From the pinnacles of power by Fortune editor at large Patricia Sellers
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November 5, 2008, 3:54 pm

Obama: New-style communicator

Barack Obama won the most resounding popular vote of any Democratic Presidential candidate since Lyndon Johnson in 1964. But you’d never know it by the tone of his victory speech. Did you notice? After loping on stage — appearing more subdued than any President-elect in recent history, as ABC News’ George Stephanopolous noted — Obama spoke in a style that seems to me to parallel that of an ever-growing crop of corporate chiefs: modest and pragmatic, without the swagger we’re all so tired of. Procter & Gamble’s (PG) A.G. Lafley and Disney’s (DIS) Bob Iger are two examples. (We’ll see how credible Iger is when Disney reports earnings Thursday.)

As I watched last night, I couldn’t stop thinking of what my friend, the actress/performance artist/playwright Anna Deavere Smith, has told me about Obama’s style of communicating: “His cadence and rhythm suggests BOTH inspiration and practical task doing.  Some of his sentences are like lists. So there’s a blend of the promise of greater things ahead but the clarity of tasks to do.” Listen closely to Obama, and you’ll hear him strike the last syllable of each sentence with an unusual beat that communicates assurance. “He is in fact, not overpromising,” as Anna (who, incidentally, is in the stunning movie Rachel Getting Married, in theaters now) told me this morning.

Another smart take on Obama’s speech patterns: “He enters that last syllable like a lion and leaves it like a lamb. And that’s because, well, he’s really merely stating the obvious and it would be unseemly to pound the gavel or make a fuss.” This comes from a blogger named Grant McCracken, whom I don’t know but claims to have received a Ph.D. in anthropology from the University of Chicago, taught at the Harvard Business School, and has done ethnography work for Campbell Soup (CPB) and Coca-Cola (KO). Obama’s voice, McCracken notes, is a bit like Walter Cronkite — who, remember, once was the most trusted person in America.

In times of crisis, such as now, leaders can either blare the alarm — which might cause many to run for the hills. Or leaders can call, with modesty, for us to work together toward recovery. Our next president seems to be doing the latter. On on — all together now.

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P.S. Obama has reportedly chosen Rahm Emanuel as his chief of staff. For great insight into the brilliant and complex Chicago Congressman, read this profile that my colleague Nina Easton, Fortune’s Washington editor, did two years ago.

I was delighted to see that, in response to my comment, the article was amended to point out that President-elect Obama’s margin was higher than any Democrat’s since 1964. But the article still gives the wrong impression. Obama’s tone does not reflect a new style of CEO’s. It reflects the fact that he won by a very small margin compared to that in many recent presidential campaigns. Reagan had 58% over Mondale in 1986. Bush the elder had 53.4% over Dukakis in 1988. Reagan had 9 percentage points over Carter in 1980 (with a third party candidate). Nixon had 61% over McGovern in 1972. We see many in the press speaking of a “landslide” and “political reorientation” in 2008. In fact, the result speaks to a divided country with no one having convincing solutions to the problems before us.

Posted By Steve Benner, Gainesville FL : November 6, 2008 2:07 pm

I think this careful articulation is what we expect even from common people. I dont know if this is something new. People we trust in usually use such method of communication – be it doctors, professors or lawyers. It probably also refelcts a lot of confidence within!

Posted By Rohan, Bangalore, karnataka : November 5, 2008 11:19 pm
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Pattie SellersPatricia Sellers has written some of Fortune's most talked-about cover stories, including "Can Meg Whitman Save California?", Melinda Gates ("The $100 Billion Woman"), "MySpace Cowboys," Martha Stewart ("I cannot be destroyed"), Ted Turner ("Gone with the Wind") and Oprah Winfrey ("Oprah Inc."). And she has broken ground with insightful pieces on career management issues such as ego ("Get Over Yourself!"), and "Charisma: Do You Need It? Can You Get It?" Pattie chairs the annual Fortune Most Powerful Women Summit, the preeminent gathering of women leaders in business, philanthropy, government, academia, and the arts. And she has helped oversee Fortune's "Most Powerful Women in Business" cover package since its launch in 1998. She started at Fortune in 1984, covering the big consumer brand companies.
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