The Rawness

This is part 2 of an ongoing series dedicated to piecing together a plausible personality profile of Obama. Part 1 can be found here.In the last part, I mentioned how I thought Obama’s main strategy was to sell himself using a compelling narrative rather than focusing on a message with a strong intellectual policy foundation. I’m currently reading his autobiography Dreams from My Father: A Story of Race and Inheritance, and it hit me that Obama was portraying himself in the book as a Byronic Hero, which I discussed in part 1 of this series. In the book he also mentions his grandfather owning a copy of How to Win Friends and Influence People by Dale Carnegie.

He doesn’t mention reading it himself though, but it made enough of an impact on him as a kid for him to mention it decades later. It made me wonder whether seeing his grandfather own and use that book to help him with his sales career made him open to the idea of reading self-help books to improve communicating and connecting with people too.

I flipped through my copy of How to Win Friends and Influence People to see if I could see an obvious influence of the book on his personal style, but I couldn’t really see it, at least not in the first three chapters of his book or his campaigning style, which is all I really know of him right now. (As this series progresses I hope to eventually read everything about him I can get my hands on)

Right next to my copy of Carnegie’s book however was The 48 Laws of Power, so no a whim I flipped through that next, and the similarities between the book’s advice and Obama’s approach to defining himself and winning the Presidency were staggering.
Here is a brief summary of each of the 48 Laws of Power. I’ll highlight key laws which I think apply to Obama below. Most of the connections between each law and Obama are self-explanatory, but for some of them I added commentary in bold and brackets for clarification.

Law 2
Never put too Much Trust in Friends, Learn how to use Enemies
Be wary of friends-they will betray you more quickly, for they are easily aroused to envy. They also become spoiled and tyrannical. But hire a former enemy and he will be more loyal than a friend, because he has more to prove. In fact, you have more to fear from friends than from enemies. If you have no enemies, find a way to make them.
[PUBLICLY DISAVOWING HIS FRIEND AND MENTOR REV. WRIGHT, OFFERING SEC. OF STATE TO HILLARY, IMMEDIATELY MEETING WITH JOHN MCCAIN]

Law 3
Conceal your Intentions
Keep people off-balance and in the dark by never revealing the purpose behind your actions. If they have no clue what you are up to, they cannot prepare a defense. Guide them far enough down the wrong path, envelope them in enough smoke, and by the time they realize your intentions, it will be too late.

Law 4
Always Say Less than Necessary
When you are trying to impress people with words, the more you say, the more common you appear, and the less in control. Even if you are saying something banal, it will seem original if you make it vague, open-ended, and sphinxlike. Powerful people impress and intimidate by saying less. The more you say, the more likely you are to say something foolish.

[RATHER THEN GIVE SPECIFICS AND GOING IN-DEPTH, OBAMA RAN USING VAGUE PHRASES AND SOARING BUT BANAL RHETORIC LIKE "YES WE CAN," "HOPE," "CHANGE," AND "UNITY"]

Law 5
So Much Depends on Reputation ? Guard it with your Life
Reputation is the cornerstone of power. Through reputation alone you can intimidate and win; once you slip, however, you are vulnerable, and will be attacked on all sides. Make your reputation unassailable. Always be alert to potential attacks and thwart them before they happen. Meanwhile, learn to destroy your enemies by opening holes in their own reputations. Then stand aside and let public opinion hang them.

Law 6
Court Attention at all Cost
Everything is judged by its appearance; what is unseen counts for nothing. Never let yourself get lost in the crowd, then, or buried in oblivion. Stand out. Be conspicuous, at all cost.
Make yourself a magnet of attention by appearing larger, more colorful, more mysterious, than the bland and timid masses.

Law 7
Get others to do the Work for you, but Always Take the Credit
Use the wisdom, knowledge, and legwork of other people to further your own cause. Not only will such assistance save you valuable time and energy, it will give you a godlike aura of efficiency and speed. In the end your helpers will be forgotten and you will be remembered. Never do yourself what others can do for you.

Law 8
Make other people come to you – use Bait if Necessary
When you force the other person to act, you are the one in control. It is always better to make your opponent come to you, abandoning his own plans in the process. Lure him with fabulous gains – then attack. You hold the cards.

