Say It Like Obama and Win!: The Power of Speaking with Purpose and Vision

by Shel Leanne

Updated to include speeches on the death of bin Laden, the Arab Spring, and other historic moments on the podium In speech after speech, Barack Obama fires up enthusiastic supporters with his inspiring vision, rousing rhetoric, and charismatic presence. His outstanding communication skills gave rise to an unprecedented political movement and launched him to the top of the world political stage.

But inspiring and persuading millions isn't simply a product of innate ability. Barack Obama spent time and effort honing skills that have made him so successful. These techniques are vital not only in the political arena, but also for business executives, managers, and leaders from all walks of life.

This book is about the art of persuasion, the power of presentation, and the most effective methods of communication. From building strong arguments and facing tough issues to inspiring a team or workforce to new levels of innovation and productivity, "Say It Like Obama and Win!" gives you the tools to instill positive change at every level of your organization by teaching you how to: Make a strong first impression Use body language and voice Establish common ground Gain trust and confi dence Win hearts and minds Drive your points home Convey your vision through imagery and words that resonate Build to a crescendo and leave a lasting impression

Whether you're a manager, an executive, a public speaker, a business owner, or a community leader, "Say It Like Obama and Win!" provides you with presentation techniques that have inspired and mobilized audiences of every size.

Genres: Self Help, Nonfiction, Leadership, Communication, Business

336 pages, Hardcover

First published September 1, 2008

About the author

Shel Leanne is President of the Wishel Corporation, a leadership development firm whose clients include Fortune 500 businesses across the world. Prior to launching her company, Leanne gained experience working for McKinsey & Company and for Morgan Stanley in New York and London. She subsequently served as a full faculty member at Harvard University from 1997 to 2001, where she taught courses on social entrepreneurship and organizational design. She is also the author of How to Interview Like a Top MBA.


[taken from book cover]

aka Shelly Leanne

Reviews

[Sadra Aliabadi · Rating 3 out of 5]

نکته ی مثبت کتاب آنالیز قسمت های قدرتمند شخصیت و سخنرانی‌های اوباما بود. موچین برداشته بود و با جزئیات اینها رو بررسی میکرد که خب واقعا آموزنده ست.
نکته‌ی منفی کتاب هم این بود که یادش رفته بود هر سیاستمداری بالاخره مجبور میشه دروغ بگه گاهی و چقدر خوب میشد اگر همونطور که نقاط قوت سخنرانیهای اوباما رو درآورده بود اونجاهایی که ضعف نشون داده بود رو هم موشکافی میکرد تا کمتر شبیه رپورتاژ آگهی حزب دموکرات به نظر برسه.
در هر حال کتاب ارزش خوندن داره و بدون این کتاب هم میدونیم که اوباما شخصیت جذابیه پس اگر یکی داره مینویسه که چگونه مثل اوباما باشیم احتمالا حرفش ارزش خونده شدن داره.

[Shahamat Shakir · Rating 4 out of 5]

Through analysis of Barak Obama’s rhetoric style and expertise and how his speaking ability helped him galvanise millions in his “change” movement. He was a really good president.

1. Obama delivered his speech at the Democratic National Convention. Which was a super-hit. In the speech he told the audience about his life history. Throughout the speech he stabilised common grounds, build a good first impression, had an excellent persuasive technique and finally build a strong conclusion.

2. Obama earned trust and confidence through giving a strong first impression, leveraging second impressions by his voice, amplifications, pitches, pauses and finally leaving a strong afterthought. Obama was just like other popular leaders like JFK and Benazir Bhutto. Obama did not know, how America must change, but he clearly knew what America must change into. According to Obama the most important was to earn confidence is conveying strong ethics and substances consistently.

3. Obama has the ability to unite people, aspire common dreams and value. Obama shared history and his personal experiences about various events, has a common goal with everyone around him and finally leveraged other people’s words. Obama was also given funny names like “Alabama” or “Yo Mama.”

4. The best way to win the hearts and the minds of audience is at first knowing your audience. Personal experience comparison is an effective way. Make a one to one connection and finally don’t keep anything secret. Important listeners needs the 3 Rs: recognises, remembers and responsive.

