The Solution to US Postal Service Bankruptcy
US Postal Service is in trouble. If Congress doesn’t infuse large amounts of cash into the system, US Postal Service will go bankrupt. That would make America the only civilized country in the world without a national parcel delivery system.
But, here’s the funny part. NOBODY CARES!
In this post, I will focus on the number one problem and the number one solution to USPS’s troubles.
The problem USPS is facing is that of Marketing. Nobody cares about it going out of business because nobody cares about USPS.
There was a time where we didn’t have many alternatives. Ironically, USPS was effectively advertising it’s services back then.
Neither rain, nor snow, nor sleet, nor hail shall keep the postmen from their appointed rounds.
Every school child in the 50s could have recited this back to you. Being a postman meant you were a respected member of the community. Postemen of yore were presented in hero-like stances a la military Generals. Postmaster General the First, Benjamin Franklin, has been mythologized across the ages for establishing the first incarnation of USPS. But that was then…
Nowadays, “going postal” means you’re about to shoot a bunch of folks with a Uzi and being a postman is as respected as being a junkyard owner.
If USPS want’s to stick around, she has to make us care about her existence. (yes, I’m referring to USPS as a “she”..I duno…it just fits).
Collectively, we need to start seeing Post Office as something we care about on a deep, emotional level. Something we can take pride in. Something that makes us feel different from UPS or FedEx.
If they can make us care, they may be able to stay. How?
That’s right. Immortalize me.
If you want my business, put the one face I care most about on your stamp. ME!
In other words, why not allow people to make stamps in their own image? We have the technology.
Is this the entire solution? Of course not. But this is the direction USPS must take if they are to survive the future.