMTs got her to Each started as a theory to be of those!” the hospital quickly, but in the ER, she proved. My family also found ourselves at was in desperate trouble. Her lungs Each was tested in programs that the forefront of the genetic revolution. were filling with fluid and she was took years to execute.

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Together, these medicines were a comes to new therapies for the diseases Like the one I had on September 4, stout defense against a brain injury that continue to plague humanity… 2014…Pam’s 61st birthday, five days that, a generation ago, would have re- who else is thinking… planning… and after her stroke. duced even the best doctors to “watch- investing…a generation ahead? She came off the respirator. ful waiting.” Can you name another institution She had no serious loss of motor There’s been much change in willing to risk a couple of billion dol- function. healthcare since I started with Pfizer 25 lars and a decade or two of hard work She had a droopy smile but it was a years ago. on a scientific theory? smile nonetheless. But, in my view, what’s changed If new therapies are to be, it’s up to She could not speak beyond the most profoundly hasn’t been doctors, us…Pfizer and companies like us. words “yes” and “no”…but she knew nurses, or hospitals. And for us, there’s really no mystery that it was her birthday. It has been the power, scope and about the path ahead. Mike and I visited her, bearing a utility of the medicines available today. We at Pfizer, on our own and in con- small chocolate cake. We started to sing And that brings me to you. To us. cert with others…have to continue to “Happy Birthday.” We all know from our discussions do what we have done for 100 years… To our amazement, Pam began to today and our work every day…that invent great medicines and vaccines… sing along with us…her voice solid and we are in a challenging business. and get the ones we have invented to strong and in tune, every word correct Let us always remember that it is a many more people. and clear. noble one. We just have to do it a lot faster… Then, she put on a party hat…and We all recognize that that our in- and more efficiently. joined us in birthday cake. dustry has made huge advances…and It’s that simple…and it’s that com- I will forever cherish that happy mo- mistakes. plex. ment. The world was again Christmas That said, and again, in my view, The topics of today’s meeting… morning. we have led the way in reform, and patient-centered healthcare, Big Data, (PAUSE) change. applied science…we have to put these Today, Pam is nearly all the way Yes, we in biopharmaceuticals can concepts to work for us…because we back…in part because of her expert always listen better…and do better. don’t have a blank check when it comes medical care…in part because of her But I know of no other industry to money, or time. indomitable will… and in no small that is so introspective about the way What we…and I stress…we… measure due to the medicines and it operates, and so willing to listen and do over the next five to ten years will vaccines that you and I helped invent respond to others’ points of view. largely determine the role Pfizer will and develop, manufacture, market and I know of no other industry that have in what promises to be a new monitor. does more to help those who need… golden age of medicine. In this, the season of happy mo- but cannot afford…our products. We have a great history, but at this ments, I thank you for the ones you I realize that it’s hard for people to moment, names like Pfizer and Erhard, have given me. believe that we are dedicated to doing Parke and Davis...Warner and Lam- As we go home to celebrate the the right thing—and that it is easy for bert…Searle… Upjohn and Wyeth… holidays, let us always cherish our true critics to cling to the stereotypes of they’re just portraits on a wall. purpose at Pfizer: To offer many more another place and time. It’s our company now. people hope…for many more happy As we know—reputation is gained What will we do with it? moments…to come. in inches and lost in miles. I hope we will bring many more But let me ask you this. When it people…many more happy moments.

