From this article on Inc.com:
I've been thinking a lot about rank-and-file union members lately, and I have to say it's a shame how the guys at the top have let them down. Union leaders must be the only people on the planet who haven't figured out that if you want to get anywhere today, you have to think and act like a businessperson. You have to market yourself. You have to make the case why someone should purchase your services. If what you want are jobs for union members, you need to treat employers like potential customers, not like adversaries you're going to force into submission. In a competitive economy, nobody buys because they're forced to. They buy because they want to. The notion of threatening a customer shouldn't even enter your mind.
Many more thoughts in the article.