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American Values

John Friedman, Contributing Writer

—by John Friedman—

In the wake of the most recent presidential election campaign people are questioning whether or not America, much less Washington, can bridge the ideological and political differences that resulted in President Obama being elected with a massive electoral victory but a slim margin in the popular vote (which only matters in that it shows how many people actually voted for Governor Romney).

Whenever I work with companies and organizations that seem to have disagreement on direction, I find it helpful to go back to their foundational documents to reestablish the connection between their past and their desired future. This has worked in the past for America, such as when Dr. Martin Luther King Jr. challenged the nation not to live up to some new vision, but to fulfill the ‘promissory note’ made in what he called “the magnificent words of the Constitution and the Declaration of Independence.”

When we return to America’s foundational documents we find many of the principles and values that our founders held dear transcend political party and ideology. Building an economy that endures, based on the principles of sound fiscal management (financial responsibility), a sense of shared values (social justice) and environmental stewardship therefore should not be a political issue.

However in the United States the issues relating to sustainability have become so politicized that phrases like “climate change” have become anathema to the lexicon. Instead we talk about clean energy, energy security and energy independence. It is ironic, as my friend Cerphe Colwell, host of Cerphe’s Progressive Show on pointed out that “conservatives argue against conservation.”

It is time to review our foundational values and documents and establish why sustainability is very much based on American values that transcend today’s politicized political climate and offer hope for consensus based on what we all agree were – and remain – American values.

Courage — It was courage that sent the pilgrims in the tiny Mayflower across the vast ocean on a quest for a better life in an unknown land. It was courage that compelled 56 men to defiantly sign their names to the Declaration of Independence. Courage accompanied Lewis and Clark through unknown and hostile territory. That is why it is ironic when people talk about being so far behind that they question whether or not they can catch up with German engineering, Japanese production and the competitive edge of the Chinese. Some felt the same way when the Russians launched Sputnik, too. Fear of the unknown — or even the known — has never been the American way.

Optimism – As we have just celebrated the Thanksgiving holiday, it is well to remember that despite our current economic hardships (and the devastation of Hurricane Sandy) the Pilgrims made seven times more graves than huts! H. U. Westermayer famously made the point that “No Americans have been more impoverished than these who, nevertheless, set aside a day of thanksgiving.” Thomas Paine declared, “We have it in our power to begin the world over again.” And change the world America set out to do, and did. We are at a critical crossroad that will define America’s path forward. Optimism comes with the belief that we are doing the right things and it translates in confidence in the future that needs to spread to every state and every city. Too many people – and businesses – have succumbed to irrational pessimism (following irrational exuberance) which has created paralysis and that is why optimism is needed now.

Environmental Stewardship — Those who made their primary living off the land — like George Washington, Thomas Jefferson and many others, understood and respected the importance of caring for the environment. George Washington took pains to plant native trees — some of which still live today — on his Mount Vernon estate. Despite the seemingly endless munificence of the new continent, he also experimented with the use of living hedges, or dense thorny shrubs, to keep animals from destroying plants as a way to conserve timber. We have lost this value before, such as when Americans decimated the massive herds of Buffalo on the Great Plains. Environmental responsibility did not come along in time to save the Passenger Pigeon which once darkened skies in numbers so great that their migration blocked out the sun. Theodore Roosevelt understood the importance of preserving our natural wonders, founding our National Park system by declaring the preservation of natural habitats like Yosemite as not just a “good thing,” but in the public interest.

Ingenuity — The ingenuity of the founding fathers is evident in the creation a bicameral legislature ‘the great compromise’ that reflected the duality of states’ and individuals’ rights to representative government, the creation of three branches of government with their checks and balances to ensure that the president would never become a king. Our government was based on the principles of dynamic tension between the branches, and even within the legislative branch as an assurance that we have “a government of the people, by the people, for the people.”

Determination — and more than a little assistance by the Native Americans — brought the Pilgrims through their first, horrific winter on the North American shore. Determination brought soldiers through the freezing nights in Valley Forge and kept the Star Spangled Banner aloft over Fort McHenry. Wagons moving westward toward California crossed the seemingly endless plains were not stymied by the Rocky Mountains. The farmers and ranchers who eked a hardscrabble existence from western wilderness are not far removed from the settlers who landed at Plymouth or Jamestown. That same grit was behind Thomas “I have not failed. I’ve just found 10,000 ways that won’t work” Edison as he worked to perfect the light bulb, the building of the transcontinental railroad, Hoover Dam, and the Apollo missions to the moon. And it is determination that is needed to get this country back on track. It is about people power, democracy and the spirit of freedom that will empower those who are left behind. Isolation, frustration and loneliness need to be replaced by engagement and pride to unlock the power of a determined work force and society.

