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South Side of Chicago wrote back and offered me a job to come help neighborhoods devastated by steel-plant closings. My mother and grandparents wanted me to go to law school. My friends were applying to jobs on Wall Street. I didn t know a soul in Chicago, and the salary was about $12,000 a year, plus $2,000 to buy an old, beat-up car. I still remember a conversation I had with an older man before I left. He looked and said, Barack, I ll give you a bit of advice. Forget this community organizing business and do something that s gonna make you some money. You can t change the world, and people won t appreciate you trying. You ve got a nice voice. What you should do is go into television broadcasting. I m telling you, you ve got a future. Now, he may have had a point about the TV thing. And to tell you the truth, I didn t have a clear answer about what I was doing. I wanted to step into the currents of history and help people fight for their dreams but didn t know what my role would be. I was inspired by what people like Harris did in the civil rights movement, but when I got to Chicago, there were no marches, no soaring speeches. In the shadow of an empty steel plant, there were just a lot of folks struggling. Day after day, I heard no a lot more than I heard yes. I saw plenty of empty chairs in those meetings we put together. But even as I discovered that you can t bend history to your will, I found that you could do your part to see that, in the words of Dr. King, it bends toward justice. In church basements and around kitchen tables, block by block, we
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brought the community together, registered new voters, fought for new jobs, and helped people live lives with some measure of dignity.5 [Emphases provided] As Obama employed the strong use of pronouns, such as when he commented, when I was about your age, he made the tone of this talk very personal. Combined with light-hearted humor and informal language such as, To tell you the truth, I didn t have a clear answer, Obama succeeded in delivering an intimate address that hit close to the heart.
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Employing we has a similar effect to the I-you connection. It helps to send the message that the speaker and those listening are on the same team, in the same boat, facing the same fate. Consider this example from Obama s June 3, 2008 primary night speech in Minnesota: All of you chose to support a candidate you believe in deeply. But at the end of the day, we aren t the reason you came out and waited in lines that stretched block after block to make your voice heard. You didn t do that because of me or Senator Clinton or anyone else. You did it because you know in your hearts that at this moment a moment that will define a generation we cannot afford to keep doing what we ve been doing. We owe our children a better future. We owe our country a better future. And for all those who dream of that future tonight, I say, let us begin the work together.
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Let us unite in common effort to chart a new course for America.6 [Emphases provided] Similarly, Obama used references to I-you-we very effectively during his December 27, 2007, Our Moment Is Now speech: . . . I know that when the American people believe in something, it happens. If you believe, then we can tell the lobbyists that their days of setting the agenda in Washington are over. If you believe, then we can stop making promises to America s workers and start delivering jobs that pay, health care that s affordable, pensions you can count on, and a tax cut for working Americans instead of the companies who send their jobs overseas. If you believe, we can offer a world-class education to every child and pay our teachers more and make college dreams a reality for every American. If you believe, we can save this planet and end our dependence on foreign oil. If you believe, we can end this war, close Guantanamo, restore our standing, renew our diplomacy, and once again respect the Constitution of the United States of America . That s the future within our reach. . . .7 [Emphases provided] Obama s excellent ability to personalize his message has enabled him to make great strides in winning hearts and minds. For leaders aiming to sway and inspire listeners, consider how
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you can employ pronouns effectively leveraging the I, you, we connection. Personalizing messages can add great power to communication.
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