VSOTD.COM 53 WINNER: EULOGY/TRIBUTE SPEECH “Claire Davis Memorial”

By Maximillian Potter, for John W. Hickenlooper, Delivered at the National Western Stock Show Pavilion, Governor, Colorado Denver, Colo., Jan. 1, 2014

came to know Claire—I came to If Claire woke up—the doctor had Despite the fact that anyone of us I know how selfless, how loving, and said. would have done just about anything to how brave she was—through her Desiree had heard what the kind make it otherwise: mother and father: doctor said. The heartache the Davis family felt, Michael and Desiree. She heard him. and continues to feel, is uniquely their One of our conversations happened And she’d responded in the only own. a few days before Christmas. way she knew how: with the story of However, it seems to me the mo- They were sitting side-by-side in a the picture. ment is emblematic in so many ways waiting room, inside the Intensive Care She told the story aloud. As if it of so much of what Colorado has been Unit of Littleton Adventist Hospital. were a proclamation to the universe. through. Colorado—and really the whole You see, no one was going to tell Fires, floods—senseless, inexplicable country—were then still coming to Desiree there was no God in that violence. learn what had happened to her. picture because for Desiree that would And here are Michael and De- One minute, Claire was sitting with imply… siree—these two parents with holes in a friend having cookies. The next, she … there was no light, no hope, in their hearts … stepped into harm’s way. that room or in this world, for them … who have invited us all here to Only—Claire being Claire—she and for their Claire. help them begin to heal their hearts— didn’t see it that way. Really, for us all. to fill them with love... She saw a classmate armed with a [PAUSE] … to join with them in forgiveness gun and Claire, she approached him Michael and Desiree have held fast and community. armed only with kindness and concern. to their faith, and to the divine power … So that they—so that all of us— She asked, “What are you doing?” of love. can begin to look toward tomorrow. When I was with Michael and No one is going to tell them that [PAUSE] Desiree in the waiting room, a doctor God and all that he represents is not in On Christmas Eve, Michael and I came in to talk to them about Claire’s their picture— in our picture. were exchanging emails. prognosis. In a public statement, Michael He described Claire as a cherished He said if Claire woke up—and the and Desiree wrote of the “the grace, gift. doctor said he felt the need to empha- laughter and light” that Claire brought [PAUSE] size if—it would take weeks. Maybe to this world. Just as Claire was a gift to Michael months. As if making another proclama- and Desiree and Alex— their faith, For a few moments, Michael and tion, they said none of that “would be their love and humanity—are gifts to Desiree sat quietly. be extinguished by her death; to the all of us. Then, just like that, Desiree play- contrary, it will only get stronger.” The Davis family—all four of fully asked the doctor if he heard that Michael and Desiree wrote that, them—endure as an example of what she and a hospital staffer had, had a “last week was truly a paradox in that the human spirit is capable of. little debate. we lost our daughter … Maybe, when we leave here today Desiree went ahead and explained … Yet we witnessed the wonderful and continue on in our own lives— the debate was over a print hanging in love that exists in the world through the maybe one way we can honor and the waiting room. tremendous outpouring of support we remember Claire … It was a watercolor of a woodsy received.” … is before we say, or do something, scene: A small water fall descending Here, all of us together, right now, is we reflect and ask ourselves the last over rocks, between trees and flowers. indeed proof that Michael and Desiree question she asked: The way Desiree told it, the staffer are right … What is it that we are doing ... didn’t see God in that picture. … and that Claire’s grace and To one another, for one another ? And Desiree had responded, “Oh, laughter and light will get only stron- I have come to know Claire well yes he is.” ger. enough to think that she would like it [PAUSE] [PAUSE] if we did.

CICERO 2015 54 CICERO SPEECHWRITING AWARDS WINNER: INAUGURAL SPEECH “To Believe We Can Do Anything”

By Kim Clarke for Mark S. Schlissel, Delivered at the University of Michigan, President, University of Michigan Ann Arbor, Mich., Sept. 5, 2014

