Obama's victory speech: a stellar example of change communication

November 7, 10:25 AMLeading Change ExaminerWendy Mack

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Obama's presidential campaign holds many lessons for leaders who wish to lead change. We can learn a great deal from his approach to influencing stakeholders, to communicating a compelling vision, and to engaging and organizing supporters.   For some examples see:

• Jack and Suzy's Welch's opinion in Business Week. 
• Seth Kahan in FastCompany.
• Umair Haque in Harvard Business Review Blog.

Today, I'd like to focus not on the campaign as a whole, but on Obama's victory speech.  As I waited for Obama to take the stage near midnight on November 4th, I tried to imagine what he would say.  How would he celebrate his win, acknowledge those who helped to make it happen, and at the same time build momentum for the hard work to be done?

Research has taught us four key principles for communicating change: 

1. Communicate openly - be transparent about problems and possibilities.
2. Listen - especially when there is disagreement.
3. Engage the people who will make the change a reality.
4. Communicate optimism - especially when times are tough.

When I heard the address, I struck by the fact that Obama not only demonstrated four key principles, he was explicit about his commitment to each one.  Consider two short excerpts:

". . .  I will always be honest with you about the challenges we face. I will listen to you, especially when we disagree. And, above all, I will ask you to join in the work of remaking this nation, the only way it's been done in America for 221 years - block by block, brick by brick, calloused hand by calloused hand ...

"The road ahead will be long. Our climb will be steep. We may not get there in one year or even in one term. But, America, I have never been more hopeful than I am tonight that we will get there."

If you are looking to lead change in your organization, consider using Obama's speech as a model for your own messaging.  Of course, your style may be different and your words will be your own.  Sticking to the four principles though is universally good advice. 

Click here for CNN's transcript of President-Elect Obama's entire speech. 

For more analysis of the speech, check out this article from ragan.com.