Like you, I’ve paid close attention to Barack Obama. As a communication coach, I’ve specifically zeroed in on his ability to get his points across and move people to action.
From a communication perspective, Obama won the race because he successfully applied 3 habits. They’re simple, but profound habits: He connected. He conveyed. He convinced.
These habits are a playbook for business leaders around the world. I could write a book on them. Matter of fact, I have. Talk Less, Say More is scheduled to be released in 2009. Let me summarize these habits quickly by highlighting just a few ways that Obama applied them successfully:
Habit #1: Connect. One of the biggest issues facing any leader today is to engage people in our distraction-driven, listening-impaired, short attention span world. Barack Obama’s campaign connected with what Americans wanted and valued most. He stayed in our moment and tapped into our hot-button issue, the economy. And he delivered it with what I call your PMOC: your Preferred Method of Communication. Early on, his team went digital, using 21st century methods to a wildly successful advantage. For example, Obama’s team text-messaged better than any teenager I’ve ever seen. (And I’m raising two of the most prolific texters in America.) He also engaged us by bringing us together, habitually stressing the United States, not merely red and blue states.
Habit #2: Convey. It’s a real challenge to cut through today’s information overload. Getting your point across requires clarity in order to prevent confusion. Obama learned to make his points with vivid clarity, avoiding ambiguity. Maybe you don’t agree with his viewpoints, but he conveys them transparently, without gumming them up. Storytelling is a key, and Obama’s story was one of humble origins. His campaign was full of stirring videos and his infomercial, watched by more than 32 million people last week, weaved a “my story is your story” narrative to convey that he understands your economic fears and other concerns like health care.
Habit #3: Convince. People are pulled in so many directions today, both in the office and in the voting booth, that it’s a challenge to sway them. As a leader, it’s critical to move people to commit to action. Decisiveness is one of the keys. And Obama is a master decision maker. He allows others to speak their minds, and then he makes the decision. No second-guessing. No waffling. He sticks with his decisions, which sways others to join him. I believe the debates put Obama over the top by demonstrating his decisiveness and calm demeanor. He also capitalized on what I call “peer power.” He gained clout by bringing well-connected people like Oprah Winfrey, Ted Kennedy, Warren Buffett, and Colin Powell into his corner and allowing them to transfer their clout to him.
John McCain used these 3 habits in his concession speech last night, as well. Didn’t you think it was one of the most touching, unifying speeches in political history?
Can you use these habits in the business world? Yes, you can. You can Connect-Convey-Convince® your way to success.