approach today’s installation and my attorney, a devoted mother and a pro- making us a global university. I service as president of the Univer- foundly supportive partner. Alexander Ruthven, a zoologist, sity of Michigan with a sense of both And to make up for those distant successfully guided us through two honor and humility. days when her much-too-serious son remarkable eras, the Depression and As a lifelong educator and scholar, I would not acknowledge her presence at the Second World War. am deeply grateful for the opportunity the back of the classroom on parents’ Robben Fleming, an expert in labor to make a difference in the lives of so day, I offer a very public “Hi, Mom!” relations and mediation, promoted many through leadership of our great and thank my mother, Lenore. civility during one of our nation’s most public university. She and my father Aaron were a fractious decades spanning the Viet- I am pleased to be surrounded by constant source of encouragement nam War and Watergate. the Board of Regents, faculty, staff, for an unusual kid who liked school so I am grateful for their collective students, alumni and friends of the much that he never left. leadership. They have helped to define University, as well as many members of and elevate our standing as the coun- my family. *** try’s first truly public university. And to welcome and thank Gov. I too have aspirations for Michigan. Rick Snyder and other elected leaders, A love of learning, a longing for discov- I am committed to enhancing the Dr. Ruth Simmons, President James ery, and a commitment to pursue the University’s already eminent standing Duderstadt, academic leaders from truth are the underpinnings of a great as a place where gifted scholars focus across the globe, and colleagues and university. I am finding each of these on research, teaching, and mentoring friends who have helped shape my here at Michigan in abundance. the rising generation to become en- professional and personal growth for Every day I am struck by the intel- gaged citizens and tomorrow’s leaders being here today. lectual passion and sense of connection in all walks of life. I want to thank the regents for the that Michigan instills in its students, This is our mission. confidence they have shown in me, as faculty, staff, and alumni. I will always remember my first well as the members of the Univer- I have spent much of my first eight day as an assistant professor at Johns sity community for their welcoming weeks as president exploring this ex- Hopkins. After a decade as a graduate embrace. ceptional place. student, medical resident, and a post- I offer special thanks to President I am walking in new directions, doctoral fellow, I had finally arrived. Emerita Mary Sue Coleman for her and I am asking a lot of questions. I I had a big empty lab, a modest remarkable stewardship of this institu- am meeting with students, staff, and dowry of research funds, and the skills tion. She has given us a faculty rich in faculty, learning their aspirations, what and values I had learned from my intellectual diversity, a stunning physi- they are most proud of, and what they mentors. cal campus, and numerous academic are anxious about as we move forward It was a little scary, but also incred- programs that are amongst the best in together. ibly exhilarating. the world. More than anything, I am listening. The life of the mind, a life commit- She has been particularly gener- There is no shortage of opinions or ted to discovery and education, is a life ous with her time, and at every turn ideas, and they are always voiced with unlike any other. Being a professor at a gracious throughout this leadership a desire to make Michigan better. great university, like Hopkins or Michi- transition. My thirteen predecessors have led gan, is a remarkable privilege. I must also thank my spouse, Moni- this university with a keen eye on soci- I want Michigan to be a place where ca Schwebs, and our four children who ety’s challenges and our obligations as faculty always believe they can do their are here today—Darren, Elise, Gavin, a public institution. best work. and Madeline. Henry Tappan in the 1850s shaped This means surrounding them with I have somehow managed to main- the modern American research univer- outstanding colleagues, students, and tain Monica’s love and support, while sity. staff, providing cutting-edge infrastruc- too often putting her in the position of James Angell, who served for 38 ture, developing the resources to sup- trailing spouse. She is an accomplished years through 1909, was at the fore of port innovative research and teaching,

