- First, what made you concentrate on Obama's communication style instead of something more political - say, his visions and goals?
I had two books in mind about Barack Obama. The first, Say It Like Obama, focuses on Obama’s outstanding communication skills. I was drawn to this topic given the large numbers of professionals with whom I work in my leadership development company who expressed such deep admiration for Obama’s communication skills. I work with young leaders from all backgrounds – Republican, Independent, Democrat; men, women; Americans as well as young leaders from Asia, Africa, Latin America and Europe. They all wanted to learn how Obama was able to use communication as such an effective tool. Through his highly effective oration, Obama has been able to overcome obstacles that could have held back other politicians – his youth, his race, his so-called “funny name.” He has been able to persuade millions of people to support him and his vision. I wrote Say It Like Obama in order to distill the practices and techniques that have made Obama so effective, so that others can learn those practices and techniques and improve their own communication abilities. My second book about Barack Obama focuses on his leadership and is forthcoming.
- For you, what is so far the best Obama speech you've heard, and why?
I am still most impressed with Obama’s 2004 Democratic National Convention speech, in which he roused millions of Americans with his excellent oratory abilities. It became clear to many people that Obama was a very gifted leader with infectious enthusiasm and an admirable vision of the future of America. What impresses me most about this speech was his ability to deliver it so excellently amid the pressure of the event – his first major national debut. Similarly, I enjoyed how he used words that resonated across the political aisles and sparked the imagination of such a diverse set of people. Obama demonstrated outstanding oration—through the confidence of his movements, the precision of his words, the emphatic nature of his delivery and the skill of his tone. He also challenged viewers to re-embrace the American Dream and fundamental American values – in ways that others and I found inspirational. His delivery of the 2004 address was oration at its finest.
- How did Obama's "quintessentially American" background help reinforce his ability to build bridges and bring people together?
Three years ago, few people would have said that Obama has a quintessentially American background. The fact that Obama has persuaded millions of Americans that he does have a quintessentially American background – in essence, transforming what we think of as quintessentially American – is a testament to the skill of his oration. Before Obama spoke so widely about his background on the national stage, many Americans would have rejected the notion that anyone with the middle name Hussein and a last name that sounds like “Osama” could be in any way “quintessentially American.” Similarly, many Americans would have felt very distant from anyone whose father had been raised in Africa in a mud hut, or whose family had such a diverse mixture of ethnic backgrounds. They would have called all of this “exotic,” “unusual” or “foreign.” Obama has used the skill of his oration to steer attention away from the things that make him different from what was previously seen as quintessentially American, toward the areas of commonalities he shares with many Americans. I discuss how he does this in the book Say It Like Obama—he illustrates lessons that others can draw on to bring people of different backgrounds together. By drawing attention to common histories, common experiences and common values, Obama has been able to expand what people think of as quintessentially American. As they say, “change has come to America.” From the transformation he brought in how we think about what is “quintessentially American,” Obama was able to build a political coalition and movement that was unprecedented both in its size as well as the diversity of those who formed that coalition.
- How does he make the podium and lectern disappear, as if you are speaking to him one-to-one?
In Say It Like Obama, I distill the techniques that Obama uses to make the podium and lectern disappear. He illustrates communication best practices that others can employ to become much more effective speakers. Included among these techniques are his ability to use gestures and body language excellently, his ability to make effective use of pronouns (the power of “I” “you” and “we”), and his ability to use details and anecdotes with great effect.
- How is he able to move listeners on both an emotional and intellectual level?
In Say It Like Obama, I demonstrate the techniques that make Obama a “master of the craft” of communication. Among many techniques, Obama uses personal anecdotes, excellent details, and the “power of ‘you’”
to reach the hearts and minds of his listeners. By making references to experiences or ideas to which listeners can relate, Obama connects with his audiences. Obama is also outstanding at reaching people on an intellectual level, so that he is able to persuade them. I devote a chapter in Say It Like Obama to an exploration of the effective practices he uses to persuade others. Among these are his abilities to sequence ideas excellently, to pose and address questions, and to use comparison and contrast techniques with notable skill.
- Are there any more resources you can recommend to help people improve their communication, speaking and presentation skills?
An effective way for people to improve their communication, speaking and presentation skills would be to read Say It Like Obama and learn the lessons that Obama’s successes teach us. Then, readers should apply the techniques and practices as appropriate in order to strengthen their own skills. Practice helps make perfect; so from there, practice, practice, practice.
