Nearly forty years ago President Kennedy said: "Ask not what your country can do for you, ask what you can do for your country?" Since then the traditional social contract in the US and in most of the developed world, has been under attack. The sixties, which have been characterized as "the decade of illusion and idealism" passed into the seventies, "the decade of disillusion," followed by the notorious eighties, "the decade of materialism and realism," until we finally reached the nineties, "the decade of alienation, severe decline in trust and loyalty, coupled with a deep suspicion of business, government and politicians." During this time, we have witnessed the almost exponential growth of electronic technology, and a concomitant growth in the use, and value, of information, which has exacerbated certain negative trends in societies.

Globalization has become synonymous with re-engineering, or downsizing, while society and most product and service markets have become bi-polar. In product markets, there are really no middle range products, only top tier "image" brands and utilitarian private label/generic products; while in society, the middle class is disappearing, the rich get richer and the permanent underclass grows larger. Many people are becoming permanently disenfranchised. These trends cannot continue, a president of Mexico once said "the way to prevent revolution is to give the people something to lose." In today's world, unfortunately, the number of those with nothing to lose is growing, leading to increasing social instability.

Building the Bridge to the High Road, a discussion paper highlighting various ways in which to expand participation and democracy in the economy in order to build sustainable communities, offers many provocative and radical thoughts with respect to the roles to be undertaken by business, group and political leaders over the next several decades.

The High Road proposes the development of a system that will result in the highest and best use of our human and material resources, in order to create, rather than merely redistribute, wealth in a sustainable manner.

A new social contract must be designed and implemented that stops the disenfranchisement of the many, and the de-industrialization of western economies. "Market Forces" must be balanced to prevent pure speculation, but harnessed to ensure efficient, productive and profitable use of all available material, financial, technological and human resources in the creation of an economically and environmentally sustainable social structure.

Dan Swinney, the author of Building the Bridge to the High Road, while placing value on existing cultural, race and gender issues, emphasizes intellectual honesty, analytical rigor, and a values-driven vision. The development of a new, sustainable social structure, demands this disciplined approach, in addition to the fully informed and inter-active participation of ALL of the constituents. In Swinney's new world, the society will not be bi-polar, but will be inclusive, inter-active, dynamic, and, at all times, values-driven.

Swinney uses many real-life examples to illustrate his points, clearly differentiating between low-road strategies that have resulted in short-term speculative gains, and high-road strategies that have led to sustainable, self-generating situations. Swinney deals with the fact that we must overcome historical polarization and mistrust. Leaders in all segments of society, including community, business, unions, religion, politics, education and technology, must all adopt an analytical approach, embrace intellectual honesty and develop a values-driven vision. He identifies the traditional "weaknesses," and, thus impediments to change, in the historical roles of each of these constituents. He discusses the roles of market forces and conventional wisdom and highlights alternatives. Labor must no longer be viewed merely as a cost, but must be recognized as a key strategic component of any community, society and, business system. Similarly, the role of financial resources and entrepreneurial risk-taking must be recognized, together with the need for change in the role and services provided by government.

While Swinney does not provide a detailed playbook for societal change, through his research and analysis, he synthesizes an approach that transcends "politics as usual," is pragmatic but not naive, possible but not ideologically rigid, and, most importantly, eminently desirable. His discussion paper presents provocative and radical ideas, which merit concentrated reading, and deep consideration.

Present societal trends give cause for great alarm, and cannot be allowed to continue. By default, long term stewardship has been abandoned for short term benefits. We must quickly re-establish our obligations to society and future generations. Building the Bridge to the High Road provides a basis for discussion and the development of a pro-active approach.

Peter Rogers
Chairman, Basildon Enterprises
August, 1998