VSOTD.COM 55 and last but not least, celebrating their Flint and here in Ann Arbor, we must supermarket to help pay for school. successes. commit to research and teaching that With income from work-study In working with the regents, I will meet the most pressing needs of our jobs, and with help from scholarships, always ask how our investments in the global society. need-based aid and student loans, I future will make the University a stron- We live in a remarkable but im- graduated on time from an outstanding ger academic institution. perfect world. Racial unrest, environ- university with an education and set of To make the good decisions that will mental threats, religious intolerance, experiences that changed my life. help us achieve these goals, I first need and resource inequities all demand the Not everyone is so lucky. to listen and learn. academy’s attention. Too many Michigan students Earlier I mentioned President Our response must include endeav- struggle much harder than I did to af- Alexander Ruthven. He remarked that ors not only in science, technology and ford college, and I want to make things becoming a college president means professional training, but just as im- easier for them. becoming an object of suspicion. portantly in liberal education, cultural It is imperative that we keep tuition “He often feels,” Ruthven said, “as understanding, civic engagement, and affordable and build the financial -re if he had suddenly become the carrier artistic expression. sources that allow students from across of a mild infection or at least had a We must seek partnerships that the full spectrum of society to attend change in personality.” infuse our economy with talent and Michigan, regardless of their economic I am unchanged. I have been a energy, and build an appreciation for circumstances. professor, a dean, a provost, and now our region’s heritage as a place of past It is why we are raising $1 billion in a president. But first and foremost I and future innovation. new support for undergraduate schol- am a lifelong student, and as such I am Second, as a public institution, we arships and graduate fellowships. inherently curious. have a special obligation to extend the Michigan’s house must be big and As I discover our university and its reach of our teaching and research its doors open wide. people, and as we work together to across the full breadth of our society. “Good learning is always catholic create a vision of Michigan for the 21st I firmly believe that we cannot and generous,” said our third presi- century, our university’s third century, achieve true excellence without lever- dent, the great James Angell. let us from the start agree on some aging the experiences and perspectives “It greets all comers whose intel- central tenets: of the broadest possible diversity of lectual gifts entitle them to admission • First, that we embrace our mis- students, faculty, and staff. to the goodly fellowship of cultivated sion as a public institution as a bedrock This is challenging work. Not only minds. It is essentially democratic in principle, a privilege and a responsibil- building a diverse student body, but the best sense of that term.” ity; also creating an inclusive campus cli- This democratic nature of our uni- • Second, that the University of mate that is open to difficult discourse. versity extends beyond the academic Michigan must be a diverse and demo- Students of all experiences and realm. cratic community, open, and accessible; backgrounds should feel they have Our medical enterprise trains health and a place in this community. We must professionals and conducts cutting- • Third, that, as members of this continue to reach out to the most edge research. But it is also a leader in community, we will always seek out, promising students, from our state and providing advanced care to the citizens encourage, and value all voices. from across the nation and around the of our state and beyond. world. Our arts programs nurture creativ- *** Talent is uniformly distributed ity, while also providing cultural experi- across the populace. But opportunity ences to area audiences. First let me begin by considering our most certainly is not. Our intercollegiate athletic program obligations as a public university, and We must encourage every talented builds community here and through- how our contributions can and do high school senior in Michigan to ap- out the world. Most important, our change lives. ply here. student-athletes learn teamwork and For the University of Michigan to Students and their parents must competition, and obtain a world-class maintain its prominence and broaden hear clearly and rest secure that the education. its impact, we must invest in fields University of Michigan values curiosity Our commitment to the state and where we can give life to our motto of and intellect, not ZIP codes or family nation is fed by a desire to support “leaders and best.” Areas that leverage income, and that we provide generous communities and educate tomorrow’s the phenomenal breadth of excellence financial aid for those with need. workforce. This education is grounded across our campus, a reach almost I did not grow up in a wealthy fam- not only in skills, but also in the prin- unmatched in the academy. ily. During my freshman year of college ciples and values of good citizenship, And as an enduringly public uni- I travelled home every weekend to sustainability, creativity, and lifelong versity, with campuses in Dearborn, stock shelves and work as a cashier at a learning.

