Harvard Business Publishing

"Service" was the theme of the Republican National Convention's first full day. The ideal of working for something bigger than oneself appeals to the best in American culture, and calls to mind McCain's own exemplary service to his country during the Vietnam War. This theme also offers a sharp contrast to the charges of self-interest and self-indulgence leveled at the stars of the Democratic National Convention, including both the Clintons and Obama.

But this election, voters will also be asking questions about a more pedestrian definition of service -- the services the federal government provides in exchange for voters' hard-earned tax dollars. Hurricane season is a powerful reminder of ways in which the current Republican administration failed as service managers in its response to Hurricane Katrina three years ago. And then there's the lack of progress on energy, health care, and the economy.

One of yesterday's featured speakers, Senator Joe Lieberman, wisely used the smooth response to Tropical Storm Gustav to undo some of the damage to the Republican brand caused by the inept response to Katrina, and to extol service as a bipartisan ideal:

At times like this, we set aside all that divides us, and we come together to help our fellow Americans in need. The last thing we think about is whether one of the victims was a Democrat or a Republican, because we're all Americans.

These are fine words, but I've heard little from either candidate about the hard choices or difficult work involved in fixing the models behind some basic government services, including infrastructure and emergency management. The Republicans have a real opportunity here to build on their brand as the hardworking, common-sense "Service" party, and deliver a workable plan for shoring up America's vital infrastructure.

Their challenge is not so different from what confronts many companies today that have committed to the idea of service excellence, but find that achieving it is more complex or expensive than they imagined. The answer for many of these companies can be found in the careful design of a service model that sets both employees and customers up to succeed, as well as in the courage to make difficult tradeoffs.

Rhetoric is great, and this presidential contest is delivering heaping doses of it. But with due respect, some well-chosen prose about exactly how the next administration would improve the federal government's ability to provide core services would help to address the deep skepticism of many Americans.

The Republicans have a great opportunity here. Let's see if they grab it.