Small Business Lessons from the Obama Campaign

WestJet, Southwest Airlines and Barack Obama's presidential campaign were all successful, says Mark Healy in Lessons from the Obama Campaign (ReportonBusiness.com) because they all did/do the same three things:

• choose a good, smart team
• stay on brand/on message
• break the rules and change the game.

For instance, Barack Obama's use of the Internet to raise funds rather than depending on the hoary method of seeking big cheques from people he already knew is a perfect example of how changing the game can reap huge success.

But what really strikes a chord with me is Mr. Healy's explanation of how to stay on brand and on message:

"The best brand messages are simple. And emotive. And positive. And are drilled into customers without compromise." (Sounds a great deal like a Unique Selling Proposition, doesn't it?)

Mark Healy's three lessons are a great litmus test for your own small business. Once you've read his article, ask yourself:

• Have you surrounded youself with a good, smart team?
• What is your brand message? Is it simple, emotive and positive?
• How can you change the rules to get the edge over your competition?

Here are some potential ideas/solutions if you come up short:

On building a great team:
Harness the Power of an Advisory Board

On building a brand:
Your Unique Selling Proposition
5 Steps to Brand Building

On getting the edge:
Creating a Sales and Marketing Strategy