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All of the University’s work—excep- This friction is how we evolve as can conduct ourselves with dignity and tional education and research, life- people and nations, and it requires us respect?” changing health care, arts promotion always to encourage a wealth of voices. President Fleming was himself a and economic development—dem- One of the most important modes model leader for his ability to listen onstrates our public nature and our of learning is through discussion— and negotiate. connectedness to the world. in the classroom, at public lectures, Twenty-five years later, in 1994, the Since 1817, the University of Michi- in residence halls and in student American Association of University gan has existed to better society. organizations. Professors adopted a resolution re- As we stand on the brink of our That is why I am concerned about minding us that freedom of expression bicentennial, we should celebrate our recent trends that can diminish learn- is “not simply an aspect of the educa- achievements and our impact. ing opportunities in a misguided effort tional enterprise to be weighed against Ours was the first large state institu- to protect students from ideas that other desirable ends. tion to be governed directly by the some might find offensive or disturbing. “It is the very precondition of the people of the state. Last spring, such accomplished academic enterprise itself.” We were the first university to own individuals as former Secretary of State People have stood on this very stage and operate its own hospital, and the Condoleezza Rice, IMF Director Chris- and voiced unsettling opinions. Ross first to teach aeronautical engineering. tine Legarde, and Chancellor Emeritus Barnett was the governor of Missis- Our scholars have discovered organ- Robert Birgeneau of UC-Berkeley were sippi and a segregationist. He opposed ic free radicals and the gene for cystic disinvited or felt forced to withdraw the civil rights legislation of the 1960s fibrosis, furthering our understanding as graduation speakers at prominent and the integration of his state’s flag- of human life. institutions because others disagreed ship university. Michigan alumni have written Pulit- with their work, their presumed beliefs, He was booed here, in 1963, but he zer Prize-winning words and Grammy or the organizations they led. was allowed to speak. Award-winning music, soared into As provost at Brown University, This is what great universities do: space, created Google and the iPod, I saw this firsthand when those who We encourage all voices, no matter and occupied the Oval Office. disagreed with Ray Kelly, the former how discomforting the message. Most important as we near our police commissioner of New York City, It takes far more courage to hear bicentennial is to position the institu- shouted down and prevented his public and try to understand unfamiliar and tion for its next 100 years by clarifying lecture. unwelcome ideas than it does to shout our ambitions and remembering our A related challenge to open dis- down the speaker. mission. course is the issue of self-censorship. You don’t have to agree, but you Our ambition is to become the In the aftermath of this episode at have to think. model public research university. Brown, for example, some students said Today’s world can be dangerously And our mission always will be to they were hesitant to express their own customized. With news outlets like the improve the world through research opinions for fear of offending fellow Huffington Post or the Drudge Report, and education—to build a better place students who themselves were offended and with podcasts from across the for our children and grandchildren. by the speaker. ideological spectrum, we can pick and There is no more noble and essen- This type of wrongheaded courtesy choose which ideas we are exposed to. tial work, and I am honored to lead us and political correctness weakens the Too often, we make the easy choice. forward. frank discussions that might otherwise We consume the news that justifies lead to heightened understanding. our own opinions, rather than seeking *** Ideas go unchallenged. out viewpoints that challenge us. Opportunities for learning and It’s comfortable. This work is also, on occasion, uncom- growth are missed. But by surrounding oneself with fortable. This brings us to my third We fail as educators. people who share common beliefs, we tenet, to seek out, encourage, and value I recently read the autobiography of risk becoming intolerant and intellectu- all voices. Robben Fleming, the University’s 9th ally stunted as a society. Harold Shapiro, the University’s president. As the 1960s erupted with In today’s hyperconnected world, 10th president, used the occasion of protest, he acknowledged that college our graduates at some point will be his inauguration to shine a light on the campuses are places of controversy. exposed to people and ideas they find dual, sometimes conflicting, roles of But he worried that without a foreign, difficult to understand, or the academy. willingness to listen, sharp differences outright disagreeable. We are, he said, both servant and of opinion would tear the fabric of the Learning how to engage with such critic of society. We serve society while university community. people and worldviews is one of the also questioning and challenging its “Is it too much to hope,” he asked, most essential skills we can teach. orders and principles. “that in this home of the intellect we And who will teach them if not us?

