Thank you for that terrific greeting.

And thank you, Frank, for extending to me this opportunity to address your convention.

Since becoming President of the Building and Construction Trades Department, I have relished every opportunity to attend and speak at State Building Trades events.  I find that I can learn more in a day at a State Council meeting than I can at a week’s worth of meetings in Washington, DC.

That is not to say that the meetings we are having in Washington, DC these days are a waste.  On the contrary, many are very productive and very conducive to what our unions are setting out to achieve.

And there is a lot that we have already done, and a lot more we intend to get done.

The first priority is to do all that we can to address the dire economic situation we find ourselves in today.  I cannot think of another industry that is feeling the brunt of this recession more than the construction industry.  Nationwide, unemployment in our industry is now over 21%.  In some states, that number is over 30 or even 35%!

So, our most immediate concern is to marshal our forces in order to reverse our current economic fortunes.

And the first step in that process was the passage of the American Recovery and Reinvestment Act, which contained several provisions that will work to provide immediate relief for our members.

First, the bill contains about $150 billion dollars of direct federal construction spending, with Davis-Bacon prevailing wage coverage.  The bill also contains extended unemployment insurance coverage and tax relief for the middle class.

Finally, the legislation offers a first down-payment on President Obama’s promise to lessen our nation’s impact on global warming and to transform the US economy away from foreign sources of energy and toward our own domestic sources of clean energy……including nuclear, clean coal, solar and wind generation.

In each instance, there exists the potential for significant, long-term and sustained job creation for existing Building Trades members and new members that will follow.

But, there is certainly more that needs to be done, including the restoration of our banking and credit systems so that construction financing begins to flow once again in all parts of the nation.
 
Fortunately in stark contrast to the last eight years, we have a true partner in the White House who wants to help us get all of this done.

I am constantly amazed by the level of outreach and contact coming from the White House to the Building Trades almost every working day.  The president and his senior staff are always looking for opportunities to cooperate with us, as we collectively search for solutions to get the American economy moving again.

I already mentioned the stimulus bill, but there have been other highlights as well:

First, the President reversed the Bush prohibition on Project Labor Agreements on federal projects and he has directed his staff to investigate the possibility of mandating PLAs on federal construction procurement.

Secondly, he has publicly reiterated his support for the Employee Free Choice Act which, when signed into law, will do wonders for workers seeking their slice of the American Dream.  This bill is labor’s number one priority and it is the Building Trades’ number one priority.

And we are going to do all that we can to ensure that this bill becomes law…hopefully, sometime before Labor Day.

If we can’t win this fight…then, as Chairman George Miller of the House Labor Committee said, “it will be the death of unions.”

It really is that serious.

As you can see, there is a lot that the Obama Administration is doing to advance our interests.

So, if any of you in this room were wondering back in October…as you passed out leaflets at 7:00 on a freezing morning…about whether or not our political activities were ever going to bear fruit…you can now stop wondering.

We have a friend of the Building Trades in the White House.

Let me repeat that: 

WE HAVE A FRIEND IN THE WHITE HOUSE!

And when I say a friend…I mean it.

Because when it comes to the Building Trades…President Obama gets us. He understands what we are about.  He knows the value that we provide in terms of quality construction and quality career training.  And most of all, he just plain likes us. 

During the eight years of “W” we didn’t step foot on the WHITE House lawn. In just seven weeks I have been there three times, once just to have cocktails with the President and First lady in a very small setting.  I had to turn down another invitation last week.

So, you can see why I really believe there is a symbiotic relationship between President Obama and America’s Building Trades Unions…because when he invites me over he is inviting you over.

If you compare President Obama’s political and governing philosophy with the themes and principles we are trying to instill as a part of our “re-branding” project for the union construction industry you will find many striking similarities.

First, let me speak to the marketing and brand revitalization effort, which you will begin to see rolling out in the coming months.

It is based on two simple, powerful ideas that I would like to share with you today.

The first is our new Branding Statement…or, value proposition.

It reads:

“Now, more than ever, North America’s Building Trades Unions are providing solutions to meet the challenge of a changing, energy-conscious world.

With pride, performance, and professionalism, our highly-skilled workforce delivers unmatched value for contractors and owners alike.

