Communication Wins.

Obama campaign shows effective communication at its best.

No matter how you feel about the fact that Barack Obama is now President-elect of the U.S., only "the most un-gracious" (as one CNN commentator put it) would not marvel at the paradigm-changing communication that put the Democrats virtually in charge of three branches of government. Obama campaign shows effective communication at its best.

No matter how you feel about the fact that Barack Obama is now President-elect of the U.S., only "the most un-gracious" (as one CNN commentator put it) would not marvel at the paradigm-changing communication that put the Democrats virtually in charge of three branches of government. (In addition to dominating both houses of Congress, observers predict that Obama will appoint two or three Supreme Court Justices.)

For years, we will be studying the paradigm-changing sophistication with which the Obama team harnessed the power of the Internet. The brilliant use of social networks to raise funds and an army of volunteers was, however, merely tactical. All of the whiz bang technology was strategically deployed to accomplish a very old-fashioned purpose: to get people talking to one another and to become involved in what they saw as a mission, a crusade. (It didn't hurt that Obama is a brilliant orator and as Colin Powell said, a "transformative figure.")

Communication professionals, however, often lapse into the "write it down and pass it out" mode of communication, avoiding dirty fingernails — and meaningful results. Person-to-person communication is still the most effective way to move people, figuratively and literally.

You can take that to the White House.