Contents

Part One: Street Smarts

In the first part of the book, you will be exposed to several secrets that Obama brings with him from his personal life: the “street smarts” that transform his media messages and speeches from a collection of eloquently-formulated theoretical ideas into terms that penetrate the hearts and souls of his listeners.

1. Obama’s Story – How It All Began

2. The Secrets Behind the Magic – Three Secrets Obama Takes with Him Everywhere

3. When We Reach the Bridge – How Mediation Capability Influences People

4. Like a Ballet Dancer – How to Persuade by Using a Flexible Transition between Positions

Part Two: Obama’s Brain Power

In the second part, you will discover how Obama thinks and how his way of thinking helps him to influence and persuade. Many people whom we encountered during our work, who had acquired effective presentation skills, focused primarily on tactics and methods. But we discovered that tactics alone are not enough. Something more is required beyond tactics; something much more basic and profound that is related to our way of thinking.

5. It’s All in Your Mind – You Are What You Think

6. A Wall or a Cathedral – Obama’s Vision

7. Who Am I – Obama’s Identity

8. Yes, I Can – Obama’s Winning Personal Beliefs

9. What Really Matters – Obama’s Values

10. Awakening the Communicator Within – Fulfilling Inner Capabilities and Strategies

Part Three: Engineering Winning Messages

In the third part, you will become acquainted with Obama’s “message engineering.” You will be provided with a simple implementation toolkit that will enable you to improve the way you convey your messages in all areas. You will discover that what seems a light-hearted performance by Obama is, in fact, a well-timed musical composition in which various and diverse instruments are played, each of which possesses vast power.

You will see how Obama writes his speeches and discover what he does to join the ranks of charismatic speakers such as Martin Luther King Jr., Winston Churchill, John F. Kennedy, Ronald Reagan, and Bill Clinton, and business leaders such as Steve Jobs, Harvey Mackay, Jack Welch, Stephen Covey, Mark Victor Hansen, and Ken Blanchard.

11. The Core Messages – How to Use and Instill Optimistic Messages

12. The Winning Topics – How to Speak about What Motivates People

13. True, It’s Difficult – How to Handle Potential Objections

14. It’s Simple – How to Make Complex Messages Clear and Catchy

15. You Can Be a Star – How to Speak on Stage with Confidence, like Obama

16. Uhh, Uhhmm… – The Secret of Quiet Charisma

Part Four: The Magic of Intimate Communication

In the fourth part, you will discover how Obama makes people fall in love with him and become enthralled by his messages, and you will get to know how he activates these secrets of infatuation. He creates human chemistry and intimate closeness with a heterogeneous audience, which sometimes consists of tens of thousands of people.

17. A Love Story – How to Create an Intimate Relationship When You Communicate

18. Dance with Them – How to Connect and Stimulate Action by Using the “Pacing and Leading” Technique

19. Inspire People like a Personal Coach – How to Compliment, Empower, and Conquer Audiences

20. The Power of Humor – How to Laugh at Your Own Weaknesses and Win

Part Five: The Power of the Mind in Communication

In the fifth part, you will be provided with effective tools to communicate with the “right brain” and the subconscious mind of your listeners. This is a very important part because it presents the power of stories and metaphors of which many of the executives and politicians we have trained were unaware. You will be exposed to the naturalness with which the mind absorbs stories and metaphors, and the way in which they directly penetrate the subconscious. After that, you will see how Obama uses “thought programs” to “program” the audience’s mind and “glue” messages thereto.

21. Under the Radar – How to Penetrate Your Audience’s Right Brain with Power Stories

22. Don’t Say It, Paint It! – How to Make Messages Stick with Simple Metaphors

23. The Mind as a Super Computer – How to Connect to the Thinking Strategies of Your Audience

Part Six: Linguistic Patterns Tool Box

In the sixth part, you will learn how Obama uses effective linguistic patterns to convey messages. Here, too, you will be provided a very useful toolbox, with emphasis not only on the tools themselves but also the reasons why these tools are effective.

24. Why Does It Work? – How to Ask Questions and Lead to the Desired Direction

25. 1,2,3 – How to Exploit the Mind’s Preference for the Magic Number 3

26. Repetition, Repetition, Repetition – How to Help Your Target Internalize Your Key Messages

27. Black and White – How to Use Contrasts to Emphasize Key Messages

28. Kennedy Said – How to Influence by Using Great People Quotes

29. Verbal Aikido – How to Exploit the Opponent’s Momentum and Verbally Subdue Him

30. Who Said It? – Hand in Hand with the Subconscious

Part Seven: The Magic of Nonverbal Communication

The last part focuses on the power of nonverbal communication, which is an integral part of any interpersonal communication.

31. Without Words – How to Use Movements, Gestures, and Empowering Body Language

32. All the World Is a Stage – How to Use the Surroundings, the Setting, and Props to Empower Your Messages

33. Voice Power – How to Thrill and Influence an Audience by Varying Voice Tones

Afterword