Law 11
Learn to Keep People Dependent on You
To maintain your independence you must always be needed and wanted. The more you are relied on, the more freedom you have. Make people depend on you for their happiness and prosperity and you have nothing to fear. Never teach them enough so that they can do without you.
[OBAMA HAS DONE THIS WITH HIS FOLLOWERS BY ENCOURAGING THE MESSIANIC FERVOR HIS FOLLOWERS HAVE FOR HIM. IT'S REACHED THE POINT WHERE PEOPLE SAY THINGS LIKE BELOW]

Law 12

Use Selective Honesty and Generosity to Disarm your Victim
One sincere and honest move will cover over dozens of dishonest ones. Open-hearted gestures of honesty and generosity bring down the guard of even the most suspicious people. Once your selective honesty opens a hole in their armor, you can deceive and manipulate them at will. A timely gift – a Trojan horse – will serve the same purpose.

[OBAMA'S POST-ELECTION OVERTURES TO MCCAIN AND HILLARY CLINTON, TWO PEOPLE WHO COULD CAUSE HIM POLITICAL GRIEF IN THE FUTURE, FALL UNDER THIS LAW AS WELL]

Law 13
When Asking for Help, Appeal to People’s Self-Interest, Never to their Mercy or Gratitude
If you need to turn to an ally for help, do not bother to remind him of your past assistance and good deeds. He will find a way to ignore you. Instead, uncover something in your request, or in your alliance with him, that will benefit him, and emphasize it out of all proportion. He will respond enthusiastically when he sees something to be gained for himself.
[THIS WORKS WITH OBAMA BY MAKING PROMISES BASED ON CLASS WARFARE. HE PAINTS A ROBIN HOOD IMAGE WHERE HE'LL REDISTRIBUTE THE WEALTH OF THE RICH AMONG THE POOR AND MIDDLE CLASSES. THIS LEADS TO DISPLAYS LIKE THE WOMAN IN THE YOUTUBE VIDEO ABOVE PROCLAIMING THAT HER GAS AND MORTGAGE WILL BE PAID IF OBAMA WINS.]

Law 20
Do Not Commit to Anyone
It is the fool who always rushes to take sides. Do not commit to any side or cause but yourself. By maintaining your independence, you become the master of others – playing people against one another, making them pursue you.

Law 24
Play the Perfect Courtier
The perfect courtier thrives in a world where everything revolves around power and political dexterity. He has mastered the art of indirection; he flatters, yields to superiors, and asserts power over others in the mot oblique and graceful manner. Learn and apply the laws of courtiership and there will be no limit to how far you can rise in the court.

Law 25
Re-Create Yourself
Do not accept the roles that society foists on you. Re-create yourself by forging a new identity, one that commands attention and never bores the audience. Be the master of your own image rather than letting others define if for you. Incorporate dramatic devices into your public gestures and actions – your power will be enhanced and your character will seem larger than life.

[FROM WHAT I'VE READ SO FAR IN HIS BIO, OBAMA ALWAYS SEEMS TO BE TRYING TO RECREATE HIS IDENTITY GROWING UP. THE BOOK ITSELF SEEMS TO BE AN ATTEMPT TO RECREATE HIMSELF]

Law 26
Keep Your Hands Clean
You must seem a paragon of civility and efficiency: Your hands are never soiled by mistakes and nasty deeds. Maintain such a spotless appearance by using others as scapegoats and cat’s-paws to disguise your involvement.
[PLENTY OF LEAKS AND CHEAP SHOT ATTACKS DONE BY OBAMA SUPPORTERS AND THE MEDIA, ESPECIALLY AGAINST PALIN, WHICH OBAMA THEN DISTANCES HIMSELF FROM BY PUBLIC DENOUNCING AFTER THEY'VE ALREADY HAD THEIR EFFECT. NOT SAYING HE WAS DEFINITELY BEHIND THESE ATTACKS, BUT HE DID BENEFIT FROM THEM WHILE MAKING SURE TO KEEP HIS HANDS CLEAN PUBLICLY]

Law 27
Play on People?s Need to Believe to Create a Cultlike Following
People have an overwhelming desire to believe in something. Become the focal point of such desire by offering them a cause, a new faith to follow. Keep your words vague but full of promise; emphasize enthusiasm over rationality and clear thinking. Give your new disciples rituals to perform, ask them to make sacrifices on your behalf. In the absence of organized religion and grand causes, your new belief system will bring you untold power.

Law 28
Enter Action with Boldness
If you are unsure of a course of action, do not attempt it. Your doubts and hesitations will infect your execution. Timidity is dangerous: Better to enter with boldness. Any mistakes you commit through audacity are easily corrected with more audacity. Everyone admires the bold; no one honors the timid.