5. According to Obama, while converting a vision provide descriptive history, create a dynamic event, personify ideas, start or end with an anecdote, convey a vision with your speech and finally illustrate with an anecdote, so that the points he made stays memorable.

6. Effective repetition, rhetorical questions, focus on themes helps a lot to preach your points to the targeted audience in a very efficient way. This process also leaves a strong afterthought. Obama has a dream that one day raisism will be abolished from the American soil and to restore the birth right for every American. Furthermore, the gun control act was also established.

7. Obama persuaded people in different ways. The most common ones are: non- rhetoric questions, contracting to others, rhetoric questions and gestures. Obama convinced people about his foresight by advertising about the benefits and motivating the voters to vote for him.

8. To know the outcast of the controversy you have to recast tone, change language, keep your image and finally overcome obstacles.

9. Creating a strong last impression motivates others to proceed for an action. This is only possible if you create a sense of urgency and inspire others about great achievements. On the other hand, repeating slogans and directing low lying fruits, helps in achieving the goal. He also points out that a lot of things has to be completed in a very short time span.

10. Finally, Barak Obama clearly started his intentions to the public and finally at Election Day he was elected as the president.

At last, in Obama’s final speech he was able to pull off all the points together and history was made again. I personally think he deserved to become the president for the second term.

[Maram · Rating 1 out of 5]

الكتاب عبارة عن استعراض لخطب أوباما وبعض التحليلات البسيطة التي تشير إلى أن أوباما استخدم لغة الجسد والتكرار وغيرها من الأساليب التي أدت إلى إضفاء القوة والجدية لخطاباته وسهلت من تقريبه إلى الشعب الأمريكي وبالتالي إلى الرئاسة,الكتاب ممل وركيك وغير مرتب ويكثر فيه التكرار والحشو بلا فائدة.

[Amanda · Rating 3 out of 5]

Full disclosure, I did not read this book because I'm interested in becoming a better public speaker. Making speeches is a thing I have zero interest in, now or in the future. I read this book solely because I wanted to revisit a time when I was not consistently embarrassed by my country's leadership, and reading and analyzing several of Obama's speeches from throughout his administration was exactly what I needed to achieve that. Some of the more technical aspects of it get tedious, but it's worth the read if for no reason other than to be reminded what it was like to have a president who could form a coherent sentence.

[Mahmoud Alrantisi · Rating 1 out of 5]

لا يقدم الكتاب معلومات جديدة أو مميزة , بقدر ما يقوم بتمجيد هذه المهارات بباراك أوباما حيث أنا الكتاب يحتوي على معلومات مفيدة تماد تكون اكاديمية الا أنه في معظم الحالات يتم الابتعاد عن المعلومة الاساسية .

[Aziz Nawaz]

nice tachtics of presenting
our self

[Puwa · Rating 5 out of 5]

Shel Leanne’s Say it Like Obama presents a comprehensive exploration of Barack Obama’s oratory brilliance, analyzing how he captivates audiences, breaks barriers, and inspires change. Leanne masterfully dissects Obama’s speeches, revealing the techniques that earned him a place among the most celebrated speakers of recent times.

One of the core themes in Leanne's analysis is how Obama avoids divisive rhetoric and instead emphasizes unity and shared values. As Obama famously stated, "There’s not a liberal America and a conservative America. There’s a United States of America." This approach shifts focus away from societal divisions—race, class, and religion—and directs attention to a common future, as illustrated in his words: "this election is not between regions or religions or genders... it is about the past versus the future."

Leanne also highlights Obama’s historical consciousness. By invoking powerful symbols like Martin Luther King Jr. and John F. Kennedy, Obama connects his audience to a larger narrative of American progress. As noted by The Times, Obama’s rhetoric exudes a “mixture of Martin Luther King and John F. Kennedy,” drawing upon the civil rights legacy of King and the idealism of Kennedy to craft a message that resonates globally. His reference to King’s iconic "I Have a Dream" speech—"my four children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character"—crystallizes his vision of a more inclusive America.

