Finally, Barack Hussein Obama, has become the first Black president to enter ‘The White House’. He is the headlines today and will continue in the days and weeks to come. His brilliant communication campaign, coupled with his ability to connect, made him a hero. And now he is a President. He has realised his long cherished American dream. Obama vows to choose ‘a better history’. The time has come for the 44th president of the US of A to demonstrate the ‘change’ he stands for.

In the business of communication, I always present a four point formula to the clients – Pretend, Discover, Make Believe & Create. It always works! You just have to make sure that you do it right.

If you really think Obama is God’s gift, read no further.

You are still with me, good. Rummage a little for his real contribution while he was Senator. Through a combination of pretence, his knack of discovering people’s weaknesses and capitalising on his strengths, he has projected himself as someone who can change things and bring everything back on track. 

Somewhere down the line, his team realised that they were making too many promises and too much of noise. So, they started talking about how difficult it would be to shift into a next orbit and so on and so forth. But here’s the twist – Obama can and Obama will.

Good strategy, indeed. Good communication, undoubtedly.  

Now, in this charade of ‘change’ and choosing ‘a better history’ – a time has come to ascertain whether he is as redoubtable as he is made out to be. Can he create what his spin doctors have assured? How interesting it would be to watch him deal and people react; not only in US of A but across the globe. The creation of real quantifiable change would be Herculean and anybody who knows a smattering about politics would agree that leaders do not run the country, even if he is the President of the US of A.  Amongst those looking for a pound of flesh, would be vested interests, lobbyists, pressure groups, industrial machinery, friends, fiends and feuds. And while we are at it, let’s not leave out Mr. President too.

Brand Obama has been successful so far and now it needs to deliver on the promises made to the consumers in the real world.

Welcome to reality, Mr. President. The world is watching you…