1、SAY IT LIKEOBAMAThis page intentionally left blank SAY IT LIKEOBAMATHEPOWEROFSPEAKING WITHPURPOSE ANDVISION SHEL LEANNENew York Chicago San Francisco LisbonLondon Madrid Mexico City Milan New Delhi San Juan SeoulSingapore Sydney TorontoCopyright 2009 by Shelly Leanne. All rights reserved. Manufactur
2、ed in the United States ofAmerica. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database orretrieval system, without the prior written permission of the publisher. 0-07-1626
3、10-7The material in this eBook also appears in the print version of this title: 0-07-161589-X.All trademarks are trademarks of their respective owners. Rather than put a trademark symbol afterevery occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the
4、 trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training progra
5、ms. For more information, please contact GeorgeHoare, Special Sales, at george_hoaremcgraw- or (212) 904-4069. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licen-sors reserve all rights in and to the work. Use of this work is subject to these te
6、rms. Except as per-mitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, youmay not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works basedupon, transmit, distribute, disseminate, sell, publish or sublicense the work or an
7、y part of it withoutMcGraw-Hills prior consent. You may use the work for your own noncommercial and personal use;any other use of the work is strictly prohibited. Your right to use the work may be terminated if youfail to comply with these terms. THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LIC
8、ENSORS MAKE NO GUAR-ANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OFOR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMA-TION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE,AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUTNOT
9、 LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR APARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the func-tions contained in the work will meet your requirements or that its operation will be uninterrupted orerror free. Neither McGraw-Hill nor its
10、licensors shall be liable to you or anyone else for any inac-curacy, error or omission, regardless of cause, in the work or for any damages resulting therefrom.McGraw-Hill has no responsibility for the content of any information accessed through the work.Under no circumstances shall McGraw-Hill and/
11、or its licensors be liable for any indirect, incidental,special, punitive, consequential or similar damages that result from the use of or inability to use thework, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause
12、 whatsoever whether such claim or cause arises in contract,tort or otherwise. DOI: 10.1036/007161589XWe hope you enjoy thisMcGraw-Hill eBook! Ifyoud like more information about this book,its author, or related books and websites,please click here.ProfessionalWant to learn more?CONTENTSACKNOWLEDGMENT
13、SxiINTRODUCTIONxvCHAPTER 1THE SPEECH THAT STARTED IT ALL12004 Democratic National ConventionKeynote Address 2Effective Use of Body Language and Voice 14Establishing Common Ground 15Speaking to Audience Concerns:Winning Hearts and Minds 16Conveying Vision through Personification and Words that Resona
14、te 17Driving Points Home 17Excellent Persuasion Techniques 18Building to a Crescendo and Leaving a Strong Last Impression 18vFor more information about this title, click hereCHAPTER 2EARNING TRUST AND CONFIDENCE21Charisma of a Leader 22Creating Strong First ImpressionsImage and Body Language 23Lever
15、aging Second ImpressionsVoice and Intonation 25Using Effective Gestures 28Maximizing Props 29Beginning Strong 33Conveying Admirable EthicsDeveloping Teflon 36What Weve LearnedPractices for Earning Trust and Confidence 39CHAPTER 3BREAKING DOWN BARRIERS41Achieving Transcendence 42Acknowledging the Ele
16、phant in the Room 43Stressing Common Dreams and Values 44Drawing Attention to Shared History 48Illuminating Shared Experiences 52Employing Words that Resonate:The Historical and Political Lexicon 54vi CONTENTSUsing Words that ResonateBiblical Truths 57Leveraging Other Peoples Words 58What Weve Learn
17、edPractices for Breaking Down Barriers 62CHAPTER 4WINNING HEARTS AND MINDS65Knowing Your Audience 66Knowing When Not to Enumerate 68Employing Details Effectively 72Personalizing the Message:“I” and Experience 74Connecting One to One:“You” and “I” 76Personalizing the Message:The “We” Connection 78Wha
18、t Weve LearnedPractices for Winning Hearts and Minds 80CHAPTER 5CONVEYING VISION81Referencing History and the Familiar 82Using Descriptive Words as Visual Aids 85Drawing on Symbolism 87CONTENTS viiLeveraging Corollaries 87Personifying Ideas and Conferring Physicality 89Providing Just-Enough Detail 9