The book delves deeply into the rhetorical devices Obama uses to enhance his message. Alliteration, for example, draws attention to key phrases and lends a musical quality to his speeches. In phrases like “Yes we can” and “Change we can believe in,” repetition and rhythmic delivery are deployed to energize listeners and make his message memorable. Leanne identifies the tools of a skillful speaker—volume, texture, pace, pitch, and inflection—which Obama manipulates masterfully. He can switch from a hopeful tone to a dismissive one with seamless precision, giving his speeches emotional depth.

Personalization is another hallmark of Obama’s communication style. Leanne notes how Obama doesn’t merely speak at his audience but with them, building a rapport that makes his message feel personal and inclusive. Whether speaking of America’s future or confronting social issues like homelessness or education, he often places his vision in a broader historical context, like referencing the spirit of Robert Kennedy. This ability to personalize his speeches, combined with his articulation of shared dreams, allows him to transcend the role of a politician and become a transformational leader.

Obama’s use of historical allusions is pivotal in grounding his ideas. By recalling Abraham Lincoln or the "band of patriots who brought an empire to its knees," he situates his vision in the American tradition of striving for a better tomorrow. This, paired with his forward-looking optimism, is best captured in his enduring message of hope: “Hope in the face of difficulty. Hope in the face of uncertainty. The audacity of hope.”

As Leanne demonstrates, Obama’s speeches are not just about inspiring words—they are crafted to deliver a powerful impact. He crystallizes his points through precise sequencing, as in “A More Perfect Union” or “Change We Can Believe In,” which leaves the audience with a lasting, powerful impression. Each speech, meticulously structured, energizes his listeners, empowering them with a sense of collective purpose.

Leanne concludes by affirming Obama’s place in history as a distinguished national political figure and a master of oration. His speeches not only broke down barriers but also “built bridges,” bringing together people of diverse backgrounds. His ability to articulate shared values and dreams, coupled with his formidable speaking talent, places him among the great orators of our time. The book, in this sense, stands as a testament to Obama’s legacy of words, as a leader who believed in the transformative power of language to shape the future of America.

[Lloyd Downey · Rating 4 out of 5]

I remember being greatly impressed with Obama's nomination acceptance speech to the 2008 Democratic National Convention. Obviously I was not the only one. It was brilliant and it's dissected phrase by phrase and gesture by gesture here. Is this a "how to" book like the cover promises? Well no. You are not going to be able to speak like Obama just by reading this. The guy clearly has a lot of talents that run beyond speech writing. In fact, I'm not even sure whether this book teases out the obvious question about how many of his speeches were written by other speech writers and how much he wrote himself. In some ways I was a bit disappointed by this book but maybe it was actually pointing out the obvious and that was Obama pretty much stayed "on-message" most of the time. And the message was: There is one America, And America can do better than we've been doing, He raises inequality in America in health care , in opportunities for education, with social security. Time and again he comes back to these issues and emphasises that we can do this.
What I didn't fully appreciate ...and this book brings it out that Obama brings a whole host of rhetorical tricks...voice modulation, pauses, gestures, ..even the way he strides on stage ...into his presentation. Something else that I didn't appreciate was that very early in his career he was told to speak more like a "black man" and presumably he developed this from the churches he attended. Wherever he picked up his "tricks of the trade" he learned them well. I recall one of the late night shows..... which used to regularly parody George Bush's mangling of he language....... bemoaning the fact that Obama spoke so clearly, so confidently and with such mastery of the language that they were not going to be able to repeat their parodies with Obama.
It's impossible not to be impressed when you see his 2008 speech taken apart and analysed. The way it builds, the way he builds links with his audience, how he creates empathy, how he weaves in patriotic feelings, and biblical quotes, how he builds up John McCain before demolishing him, his references to what is wrong with America and his clever self-references showing that he too knew what it was to grow up poor and to suffer discrimination. He offers solutions, he offers hope, he offers a brighter future. And as they say in the postscript to this analysis: "The masterful and powerful delivery solidified Obama's place as one of the most effective and outstanding orators of recent times". And having a great natural baritone voice was a good start from which to build.
Can you speak like Obama now? Can you even draft a speech like his? Hmm almost certainly not but I did learn a lot and learned some of the tricks of the trade....especially doing a bit of research into your audience beforehand and taking the trouble to build empathy with that audience. That seems to me to be important. Not being mean and harsh but being generous to your opponents also seems to be part of his appeal. And this can easily be adopted.
So, all in all, an interesting book. It shows you how Obama had such impact but not necessarily, how you might be able to achieve the same. I give it four stars.

