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hen fully harnessing the power of speaking with purpose and vision, outstanding orators can win hearts and minds, eliciting responses such as, That was a powerful speech. He understands. She addressed all of my concerns. Barack Obama has shown a notable ability to sway the hearts and minds of audiences. He knows how to wield communicative power in ways that move people and motivate them to follow his lead. He has inspired young generations of voters and reinvigorated older generations, spurring a historic grassroots campaign that trumped political wisdom about traditional divisions around racial, class, gender, and religious lines. His ability to sway a broad swath of the American public spurred new self-named
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cadres: Obama Mamas, Obamacans, adherents of Obamanomics. What allows Barack Obama to connect so well with his audiences and makes oration one of his greatest strengths It is possible to glean important lessons from Obama s keen ability to adapt his remarks to the audience and topic at hand. He makes sure to know his audience, recognize their prevailing mood, and speak meaningfully to them about issues they most care about. Several other notable practices underlie Obama s skill in swaying hearts and minds. He acts according to the principle, Keep things personal, employing details effectively and creating the feel of one-to-one conversation, making ample references to his personal experiences and leveraging the I, you, and we connection with skillful use of personal pronouns. The net effect: when Barack Obama speaks, the podium seems to disappear; Obama creates a two-way dialogue of sorts, as if he is standing near, speaking directly to listeners. Obama sways listeners as he speaks about issues of paramount importance to them and demonstrates understanding and empathy. He builds rapport. Given his communication style and substance, his audiences respond, feeling that they are a part of a we, part of the same team, striving for the same goals.
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In order to win hearts and minds, it is necessary to know your audience and understand the circumstances its members face. Effective leaders not only know this information, but they also convey their understanding to the audience. They use language that captures the mood and addresses the audience s key concerns, grievances, and desires. Barack Obama has demonstrated
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an outstanding ability to connect with his audiences in this way. He acknowledges and addresses their prevailing moods and sentiments. The issues may vary the economy, health care, education, the Iraq War. But in his comments, Obama shows skill in conveying to his audiences that he understands their perspectives and intends to address their concerns. Consider when Obama addressed the lack of optimism (some would say, outright cynicism) that some Americans have felt recently toward government and government officials: I chose to run because I believed that the size of these challenges had outgrown the capacity of our broken and divided politics to solve them; because I believed that Americans of every political stripe were hungry for a new kind of politics, a politics that focused not just on how to win but why we should, a politics that focused on those values and ideals that we held in common as Americans; a politics that favored common sense over ideology, straight talk over spin. Most of all, I believed in the power of the American people to be the real agents of change in this country because we are not as divided as our politics suggests; because we are a decent, generous people willing to work hard and sacrifice for future generations; and I was certain that if we could just mobilize our voices to challenge the special interests that dominate Washington and challenge ourselves to reach for something better, there was no problem we couldn t solve no destiny we couldn t fulfill. Ten months later, Iowa, you have vindicated that faith. You ve come out in the blistering heat and the bitter cold
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not just to cheer, but to challenge to ask the tough questions; to lift the hood and kick the tires; to serve as one place in America where someone who hasn t spent their life in the Washington spotlight can get a fair hearing. You ve earned the role you play in our democracy because no one takes it more seriously. And I believe that s true this year more than ever because, like me, you feel that same sense of urgency.1 In capturing the prevailing mood, Obama succeeded in connecting with his audience and advanced his goal of swaying hearts and minds. His remarks hit home. For leaders seeking to use excellent communication to win hearts and minds, take time to know your audiences and to come to understand what they most want to hear about. Find ways to tap into the prevailing mood and speak meaningfully to them about the things they most care about.
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