Diversity — Both of America’s most fundamental foundational documents — the Declaration of Independence and the Constitution — reflect an understanding of the power of diversity and including multiple perspectives. The Declaration is headed “In Congress…” meaning that the document reflected the combined wisdom, passion, ideas and perspectives of a group of people. The Constitution begins with the powerful phrase “We the people…” cementing this commitment to the combined will of the people within the country. Thomas Jefferson, in his writings about the role of representative government stated “All, too, will bear in mind this sacred principle, that though the will of the majority is in all cases to prevail, that will to be rightful must be reasonable; that the minority possess their equal rights, which equal law must protect, and to violate would be oppression.” The founders recognized, as progressive companies have, that bringing to bear a wealth of opinions and differing perspectives is the key to competitive advantage.

Compromise — While we decry the depths of gridlock and rancor in our current debates on Capitol Hill, and the campaign trail, it is worth noting that the hallowed halls of Congress are actually more civil today than they have been in the past. In 1850 Senator Henry Foote of Mississippi pulled a pistol on Senator Thomas Hart Benton of Missouri. Six years later Representative Preston Brooks of South Carolina, outraged at anti-slavery remarks by Senator Charles Sumner of Massachusetts beat him with a cane so brutally that Sumner had to be virtually carried from the Senate chamber — and was not able to retake his seat for three years. These assaults — as horrific as they were — came as the nation debated heavy issues of the day. Today rather than fisticuffs, we have stalemates. While we face the largest economic crisis since the 1930s, people are frustrated that our elected representatives seem to put the interests of their party ahead of those who are unemployed, the hungry and the suffering. We must remember that compromise is the only path to consensus and finding common ground for common interests, recognizing that this is the purpose of representative government. “Democracy,” observed Winston Churchill, “is a terrible form of government, but all others are worse.”

Moral authority – “An army of principles can penetrate where an army of soldiers cannot,” wrote Thomas Paine. The lofty idealism that a country could find justification based on the will of a higher power is not new in our national mindset. In the very beginning the founders cited divine inspiration for their desire to create a separate nation. The Declaration of Independence boldly asserts that there is no need to justify their actions to man (even a King) “We hold these truths to be self-evident…” Certainly the moral authority was on full display when Washington resigned his commission as commander and chief, thereby relinquishing his command over the armed forces that he had led in the revolutionary war in an act which solidified the moral principles behind the revolution.

Shared fate — The concept of a shared fate was very much on the mind of the founding fathers as they set about to declare independence from the British Crown. Benjamin Franklin, as he prepared to sign his name the document stating that the colonies ought to be free declared “We must, indeed, all hang together, or most assuredly we shall all hang separately.” The document famously concludes with the powerful statement that “And for the support of this declaration, with a firm reliance on the protection of Divine Providence, we mutually pledge to each other our lives, our fortunes and our sacred honor.”

Long term vision — After the United States earned its independence, the founders again convened to draft the Constitution of the United States. This document makes it clear that the purpose of our nation is not only for the benefit of our current citizens but for generations to come (built to last). Indeed the preamble states that the purpose of the document is to “secure the blessings of liberty to ourselves and our posterity, do ordain and establish this Constitution for the United States of America.” It remains the seminal foundational document for the nation. When our president takes the oath of office, he (or she) swears to preserve, protect and defend it (rather than the nation).

In short, we have a strong argument that the very foundation of America is rooted in ideas and principles that support the sustainability mindset and efforts. Thus we have to come back to fulfill the first principle of our constitution and our democracy — to serve our people and to provide a vision and leadership which serves as a catalyst for change.



John Friedman is an award-winning communications professional and recognized sustainability expert with more than 20 years of experience as both an external and internal sustainability leader, helping companies, ranging from small companies to leading global enterprises, turn their values into successful business models by integrating their environmental, social, and economic aspirations into their cultures and business practices.

On social media, Friedman is recognized as a thought leader. In 2013 he was #2 on Triple Pundit’s List of the Top 30 Sustainability Bloggers on Twitter, #14 on Guardian Business’ 30 most influential sustainability voices in America and is consistently included as one of the leading voices in CSR by Forbes’ Brandfog. His insights on sustainability issues and strategy have been a regular feature on Huffington Post, Sustainable Brands, Ecopreneurist, and

An Albany State (New York) communications graduate, Friedman earned a management certificate from as part of the Lafarge/Duke Management Training program at the Fuqua School of Business in 2000.

Friedman is a co-founder and served in a leadership capacity on the board, executive committee and as board chair for the Sustainable Business Network of Washington (SBNOW) from 2003 until 2012. Friedman also heads corporate citizenship communications worldwide for Sodexo.

Organizational affiliations are for transparency purposes only; the opinions expressed are the author’s personal opinions and do not reflect those of any organization.

John can be reached at, is @JohnFriedman on Twitter and can be connected on LinkedIn and Facebook.

One comment

  1. John-
    I see why you are known as a “thought leader”. Excellent perspective on what makes America special. I look forward to your contributions!

    Best wishes for the New Year!

    Gary Brefini

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