[Abolfazl Fattahi · Rating 5 out of 5]

چند روز پیش به خودم نگاهی انداختم و دیدم چند روزه کتاب نمی خونم، البته واقعا فرصت هم اصلا نداشتم ولی باید حتما می خوندم به یکی از فروشگاه های شهر کتاب رفتم و بین موضوعات مختلف می چرخیدم تا اینکه عکس اوباما روی جلد یک کتاب نظرم رو به خودش جلب کرد، اسمش «تکنیک های سخنرانی اوباما (قدرت بیان آگاهانه و هدفمند)»، نوشته شل لنه و ترجمه امیر نیرومند که انتشارات جاودان خرد هم زحمت چاپش رو کشیده بود، این کتاب یکی از بهترین کتاب هایی بود که تا حالا خوندم صرف نظر از بحث های سیاسی، شخصیت این آدم برام خیلی جالب بود، نکته قابل تامل این کتاب محوریت کشور آمریکا برای این شخصیت بود، حتی در دورانی که می تونست دیگران رو بکوبه و خودش رو بکشه بالا، بیشترین تمرکزش ساختن آمریکا بود و باز نکته قابل توجه اون این بود که تکیه به همکاری و همدلی مردم در ساخت آمریکا و بازگشت به بهترین دوران این کشور داشت، خیلی خوب به گذشته بر می گشت، به موقع از نظریات و سخنان بزرگان مثال میزد، خیلی خوب حرف هاش رو به اعتقادات خودش و مردم وصل می کرد و …، خیلی خوندن این کتاب برای من لذت بخش بود، دیگه خودتون زحمت مقایسه حرف ها و سخنرانی های ایشون رو بدون در نظر گرفتن بحث های سیاسی با مشابه داخلی های خودمون طی چندین دهه گذشته بکشید.

[Chithamparanathan Rajathagireesan · Rating 4 out of 5]

Concise and to-the-point, this book analyzes aspects of oration and leadership with clarity.

It points to techniques and details that makes for powerful and effective speaking.

It highlights principles applicable to any situation - relevant and versatile.

I personally like the following paragraph where Obama speaking about future is based on the choices we take.

"The choice is ours. We can be remembered as a generation that chose to drag the arguments of the 20th century into the 21st; that put off hard choices, refused to look ahead, and failed to keep pace because we defined ourselves by what we were against instead of what we were for. Or we can be a generation that chooses to see the shoreline beyond the rough waters ahead; that comes together to serve the common interests of human beings, and finally gives meaning to the promise embedded in the name given to this institution: the United Nations.

[Rey · Rating 4 out of 5]

A 3.5 and much better than initially expected.

At first glance, it seemed abit basic. The writing style while does break down elements also comes off as repetitive.

Yet this is an excellent topic as obama is one of the most masterful and rousing orators ever seen. The speeches and an explanation of the style of his communication did make it a good read. You see such speeches in different light when reading them, and the way broken down really was useful.

[Maddie · Rating 2 out of 5]

This book was fine. It really should have just been a long article rather than a book as it was very repetitive both in the speeches it highlighted and the speech/presentation techniques highlighted. It could even have been an article that highlights all those techniques through just 1 or 2 of Obama’s speeches.

[Paul Nguyen · Rating 5 out of 5]

Thorough analysis of President Obama's rhetorical style and expertise, and how his speaking ability allowed him to galvanize millions in his "change" movement. I miss having a well-spoken person in the WH.

[Abdul Jalil · Rating 4 out of 5]

good guide for political speeches

[Daniel · Rating 4 out of 5]

Say it like Obama was amazing I have always loved President Obama speaking so to learn how he did it was amazing

[Grace · Rating 5 out of 5]

Concise and to-the-point, this book analyzes aspects of oration and leadership with clarity.
It points to techniques and details that makes for powerful and effective speaking.
It highlights principles applicable to any situation - relevant and versatile.

It equips and encourages its readers to hone their speaking skills with the intention, expertise, and confidence to win audiences over.

