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《奧巴馬製勝的營銷密碼》講述瞭：伴隨著勝利的喧囂，奧巴馬成為瞭美國第44任總統，而在競選之初，奧巴馬卻麵臨著很多看起來難以逾越的障礙。作為一個競選者，奧巴馬在很多方麵都顯得與常規格格不入：默默無名；名字聽起來像是個穆斯林；父親來自非洲，而母親則是美國白人；在夏威夷長大，在哈佛大學獲得法律學位；從政的經曆概括起來隻有大概25個單詞，甚至更少。就像奧巴馬自己說的那樣：“我從來都不是一個希望最大的競選者。” What can business leaders learn from Barack Obama's improbable victory? A great deal, says this brief, readable book, which spells out the lessons of the Obama campaign and goes on to illustrate them, citing companies that have used similar techniques to succeed. Obama ran a nearly flawless campaign that stayed on message, attracted tens of thousands of dedicated volunteers, and collected a record flood of dollars from donors large and small. But his triumph was also to use social networking to create a vast online community that has changed politics forever. And that's precisely what businesses need to do. In a soundbyte, Obama's threefold approach was (1) to keep his cool, (2) to apply to politics the social technologies of the Internet, including blogs, texting, and viral videos, and (3) to embody in himself the change that he meant to bring to the country. None of these goals are as simple as they sound. Barack, Inc. , not only spells them out clearly but offers actionable lessons that businesspeople can apply, beginning tomorrow. "Change" has become a tired political cliché, but Obama gave it new life by persuading a solid majority of voters that he could lead them to a whole new kind of politics and government, transcending the petty partisanship of recent years. And he himself embodied that change. "We are the ones we've been waiting for," he told his rallies. "We are the change we seek. . . . Let's go change the world." Just so, says this important book, business leaders must embrace change and become the change they offer. Only then will their constituencies -- shareholders, employees, suppliers, customers -- follow them to achieve it. But having done that, their companies will have become communities -- and the authors tell us that community, in addition to products and profits, is what business is about in the Web 2.0 world of the 21st century.