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The fundamentally dual role of *** To employ the power of ideas and the academy, as servant and as critic, our collective diversity of experience to is more essential now, I would argue, One of the great joys of devoting one’s solve important problems and strength- than ever. life to the academy is to be surrounded en lives and communities. That is why I want Michigan to be by the optimism and energy of stu- To challenge, and be challenged, known as a place where mutual respect dents. It’s palpable and it’s perennial. with our heads and with our hearts, to does not require agreement, where dif- Whenever I have a bad day—those lead and be the best. ferences of perspective are treated with days when you wonder if you’ll ever To be Michigan, an exceptional sensitivity, and where we all become ad- push the boulder to the top of the hill— global public university, where learning vocates for, and experts in, civil discourse. I take a break and stroll the campus. transforms lives and promotes eco- Absent such an environment, we The enthusiasm of students, their nomic progress, and where we pursue diminish ourselves as scholars and resilience and sense of immortality, together understanding and discovery students. their passion and energy—it’s electrify- that will change the world. We betray our commitment to dis- ing. Then I return to my office and feel covery and truth. like I can do anything. Thank you. And Go Blue! And we fail our children, our world, This is part of our mission. To be- and ourselves. lieve we can do anything. WINNER: STATE OF THE INSTITUTION SPEECH “2014 State of the Society Address”

By Larae Booker for Henry (Hank) Jackson, Delivered at 2014 SHRM Volunteer Leaders’ Summit, President and CEO, Society for Human Resource Management Washington, D.C., Nov. 20, 2014

INTRODUCTION 21% from this time last year. So we’re [PAUSE] I. You know, this gathering is accomplishing our mission by connect- Now, ordinarily there are many always one of SHRM’s most important ing people and organizations around supporting activities that I would cover events. the world with sound HR practices. during this address. But this was no It’s when we get the most passion- Your Society continues to be a lead- ordinary year for SHRM. ate, most engaged members from ing authority on HR. HR professionals And there could be no full report on around the country together in one continue to turn to SHRM for infor- the true State of this Society without place at one time. It’s when we get to mation, for professional development, talking about what’s really on your spend time with the SHRM faithful. for conferences, seminars and more. minds...without discussing what’s really And at this meeting every year I, as And we continue to have over 80% happening in the world of HR...and President and CEO, give a report on of our members saying they’re highly how SHRM responded by introducing the “activities and accomplishments of satisfied, which is phenomenal in the a new competency-based certification the Society during the previous fiscal association world. for the HR profession. year.” And that’s never been more Moreover, leaders in business and II. THE CONVERSATION important than this year. government see SHRM as the advo- ABOUT HR Here’s why: Even with all that has cate and voice of HR. They come to I’m sure many of you are aware occurred this year—which I’ll get to in us to check HR’s pulse on important there’s a lively conversation happen- a moment- SHRM has continued to issues of the day—from immigration to ing right now…on blogs, in the media, g row. labor regulations. within HR and business circles about Your Society is now 282,000 mem- Finally, your Society remains finan- the very value and future of HR. bers strong. Those members represent cially strong. We expect to meet our First, there was a story in the Wall more than 100,000 organizations of all goal of a 2 percent operating margin, Street Journal earlier this year. The sizes, in every industry, at every career so we can continue to invest in you and headline was, “Is It a Dream or a level—from students to CHROs. our profession. Drag? Companies Without HR.” It Your Society is becoming more These are the manifestations of covered how some companies got global—just like business. SHRM pro- SHRM’s strategic vision to be the rid of their traditional HR depart- grams are now being delivered in over world’s global authority on people ments because, according to them, 30 countries, and global business is up management. HR “stifled innovation” and “bogged

