The election of Barack Obama as president of the United States was surely one of the least likely and most riveting stories of our time. But all of us - and especially businesspeople - have much to learn from the way Obama won his victory. This brief, important book spells out the lessons of the campaign and illustrates them with examples of successful companies that have used similar strategies and tactics.
Obama's marathon effort had three distinguishing characteristics:
He kept keep his cool, stayed focused on the main issues, and remained constantly on message
He created a nationwide community by using the social technologies of the Internet, including blogs, texting, and viral videos.
He became the change he was offering and thus persuaded Americans that he could lead the nation to a new kind of politics and government.
These strategies aren't as simple as they sound. Barack, Inc. not only spells them out clearly but offers actionable lessons that businesspeople can apply.
Obama's mantra of "change" was a tired old cliche until he gave it new life by persuading Americans that government can transcend the petty partisanship of recent years. He became the embodiment of that change, telling us, "We are the change we seek. We are the ones we've been waiting for. " Tens of thousands of volunteers flocked to his banner, and donors large and small sent him more money than any other candidate has received.
By the same token, says Barack, Inc., business leaders must embrace and become the change they are offering their people. Just as Obama triumphed by creating a huge online community, the leaders of business can create whole new communities of stockholders, employees, suppliers, distributors and customers. And in the Web 2.0 world of the 21st century, community - in addition to products and profits - is what business is all about.