With comprehensive formal craft training programs that set the standard in the construction industry, we provide life-long career and advancement opportunities for those with the discipline and determination to have a direct impact on the future of our world.

We will prove to contractors and owners that a partnership with North America’s Building Trades Unions is the best investment they will ever make.

And for those looking to do something financially satisfying and personally rewarding, it is the best career path they will ever take.”

Now, when we take that value proposition and distill it down, we uncover our Brand Essence; which is this:

America’s Building Trades Unions:  Value on Display.  Every Day.

Very soon you are going to see this everywhere and we trust that you will adopt it as well so we have one unified message throughout North America.

So, when you compare our new value proposition and brand essence to the guiding principles of the Obama Administration, you start to see many similarities.

And the most prominent of these are the desire to foster a substantive change in culture, and an increased emphasis on value.

Now, consider the overarching theme for his inauguration; which was “A New Birth of Freedom.” 

This phrase came from Lincoln’s Gettysburg Address, in which our 16th President said:

“…from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion, that we here highly resolve that these dead shall not have died in vain, that this nation, under God, shall have a new birth of freedom…and that government of the people, by the people, for the people, shall not perish from the earth.”

In his inauguration address, President Obama offered several additional themes:

The first being the Renunciation of a Bygone Era.

President Obama spoke of “our time of standing pat…of protecting narrow interests and putting off unpleasant decisions.  That time has surely passed.”

President Obama has also spent a good deal of time talking about the need to return to those American ideals that stretch all the way back to George Washington. 

Obama also quoted scripture from Corinthians when he declared that “the time has come to set aside childish things.”  

This is exactly the tone and message we are sending through our Building Trades Councils all across the United States.  Because the time indeed has come to set aside those childish things that have allowed negative stereotypes of union craft workers to become ingrained in the minds of our industry stakeholders, our elected officials and the general public.

Let me be blunt here, if I may.

Earlier I spoke about the economic stimulus package and the President’s commitment to the “greening” of our economy. 

In each instance, there are significant job opportunities for the building and construction trades.

I am impressed with the proactive and inclusive way that Massachusetts has developed its plan to handle the stimulus funds.  The plan strongly emphasizes the use of registered apprenticeship programs, and endorses the use of Project Labor Agreements.

I commend all of you who participated in developing this plan.

However, there is a growing chorus of groups throughout the U.S. who are concerned that these jobs will go exclusively to union skilled craft people.  Again, these concerns are rooted in the negative stereotypes that people have about our unions being the exclusive domain for white men only.

We have to debunk those stereotypes beginning right now.  And that is what our marketing program is designed to do.

But, our success requires your help and your commitment.

We have to change our own culture. 

The time is now to stop talking about it…and start doing it!

Because the White House has handed us the ball on the stimulus package and on “green” renewable energy initiatives…and the Building Trades Department is taking strides to tackle this initiative through a program that we are calling “Emerald Cities.”

President-elect Obama’s plans to modernize our infrastructure, expand our electricity grid, create clean energy jobs, and green our economy offers tremendous opportunities for job creation and community development. 

In order for the Obama administration to truly fulfill the promise of this historic moment it must pursue a high road pathway to economic revitalization.  Our “Emerald Cities” project will work to ensure that efforts to rebuild our economy and build the new “green” economy are aligned with a commitment to rebuild America’s middle class, all the while being mindful of social equity, economic justice, environmental sustainability, labor standards and workers’ rights.

That is precisely how America’s Building Trades Unions will approach our partnership with other stakeholders now working to revive the American Dream.

And that is how we will allay the concerns of policymakers from the Congressional Black and Hispanic Caucuses.  We must make them understand that our unions, our skilled members and, most importantly, our apprenticeship and training programs are best-suited to tackle the challenges associated with the “green” movement.

We are expected to provide career and training opportunities for a diverse swath of the American population…including their constituents.

We will get only one shot at this because the President has handed us the ball and we cannot let down a President that knows the potential of the building trades.  Public scrutiny is now upon us and quite frankly it should be. 

We should welcome that spotlight as it gives us the opportunity to dispel many of the misperceptions that have dogged us for many years.  Because our future will depend upon how well we perform when the entire nation is watching.

President Obama has gone out on a limb for us.