CICERO 2015 58 CICERO SPEECHWRITING AWARDS down business.” They also said that tion is happening—and it will move And your feedback made a differ- with breakthrough HR technology and forward—with or without us. ence. software, the administration has been That’s what SHRM has been work- For example, you said you needed taken out of HR. ing on. to know what was new and different [PAUSE] III. SHRM COMPETENCY- about SHRM certification. And for Then, respected business advisor BASED CERTIFICATION years, you and business leaders have Ram Charan wrote a piece for Har- As you know, in 2011 we built been asking us how we make HR more vard Business Review calling for the SHRM’s HR Competency Model on of a strategic business partner. split of HR into two functions. He the most extensive research of its kind. So SHRM responded. We devel- called them: “HR-A (for administra- We engaged over 30,000 HR profes- oped and released an improved Body tion),” which would manage elements sionals, five research universities, and a of Competency and Knowledge, or like compensation and benefits; and host of employers to identify and vali- BoCK, which reflects the modern and “HR-LO (for leadership and orga- date what it takes to grow and succeed current HR skills—like technology nization),” which covers people and as an HR professional. impact, business acumen, leadership strategy for business outcomes. Businesses are already using this and employee engagement—critical in Why the split? He said HR isn’t do- Model to focus the development of business today. ing both well enough and that we have their HR teams. And HR professionals The SHRM BoCK finally sets a problem—he claims—”relating HR are using it to grow as all-around busi- that new standard for HR that is fully to real-world business needs.” ness leaders. aligned with business expectations. [PAUSE] But models are of no use if they’re You also said you needed greater There was also a report from con- not applied. support from SHRM to play your role sulting firm DDI and The Conference So after years of research and dis- in promoting the new SHRM certifica- Board that said, and I quote: “The cussion—including with our longtime tion. And time and time again—over skills and knowledge that got HR to certification partner, HRCI—we knew the past several years—you’ve told us where they are today probably won’t that the next evolution of certification how difficult it was to get approval for be relevant in the future.” And that: should help HR professionals dem- recertification credits. “The role of human capital manage- onstrate that they had the knowledge, So SHRM responded. We estab- ment will change more in the next 5 the skills, and the behaviors needed to lished our Preferred Provider Program years than it has in the past 30.” excel in their careers today as business at no cost, which takes the guesswork [PAUSE] leaders. out of recertification and allows you to And finally, in Deloitte’s annual sur- And that’s what our new designa- offer programs without pre-approval, vey on global human capital trends, 42 tions of SHRM Certified Professional as long as you’re in good standing with percent of business leaders described and SHRM Senior Certified Profes- SHRM. their HR teams as under-performing sional will do, come January. We did this because we believe that or just getting by. [PAUSE] no one knows the education, training Now, before we dismiss business for I have to tell you, I feel very fortu- and program needs of your local mem- just not getting HR, think about this: nate to be affiliated with this Society at bers and community better than you. In that same survey, less than 8 percent this time. And we want to recognize that being of HR leaders—that’s us—reported Because it isn’t often you get an op- affiliated with SHRM matters when it that their teams have the skills needed portunity to be a part of something like comes to recertification. to meet today’s challenges and drive this—something that can make such a We also decided to provide en- business impact. difference for so many people and so hanced support for your chapters and With findings like that it’s no won- many organizations. And we have that state councils based on the number of der the report found that “reskilling the opportunity right now. SHRM certified members you have at HR function” was one of the top three So SHRM has been doing every- the end of 2015 and 2016. This is to most urgent issues on the HR and tal- thing it can to make sure that this new help you bridge any revenue shortfalls ent agenda. program is at the quality level of all as we launch the new certification. Now, as many of you know, SHRM SHRM programs. Here’s one more thing you’ve told us publicly disagreed with many of these And because you are so critical to over the past few months: You said you comments and findings, but one thing the success of SHRM certification, feel genuine pride in the letters after is clear: There are higher expectations the Board, the leadership team, and I your name—as you should—and you for the HR profession now than ever have been to over 80 events across this asked if business will embrace this new before. And we have some work to country—to your chapters and state credential. do to meet those expectations and to councils—to hear directly from you. SHRM has responded to this, as lead the conversation on the future of We’ve also hosted dozens of calls and well. One example is our national cam- this profession. Because that conversa- webinars. paign, “Advancing HR,” airing in some