[OBAMA IS VERY GOOD AT THIS. HE ACTED LIKE HE WAS ALREADY PRESIDENT WHEN HE WAS IN THE DEBATES BY CONSTANTLY SAYING "WHEN I'M PRESIDENT..." AFTER HE WON, IN HIS ACCEPTANCE SPEECH HE IMMEDIATELY STARTED TALKING ABOUT HIS SECOND TERM. THAT'S BOLD AND AUDACIOUS.]

Law 30
Make your Accomplishments Seem Effortless
Your actions must seem natural and executed with ease. All the toil and practice that go into them, and also all the clever tricks, must be concealed. When you act, act effortlessly, as if you could do much more. Avoid the temptation of revealing how hard you work – it only raises questions. Teach no one your tricks or they will be used against you.

Law 32
Play to People’s Fantasies
The truth is often avoided because it is ugly and unpleasant. Never appeal to truth and reality unless you are prepared for the anger that comes for disenchantment. Life is so harsh and distressing that people who can manufacture romance or conjure up fantasy are like oases in the desert: Everyone flocks to them. There is great power in tapping into the fantasies of the masses.

Law 33
Discover Each Man’s Thumbscrew
Everyone has a weakness, a gap in the castle wall. That weakness is usually an insecurity, an uncontrollable emotion or need; it can also be a small secret pleasure. Either way, once found, it is a thumbscrew you can turn to your advantage.

[OBAMA IS A MASTER AT TELLING EACH INTEREST GROUP EXACTLY WHAT THEY WANT TO HEAR]

Law 34
Be Royal in your Own Fashion: Act like a King to be treated like one
The way you carry yourself will often determine how you are treated; In the long run, appearing vulgar or common will make people disrespect you. For a king respects himself and inspires the same sentiment in others. By acting regally and confident of your powers, you make yourself seem destined to wear a crown.

Law 37
Create Compelling Spectacles
Striking imagery and grand symbolic gestures create the aura of power – everyone responds to them. Stage spectacles for those around you, then full of arresting visuals and radiant symbols that heighten your presence. Dazzled by appearances, no one will notice what you are really doing.

[OBAMA'S STRIKING ICONOGRAPHY IS LIKE NOTHING I'VE SEEN FROM A MODERN CANDIDATE. SLEEK, BOLD, COMPELLING, CLEAN AND COLORFUL, IT'S THE TYPE OF BRANDING YOU'D EXPECT FROM A FRESH NEW HIP PRODUCT DESIGNED BY A TOP AD AGENCY AND GRAPHIC DESIGN FIRM. MANY OF HIS SPEECHES HAVE ALSO BEEN COMPELLING SPECTACLES, LIKE THE ONE HE GAVE IN BERLIN TO 200,00 PEOPLE]

[LOOK AT THIS CROWD OF 200,000 THAT CAME OUT TO SEE OBAMA SPEAK IN BERLIN. HOW'S THAT FOR COMPELLING SPECTACLE?]

Law 38
Think as you like but Behave like others
If you make a show of going against the times, flaunting your unconventional ideas and unorthodox ways, people will think that you only want attention and that you look down upon them. They will find a way to punish you for making them feel inferior. It is far safer to blend in and nurture the common touch. Share your originality only with tolerant friends and those who are sure to appreciate your uniqueness.

Law 43
Work on the Hearts and Minds of Others
Coercion creates a reaction that will eventually work against you. You must seduce others into wanting to move in your direction. A person you have seduced becomes your loyal pawn. And the way to seduce others is to operate on their individual psychologies and weaknesses. Soften up the resistant by working on their emotions, playing on what they hold dear and what they fear. Ignore the hearts and minds of others and they will grow to hate you.

Law 45
Preach the Need for Change, but Never Reform too much at Once
Everyone understands the need for change in the abstract, but on the day-to-day level people are creatures of habit. Too much innovation is traumatic, and will lead to revolt. If you are new to a position of power, or an outsider trying to build a power base, make a show of respecting the old way of doing things. If change is necessary, make it feel like a gentle improvement on the past.

Law 48
Assume Formlessness
By taking a shape, by having a visible plan, you open yourself to attack. Instead of taking a form for your enemy to grasp, keep yourself adaptable and on the move. Accept the fact that nothing is certain and no law is fixed. The best way to protect yourself is to be as fluid and formless as water; never bet on stability or lasting order. Everything changes.

Regardless of whether or not Obama actually read 48 Laws or not, a majority of the book directly applies to the strategies Obama used when running.

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