And just like the President…America’s Building Trades Unions must be focused on the establishment of a new, values-based internal brand culture that will enable us to once and for all break free from the chains that have bound us to the past and prevented us from realizing our full potential.

Brothers and sisters, President Obama has often talked about instituting A New Era of Responsibility.  He has consistently placed a heavy emphasis upon the need for shared sacrifice in order to achieve greater shared prosperity. 

Again, this is where we must position ourselves for success.  In fact, this theme fits nicely with our brand tagline of …“Value on Display.  Every Day.”

Because our intent is to prove our worth and our value to our industry, to our policymakers, and to the general public by rejecting and disavowing an “anything goes” culture…where Building Trades Councils and local unions feel that they can operate in a vacuum, with no sense of obligation and connection to their union counterparts across this nation.

One jurisdiction’s actions can, and will, have an effect on their brothers and sisters in other states…not to mention the next generation of our members.

So, let’s celebrate, embrace and advance a new culture of pride, performance and professionalism. 

Let’s advance a new image of the union construction industry…one that is premised on VALUE.

Often in times of crisis, people are reluctant to embrace change.

Instead they look to the past for comfort.

Well, our past offers many telling examples and lessons for how NOT to do things.  Let us learn from those mistakes and advance a new message and new identity that accurately paints a picture of who we are today…and the value we offer to this great nation...

Failure in this regard is not an option.

Ladies and gentlemen, it is unfortunate that many Americans…at all levels of the income ladder…no longer entertain a vision for the future that includes time, sweat, and ultimate success.

Rather, they covet the shortcut. 

Not us.

Many view work more as a necessary evil until they somehow strike it rich. 

Not us.

This idea has been perpetuated by an insidious marketing effort that legitimizes the idea that wealth can be obtained quickly and easily. 

It can’t.

Americans are being told again and again that the road to the fulfillment of the American Dream is more a matter of luck than hard work.

It isn’t.

By coveting the easy road to the American Dream, our nation has only served to undercut the core values that established the Dream in the first place.

But, not if we have anything to say about it.
 
We, our unions, must re-imagine the American Dream as a value system that is focused on a renewed respect and reward for work, and for workers, as opposed to great individual wealth. 

Again, going back to this year’s Presidential Inaugural, President Obama said:
 
“We need to take the fierce emotions we had eight years ago when terrorists dared to threaten our freedom and turn them into positive ideas to improve our current situations. New jobs, new ideas, new risks. We don’t need a tragedy to make us realize how important our country is to us and to the world.  It’s time to get up, stop looking for someone to blame, and start looking at ways to move forward. Each of us must become part of the solution."

That is the message I want to leave you with here today.

America’s Building Trades Unions are looking at ways to move forward.  There is no more looking back.  And there is no more sugar-coating the truth.

Because, when it comes right down to it…And this is why I believe President Obama is the right man at the right time in history…Great leaders are not cheerleaders who promise “Morning in America.”

Since the days of Ronald Reagan, there has been this damaging tendency to faithfully, and at every opportunity, invoke a fake optimism. In fact, it was this type of thinking that brought about the Wall Street shenanigans that has our economy on the brink of disaster.

No…great leaders…and I want every single one of you in this room today to begin looking at yourselves as great leaders…are the ones who force us to look in the mirror and examine our values, and compel us to take stock of what we are doing right and what we are doing wrong.

And then plot a course for corrective action. 

Because in the end, a great leader will know that, in many instances the only way to save and/or revive a nation, a corporation, or a union movement, is to confront it.

That is what President Obama is doing…And that is what we must do.

Last year we celebrated and embraced our heritage.  This year, we must confront the legacies, stereotypes and negative attitudes and actions that are preventing us from reaching our full potential as value-added partners to all of our key stakeholders not the least of which now is the American taxpayer.

We have a new and exciting story to tell and, and with the grace of God, we will tell that story.  Not so much in words, but in our deeds and actions that showcase our fundamental values of pride, performance and professionalism.

Ladies and gentlemen, sisters and brothers, this is a unique moment in time.  And with dogged determination we will seize this once in a lifetime opportunity and re-establish America’s Building Trades Unions as an iconic symbol for value, performance and a re-constitution of the American Dream.

Thank you and may God Bless America.