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But we are here tonight to say that this is not the America we believe in. I did not travel around this state over the last year and see a white South Carolina or a black South Carolina. I saw South Carolina. I saw crumbling schools that are stealing the future of black children and white children. I saw shuttered mills and homes for sale that once belonged to Americans from all walks of life, and men and women of every color and creed who serve together, and fight together, and bleed together under the same proud flag. I saw what America is, and I believe in what this country can be. That is the country I see. That is the country you see. But now it is up to us to help the entire nation embrace this vision. Because in the end, we are not just up against the ingrained and destructive habits of Washington; we are also struggling against our own doubts, our own fears, and our own cynicism. The change we seek has always required great struggle and sacrifice. And so this is a battle in our own hearts and minds about what kind of country we want and how hard we re willing to work for it.2 In this example, Obama demonstrates that a message can be highly structured without sacrificing the personal touch. The way Obama frames his paragraphs repeating, We are up against serves as a source of structure, no enumeration needed. For leaders aspiring to employ effective communication, think about whether enumeration will help you achieve your goal or hinder it. Consider the purpose of your talk and the venue, and choose to use or avoid enumeration accordingly.
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Another way to capture hearts and minds is to speak meaningfully to the needs of listeners. Details matter. Important to listeners are the three Rs recognizes, remembers, responsive. Listeners want assurance that the speaker realizes the circumstances they are facing, remembers the details of those circumstances enough to reference them, and will be responsive to those issues. In providing details, a speaker helps to answer questions that are often in the minds of audience members, such as What do you really know about my life and my challenges Do you care Details provide evidence of awareness and empathy. Barack Obama is excellent at communicating to audiences that he is aware of their circumstances, understands those challenges, and is preparing to do something about them. In a practice he has improved over time, Obama often provides sufficient details to convey, I offer this evidence that I understand and that I care. Consider this example: All across this state, you ve shared with me your stories. And all too often they ve been stories of struggle and hardship. I ve heard from seniors who were betrayed by CEOs who dumped their pensions while pocketing bonuses and from those who still can t afford their prescriptions because Congress refused to negotiate with the drug companies for the cheapest available price. I ve met Maytag workers who labored all their lives only to see their jobs shipped overseas; who now compete with their teenagers for $7-an-hour jobs at Wal-Mart.
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I ve spoken with teachers who are working at doughnut shops after school just to make ends meet; who are still digging into their own pockets to pay for school supplies. Just two weeks ago, I heard a young woman in Cedar Rapids who told me she only gets three hours of sleep because she works the night shift after a full day of college and still can t afford health care for a sister with cerebral palsy. She spoke not with self-pity but with determination and wonders why the government isn t doing more to help her afford the education that will allow her to live out her dreams. I ve spoken to veterans who talk with pride about what they ve accomplished in Afghanistan and Iraq, but who nevertheless think of those they ve left behind and question the wisdom of our mission in Iraq; the mothers weeping in my arms over the memories of their sons; the disabled or homeless vets who wonder why their service has been forgotten. And I ve spoken to Americans in every corner of the state, patriots all, who wonder why we have allowed our standing in the world to decline so badly, so quickly. They know this has not made us safer. They know that we must never negotiate out of fear but that we must never fear to negotiate with our enemies as well as our friends. They are ashamed of Abu Ghraib and Guantanamo and warrantless wiretaps and ambiguity on torture. They love their country and want its cherished values and ideals restored.3 Imagine the difference, the flatness of the remarks, if Obama had simply stated, I understand there are tough economic times
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right now. My new policy can help. There is more credibility and power to his words when he demonstrates a depth of knowledge through carefully chosen details. By adding more precise details $7 an hour, a need to work after school outstanding orators like Obama make greater strides toward winning hearts and minds. For leaders aiming to strengthen their ability to use communication to win hearts and minds, take time to think about what detail can help you communicate to listeners that you recognize, remember, and will be responsive to the issues they most care about. Employing effective detail is a powerful tool in the communication process.
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