If he can’t explain it, he can’t sell it

You’ve probably already seen the amusing explanation Bush offered over the weekend of his Social Security scheme, but I think the exchange is more than just another example of the president struggling to say what’s on his mind.

The event was in Tampa, home to more than a few senior citizens who like Social Security the way it is, and a loyal fan asked Bush to explain how the Social Security trust fund will stay solvent in the future. Here is the unedited explanation:

“Because the — all which is on the table begins to address the big cost drivers. For example, how benefits are calculate, for example, is on the table; whether or not benefits rise based upon wage increases or price increases. There’s a series of parts of the formula that are being considered. And when you couple that, those different cost drivers, affecting those — changing those with personal accounts, the idea is to get what has been promised more likely to be — or closer delivered to what has been promised.

“Does that make any sense to you? It’s kind of muddled. Look, there’s a series of things that cause the — like, for example, benefits are calculated based upon the increase of wages, as opposed to the increase of prices. Some have suggested that we calculate — the benefits will rise based upon inflation, as opposed to wage increases. There is a reform that would help solve the red if that were put into effect. In other words, how fast benefits grow, how fast the promised benefits grow, if those — if that growth is affected, it will help on the red.

“Okay, better? I’ll keep working on it.”

We all got a good laugh hearing Bush struggle with this, and we quickly realized this would be added to the long list of examples of the president tripping over his words. But there’s also a politically salient point here: If Bush can’t explain his own Social Security plan, he won’t be able to sell it to Congress and the public.

I realize that Social Security policy can be complicated. I was on a radio show yesterday and started to respond to a question about how Bush’s approach would adversely affect younger workers. My brain got ahead of my mouth and my answer quickly deteriorated. It was pretty embarrassing, but it happens to everyone on occasion.

That said, my troubles on the show aren’t quite the same thing as the president’s troubles in Tampa. Bush started talking about privatization during his congressional campaign in 1978 — 27 years ago. He touched on his goals for private accounts, and their alleged benefits, in the 2000 presidential campaign, and according to the president, throughout the 2004 campaign. Bush should, in other words, know what he’s talking about.

And it’s not as if the questioner in Tampa was an aggressive adversary trying to trip Bush up on an obscure policy matter. A sycophantic supporter asked how Bush would keep the trust fund solvent, but the president — who has made Social Security privatization his primary domestic policy initiative — apparently had no idea.

Unless Bush starts a) getting a crash course in Social Security policy; or b) using an earpiece so that his aides can tell him what to say, this campaign may be a more difficult challenge than the White House realizes. Republicans in Congress are “panic-stricken,” the public is highly skeptical, the Dems are united in opposition — and the president can’t talk about his own idea in complete sentences.

Bush has, on several occasions, surprised everyone with his ability to play the role of a good salesman, but unless he understands the product, his pitch will fall flat.