Richard Branson, we need you

For those of you who have clicked here looking for the Philippe Louis-Drayfus story, please keep scrolling down. Meanwhile….

Shipping needs a Richard Branson figure. That thought struck me as I pondered why politicians pay such scant attention to the industry.  Many of the high-profile shipping names on the delegate’s list here are powerful, influential and wealthy men, with much to offer any legislative agenda – and money to donate – yet politicians keep wasting opportunities to meet them.

Virgin ships anyone?

This train of thought started when I looked at the programme and saw that Congressman Elijah Cummings, chair of the House subcommittee on US Coast Guard and Maritime Transportation, had failed to turn up to deliver the keynote welcome address.

Now the US is currently gripped by health care reform fever, which has kept legislators holed up in Washington DC all weekend, and presumably on Monday as well.

But could you imagine the congressman treating a powerful health lobby group or similar like this? At least there would be a televised message, a substitute sent, some message of apology. Nothing. (well none I heard or saw anyway).

Last year Cummings did turn up at the CMA. For about an hour or so. He gave his speech and then walked out the conference immediately. No lingering, no networking.

The same happened in Germany the other week. At a conference of ship financiers, which brought together a staggering breadth of banking and financial expertise at a time of crisis, the country’s national maritime coordinator Hans-Joachim Otto also appeared to treat the audience with disdain. He turned up during the morning coffee break, stood by himself, gave his speech and then immediately walked out to his next appointment. There was little indication that he was interested in meeting anyone, learning more, or contributing.  It was a duty fulfilled.

Which gets me back to Richard Branson. Politics is all about the personality these days. And so is business, to a lesser extent. Can you see either Cummings or Otto doing the same to an audience that included Richard Branson?

Cummings - too busy for shipping?

Shipping needs a person with the charisma, energy and enigma of Branson. Somebody who can engage and circulate confidently with the mainstream media, straddle business and politics, promote the industry to the mainstream, and crucially, makes shipping relevant.

Otherwise shipping will keep on being overlooked by people like Cummings and Otto. For until those who make their millions in shipping want to play the game and come out from under the radar, politicians will keep on snubbing them.