VSOTD.COM 59 of the top business markets across the SHRM after taking the tutorial this These are the kinds of questions country. It shows how you and SHRM week. That pathway opens to other that SHRM has been asking for many are committed to driving business out- certified HR professionals on January years. And they’re the questions that comes today. Take a look. 5th. help SHRM stay true to the original [CUE SHRM COMMERCIAL] We’re also on track to administer purpose of this Society: “To constantly That’s just one way we’re making the first exams in May of 2015. promote and elevate the standards and sure business knows SHRM is here for Based on the feedback we’ve gotten performance” of the HR profession. you—and for them. thus far from participants in the pilot IV. SHRM VOLUNTEER LEAD- You’ll see many more detailed ads and from businesses who have used the ERS in your areas targeted to employers. competency model tools, we’re confi- When I look out into this room... Here’s the ad that appeared this morn- dent that the SHRM-CP and SHRM- when I visit your chapters and state ing in USA Today. SCP will become the gold standard for councils around the country and our [PAUSE] HR professionals. It will be the most clients around the globe...I see HR And there are many more moving current, relevant, and efficient certifica- leaders who live and breathe that same parts to making a major new initiative tion process in the market. purpose. like this work. [PAUSE] I see it in your innovative programs For instance, we’re refining the But make no mistake: that do everything from support veter- SHRM-CP and SHRM-SCP exams While we’ve been having this ans to close the skills gap to prepare the with the help and feedback of over conversation within HR about HR next generation for the workplace. 1,000 HR professionals who sat for the for the past several months, there’s a I see it in the partnerships you build pilot in October. much broader conversation that’s been with local businesses and educational Overwhelmingly, they reported back happening outside HR about HR. And institutions to meet talent needs in your to us that they liked the format, they that must be our focus. communities. thought the scenarios were realistic, Business is telling us what they need I also see it in the way you give your and a majority of those who had taken from HR and we must deliver. time to serve as volunteer leaders and other certification exams reported it Our new Body of Competency and carry the SHRM banner. was more—or even much more—rel- Knowledge and our new certifications You are the HR leaders, passionate evant to their HR roles. All in all, are tools that prove that HR under- about driving this profession. And you almost nine out of ten people who stands where business is today, where want to see it reach its full potential as took the exam said they’d recommend it’s headed tomorrow, and what our the key business function it is. it to other HR professionals! So the role must be within it. HR is the value So does SHRM. So do I. response has been very encouraging. proposition in today’s business environ- V. CONCLUSION Thanks to all of you who participated. ment, where people are the competitive Ladies and gentlemen, the state of We’ve also met with educational edge. your Society is strong. And I believe it’s partners to offer programs for SHRM We must have the vision and the stronger than ever because we’re taking certification...and they’re excited about commitment to lead the evolution of our profession’s future into our own this! So far 185 schools across the our profession. We cannot let others do hands. country and 33 global organizations this for us. We can’t accept the status quo. This have signed on to deliver SHRM’s [PAUSE] is a moment of opportunity. certification programs in 2015. And I’m always struck that it was only So I ask you, as leaders of this nearly 400 chapters and state councils 60 years ago that Peter Drucker coined profession...as the most active and en- have signaled their full support of this the phrase “human resources.” gaged members of this Society...as the program. So this is a young profession. It’s still SHRM faithful...to join us in seizing Through this all-hands effort—by growing. It’s still evolving. this opportunity. SHRM staff, you, and others—we’re Think about that and ask yourself: Let’s do what SHRM was created on track to launch the SHRM-CP and What’s next for HR? What’s best to to do: Elevate and promote this most SHRM-SCP, as promised. move the profession forward? And how critical profession. We’re pleased that, as volunteer can we help more HR professionals [PAUSE] leaders, some of you will be among rise to the level that businesses now Thank you. the first HR professionals certified by demand?

CICERO 2015