19、1Creating Dynamic Images 92Leveraging a Backward Loop 93Illustrating with Anecdotes 95What Weve LearnedPractices for Conveying Vision 101CHAPTER 6DRIVING POINTS HOME105Prioritizing and Focusing on Themes 106Using Rhetorical Questions 106Employing Effective Repetition 107Leveraging Pace and Tone 115C
20、ommunicating with Slogans and Refrains 124What Weve LearnedPractices for Driving Points Home 127CHAPTER 7PERSUADING129Eliciting a Nod 130Sequencing Ideas 131Addressing Nonrhetorical Questions 132viii CONTENTSAddressing Objections 134Using Juxtaposition and Antithesis Comparing and Contrasting 136Wha
21、t Weve LearnedPractices for Persuading 152CHAPTER 8FACING AND OVERCOMINGCONTROVERSY155Knowing Your Goals: Rejecting and Denouncing 156Recasting the Tone: Humility and Gracious Beginnings 159Resetting Your Image: Leveraging Props 160Recasting the Dialogue: Language Choice 161Addressing Error Head-On:
22、Accepting Responsibility 162What Weve LearnedPractices for Facing and Overcoming Obstacles 170CHAPTER 9MOTIVATING OTHERS TO ACTION ANDLEAVING STRONG LAST IMPRESSIONS173Inspiring Others to Great Achievements 174Creating a Sense of Momentum and Urgency 177Building to a Crescendo 181CONTENTS ixRepeatin
23、g Takeaways and Slogans 185Directing to Low-Lying Fruit 187Putting It All Together to End Strong 189What Weve LearnedPractices for Motivating Others to Action and Leaving Strong Last Impressions 192CHAPTER 10THE SPEECH THAT MADE HISTORY . . . AGAIN2008 Democratic National ConventionPresidential Nomi
24、nation Acceptance Address193ENDNOTESx CONTENTSACKNOWLEDGMENTSGiven the depth of my work in South Africa, I have had thepleasure over the years of meeting some of South Africas lead-erswho are among the worlds most esteemed leadersincluding Nelson Mandela, Archbishop Desmond Tutu, the lateWalter Sisu
25、lu and the late Govan Mbeki. I have greatly bene-fited from their examples and from our exchanges, and I havesince enjoyed sharing the lessons I have learned through myleadership development work. It was an honor to come to under-stand their vision of the world they hoped to help create. Mostof thei
26、r ideals resembled those I had learned about growing up,when studying in depth about Martin Luther King Jr. Back then,as a young teen, I had enjoyed the privilege of meeting withCoretta Scott King, who had examined one of my early writtenworks and wanted to take the time to encourage me as a writer.
27、Both in the United States and abroad, I have seen that some ofthe worlds greatest leaders have been seeking the same goalaworld in which, as Martin Luther King Jr. put it, people wouldbe judged not “by the color of their skin, but by the content oftheir character.” In light of this background, it wa
28、s fascinatingfor me to write this book assessing some of the factors that havehelped make Senator Barack Obama one of the most distin-guished leaders and communicators of recent times. It is clearthat in many ways, Obamawho transcends race and speakswords of unityrepresents what many influential lea
29、ders of ear-lier generations had hoped to see.xiCopyright 2009 by Shelly Leanne. Click here for terms of use. I would like here to thank the many people who have sup-ported me over the years.Thank you to my son Joshua, for beingthe light of my life. A special thank-you to my parents, BarbaraGeiger a
30、nd the late Dr. David N. Geiger, and my siblings andtheir spouses: Stacia Geiger-Alston and Thomas Alston, DavidGeiger, Jr. and Kim Geiger, and Sandra Geiger. Thank you toChristine Baker and Aunt Mildred Geiger, who have providedsuch mentoring, love and support.Thank you to my friends andfamily memb
31、ers who have been particularly faithful with theirlove during the recent trials of lifeincluding Ted Small,Audrey Gross-Stratford, Yvonne Chang, Ruby Lue Holloway,Reginald Brown, Jane Tanner, David White, Susan Watanabe,and Julie Taylor Vaz.A hearty thank-you must go also to my aunts and uncles,incl
32、uding William Geiger, Ann Lewis, Edward Geiger, Sr., Joyceand Joe Montgomery, Thomas and Eunice Holloway, ThelmaGeiger and family, Sandra and Sam Cook, Andrew Geiger andfamily, Johnnie Scott and family, and Geraldine Roby and fam-ily. Thanks to my wonderful cousins, who include Butch andTonya Geiger
33、, Derek Geiger, Marty Geiger, Alpha Lavergne,Nat and Veritta Holloway, Pat and Kish Holloway, Carolyn Hol-loway, Thelma Geiger and family, Jackie Coleman, YolandaStevens and family, Luwanda Gandy and family, Andrea Mont-gomery and family, and the Geigers of Atlanta.Thank you for the support of Marga
34、rita Rodriquez and Cyn-thia Haines. Thank you to Ochoro Otunnu for his encourage-ment. A special thanks to my friends Helen-Claire Sievers,Byron Auguste and Emily Bloomfield, the late Ursula Guidryand her family, Laurie Claus, Kweku Ampiah, Paul Rudatsikira,Lorelee Dodge, Andrea Chipman, Julie Catte
