I’ve just watched the Obama speech at Selma.

It takes 30 minutes.

It’s a tour de force – Obama at his very best.

It’s a reminder of the power of words.

It’s also a reminder of the purpose of words.

Words have greater power when they are united in a cause.

When you are very clear about the point you are trying to make.

When. Each. One. Helps. People. Connect. With. You.

If the words you use don’t help convince, if they don’t serve the greater purpose, if they aren’t helping your customers cross the bridge of commitment, you either need to change your words, or change who’s choosing them.

 

If you want to unpick the purpose of Barack’s words at Selma, this piece in the New Yorker Magazine is worth a read.