Recommended for anyone who wishes to speak better, lead better, persuade better, or appreciate Obama’s rhetoric genius better.

[Blog on Books · Rating 5 out of 5]

In the wake of President Obama’s first televised address from the oval office, (using this initial opportunity to address the BP oil spill situation in the gulf) we thought it would be interesting to take a look at a book that profiles the skills that the former Senator from Illinois employs to convey his messages to the public.

‘Say It Like Obama’ examines the myriad techniques that Obama – who even his most vocal critics admit is one of the finest orators of the modern political era – uses to drive his agenda in ways most speakers have never approached. Author Shel Leanne deconstructs a variety of famous Obama speeches – beginning with his electrifying 2,800 word speech that introduced a magnetic new young player to the political arena at the Democratic National Convention in Boston in July of 2004, to Obama’s later, high-profile speeches in Berlin, his acceptance speech, the inauguration speech and others.

Along the way, Leanne distills the specific techniques that allowed Obama to maximize the effectiveness of the communication that created the meteoric rise of the 44th President of the United States. Among the techniques ‘Say It’ reveals are things like finding common ground, using words that resonate, addressing objections, the power of three, using polysyndeton and achieving transcendence. In identifying each technique, Leanne shows example after example of how these devices are used to create hyper-effective, and highly effective communication to an audience.

The purpose of the book, of course, is to show business leaders and anyone who aspires to public speaking, a panoply of approaches to effectively improve their mass-communication skills. By using uber-orator Obama as the example, the book cannot help but succeed. Or more simply put, ‘Fired up’ begins here.

[Vijai · Rating 5 out of 5]

A very enriching experience about leadership more and less about oratory skills. There were seriously some pages in this book which made me want to just stand up and clap for this guy - the way he dealt with the controversy involving a certain pastor (excuse my lack of religious accuracy), the way he dealt with a certain other politician, his speech amazingly honest about his upbringing and lineage - so much so that I am now convinced that in my view of all-star oratory masters, Mr. Obama holds a very respectful number 2 position. Now, let me be very clear, I don't say that because I want to curry favor with anyone (like that matters!) but it was genuinely amazing to know that someone thought of such a radical no-nonsense response when a lesser man like me would have beaten around the bush. And all that done with the finesse of master pianist's deft perfection of the notes. If that isn't the sign of an able orator displaying situational leadership tell me what is?

Ms. Shel Leanne has done an amazing job. Not with her content in this book (besides that I mean) but with her clear-cut vision of what she wanted to say and in what context. Simple, she is convinced that Mr. Obama is the zen master of public speaking and passes that conviction on to us with irrefutable evidence. 'Simplicity is the ultimate sophistication', someone smart said a few decades ago and the author has proved it right with this book and its presentation.

Worth a read if not a definite reference material on how to be awesome in public speaking.

[Andrea James · Rating 4 out of 5]

I've given this book four stars even though I only "liked it" as opposed to "really liked it" as per Goodreads star rating system. I've done so on this occasion because I think the author delivered on her promise based on the book's title and premise. I just didn't expect that I would be be quite so worn down by reading political speech after political speech by the same person. I'll know for next time!

I liked that the author covered various aspects of speech writing and delivering and gave examples of how Obama incorporated these tools into his speeches. From strong openings and inspiring/call-to-action closings to storytelling.

So if you're interested in rousing, motivational, political speeches, this is pretty a decent book. I think it probably helps if you are an Obama fan to be able to get through that many speeches by him and praise of him. I'm personally too apolitical to be moved by any politician though I am obviously impressed enough by his ability to deliver speeches to get this book.

[E · Rating 4 out of 5]

Useful guide to speech making

President Barack Obama’s considerable ability to capture people’s attention and move them to action is closely tied to his exceptional oratorical skills. But how exactly does he do it? Shel Leanne, president of a leadership development firm, dissects Obama’s powerful speaking style and shows how it is integral to his entire leadership package. Using examples from Obama’s speeches, she explains how you can improve your own communication and leadership capabilities. The book is practical and readable, although repetitive, and it would have been even more useful had the designer set off the speech excerpts more clearly from the rest of the text. getAbstract considers this work essential for any aspiring speaker’s library. Even if you never become president of the U.S., you will probably find yourself in front of a group of colleagues, employees or students whom you need to impress.