35、rson, Sister Helenxii ACKNOWLEDGMENTSMcCulloch, Carolyn Kramer, and Averill Pritchett. I express mygratitude to the ministers who have fed my mind over the years,including Reverend Dr. H. Beecher Hicks, Jr., Reverend NolanWilliams Jr., and Reverend Raymond Webb and his wife Janet.Thank you to the mi
36、nisters and members of Irvine PresbyterianChurch.I would like to express my appreciation to my former col-leagues at Harvard University and Oxford University, and mycurrent colleagues on the board of WorldTeach, an educationalnonprofit. To the Wanyangus, a beautiful Luo family in ruralwestern Kenya:
37、 how can I ever thank you for opening your homein rural Kenya to me and sharing your wisdom with me, becom-ing my “Kenyan family.” To the numerous people I continue towork with on HIV/AIDS as I complete a forthcoming book setin Crossroads, South Africa: Thank you! This includes Toby andAukje Brouwer
38、 of Beautiful Gate, who have set such a marvelousexample with their lives and work; Khaya Dyantyi of BeautifulGate, whose tremendous faith in a hopeful tomorrow inspiresme; and Dr. Lesley Szabo of Kids with HIV, whose gusto keepsme dreaming of how to keep bringing positive change in theworld. Thank
39、you to the many doctors, leaders of HIV supportgroups, heads of orphanages and HIV support group membersI have worked with. You have all greatly enriched my life. I hopemy writings and my leadership development work will impactyour lives equally well.Very importantly, a huge thank-you to Mary Glenn
40、for herwonderful guidance, and to Alice Peck for her insights.The sup-port of Peter McCurdy and Tania Loghmani was also greatlyappreciated.ACKNOWLEDGMENTS xiiiThis page intentionally left blank INTRODUCTION “A bsolutely masterful. Hes a master of the craft.”Those words have described the oratorical
41、strength of BarackObama, who took the stage at the 2004 Democratic NationalConvention and electrified America with a rousing keynoteaddress. His twenty-minute speechless than 2,300 wordscaptured the imaginations of Americans and garnered praisefrom around the world. Obama successfully drove his poin
42、tshome, fused the best of rhetoric and substance, focused on apowerful message, and delivered it with great effectiveness. Hiswords and vision inspired millions of viewers. The mediainstantly dubbed Obama a “Rising Star” and the stirring keynotedelivery greatly accelerated the trajectory of his care
43、er, trans-forming him overnight into a distinguished national politicalfigure. Obama went on to successfully build one of the mostdiverse political movements in American history, shattering his-toric barriers and becoming the presumptive 2008 Democraticpresidential nominee. Few things have helped fu
44、el Obamasrapid political ascension more than his outstanding communi-cation skills.Say it Like Obama focuses on the communicative power ofBarack Obama and the practices and techniques that haveenabled him to take his place as one of the most notable oratorsof recent times. Obamas political successes
45、 underscore a well-established fact: Leaders in all fields benefit when they developxvCopyright 2009 by Shelly Leanne. Click here for terms of use. outstanding communication skills, because the ability to conveyvision, inspire confidence, persuade, and motivate others is keyto effective leadership.T
46、he words used to describe Obamas stylecharismatic, mag-netic, energizingspeak to his strength as a communicator. So,too, do the adjectives invoked to characterize his speeches: elo-quent, inspiring, compelling. Many observers consider Obamasuch an accomplished speaker that they compare him with theg
47、reat communicators of our eraMartin Luther King Jr., JohnF. Kennedy, Robert Kennedy, Bill Clinton, and Ronald Reagan.Even overseas, Obamas talents and vision have generated excite-ment. In June 2008, The Times reported that Europeans aredeeply attracted to Obamas “mixture of Martin Luther King andJo
48、hn F. Kennedy.” It observed that, “waves of euphoria sweptacross the Atlantic . . . after Mr. Obamas victory in the Democ-ratic primary.”iThis enthusiasm was highly evident in July 2008,when Obama attracted an audience of 200,000 for a singlespeech in Berlin, Germany.What is Barack Obama doing? What
49、 communication prac-tices have enabled him to move rapidly from obscurity, overcom-ing challenges that could have thwarted another candidatehisrace, his youth, his “exotic” nameto become one of the mostimportant figures in the Democratic Party? What oratory skillsaccount for his ability to bring such disparate segments of societytogether, “transcending” race, energizing millennials (Genera-tion Y voters), and inspiring newcomersyoung and oldtoparticipate in the electoral process? How does Obama manageto break down so many barriers