[Daniel Taylor · Rating 5 out of 5]

Speak powerfully to persuade audiences to support your point of view.

This book starts with an annotated transcript of one of Obama's early speeches. From there it expounds on the oratorical techniques Obama uses to communicate powerfully and win every audience he speaks to.

The best thing about this book is not just that the tips are practical, but simply by reading it and thinking about your next public speaking gig, you'll be transformed into a better speaker. I know because I gave a short talk midway through reading the book and my speech had a structure missing from other talks I've given and it elicited a strong response from the audience.

I recommend it to every leader, business person or anyone who wants to win people over.

[David Giannetto · Rating 4 out of 5]

Overall very good with nicely explained examples. Of course it is pro-Obama but never gets into anything political. It is a bit of a stretch for business or motivational speakers but if you're looking for a different perspective to give you new ideas it is a great read for that. It does overlook the fact that he has an army of speech writers at his disposal, and it would have been nice if they were acknowledged along with his great techniques. Much of what he is given credit for is actually clever speech writing that is then delivered by an exceptional speaker.

[Kim · Rating 5 out of 5]

As a communication strategist myself, I found this book to be insightful. It illustrates how to speak with a purpose; how to phrases ideas, when to intonate your words and use effective gestures, etc. Not only is this an excellent general reading book, but an excellent tool for those who are public speakers. It is also a good book for high schoolers on the debate team or any leadership position.

[Widya · Rating 4 out of 5]

I got this book as a birthday gift and very grateful to have it as I am in the learning phase of doing public speaking. The author, Shelly Leanne, was able to picturized every movement, body gesture, stressing words of Obama as well as the connection with Communication Theory. You will be able to picture well in your mind as you read through this book. It is well recommended book to read and keep it.

[Debbie · Rating 2 out of 5]

I was intrigued by the premise of this book and had high expectations, but overall I found it rather disappointing. There certainly were some interesting nuggets of useful information, but I think it was too politically-oriented. Perhaps I should have anticipated that. However, I expected more insight into President Obama as a gifted speaker rather than as a politician. That's not to say I didn't find anything of value. I did, but just not as much as I would have liked.

[Edit · Rating 4 out of 5]

This is about the art of speech of Barrack Obama.Campaign.But I think it can be used for the smaller relation too,ex:conversation One point I like from this book is about the actual condition in American people,,specifically about healthy service,education,tax,people who lose their houses,and the worker in American country who lose their jobs because it's moved to China!

[Narelle Todd · Rating 5 out of 5]

Presentations, speeches and talks that move me to action and take me on a journey with the speaker is a gift. Orators such as Obama take a speech which is masterfully written and then add their own snap to it and I found this book interesting to actually look at how that process works and how I can adopt the same sense of vision when I present.

[Usama Albastaki · Rating 4 out of 5]

نوع جديد من الكتب لم أألف عليه يتحدث عن مهارة الخطابة عند أوباما من حيث اختيار الكلمات المناسبة ، رفع ونزل حدة الصوت لم إمرار أفكاره واستخدامه للأمثلة لإحداث التأثير في الجمهور المستمع واستخدامه لإيماءات في جسده لتنبيه الآخرين على النقاط المهمة في خطابه.

أحببت الكلام حتى أني وجدت نفسي أنتهي من قراءته في يوم ونصف.

ينصح به لمن أراد أن يضطلع على هذا المجال.

[Galena Sanz · Rating 3 out of 5]

Una lectura para una asignatura de clase. Creo que está mucho más enfocada para personas dedicadas a la política que pueden querer imitar a Obama y ser capaces de comunicarse mejor y convencer.

Ha sido interesante leer sus discursos porque la verdad es que no tengo ni idea de política estadounidense pero no sé hasta qué punto este libro me ayudará a superar la asignatura.

[Reem · Rating 4 out of 5]

Its the first time I've read a complete book on self improvement, I usually stop at the first 50 pages or so. But here, I kept on reading, the book was so gratifying and interesting with all the quotes of Obama's legendary speeches. Great book and very helpful. Thanks Leanne.