White House Speaking Class
 |
Description
Book Introduction
“You can do it too.
Here are all of Obama's speaking secrets revealed!"
★★★ Kang Won-guk, former Blue House speech secretary
“This book goes beyond simple speaking skills.
“Guide to words that build trust”
★★★ [Heeren Choi] Author Heeren Choi
He was in charge of speechwriting throughout Obama's eight-year term.
Practical speaking strategies revealed for the first time by a White House speechwriter with 25 years of experience.
The moving and famous speeches of Barack Obama, who is considered a world-class orator, are still remembered as the 'classic of speaking'.
It is no exaggeration to say that Obama's most powerful weapon as the first black president of the United States is his words.
"White House Speaking Lessons" is a book in which the author, who served as speechwriter for the entire eight years of Obama's term and wrote 3,477 speeches and statements, reveals the secrets of persuasive speech and heart-moving power, vividly learned through exchanging opinions with the president.
There have been many books published in Korea that collected Obama's speeches or analyzed the techniques contained in the speeches from a third-party perspective.
However, this is the first book to analyze the structure of speech based on the persuasion techniques personally taught by Obama and even teach the mindset to overcome fear.
This book details the process of creating Obama's many famous speeches, from the Connecticut mass shooting memorial speech, the 2009 Nobel Peace Prize acceptance speech, to the 2017 General Andrews farewell address, through the perspective of a White House speechwriter, and guides you through the art of speaking that will get you noticed.
This is the 'secret of speaking well' heard in Obama's voice that has never been made public before.
Another advantage of this book is that it contains the process of creating and revising a speech, making it an exciting read, as if you were peeking into a behind-the-scenes story.
Moreover, by introducing examples of ordinary people who have inspired the world, the book emphasizes that the contents of this book are not limited to leaders such as presidents and businessmen, but are the essence of speaking that can be utilized by anyone.
Here are all of Obama's speaking secrets revealed!"
★★★ Kang Won-guk, former Blue House speech secretary
“This book goes beyond simple speaking skills.
“Guide to words that build trust”
★★★ [Heeren Choi] Author Heeren Choi
He was in charge of speechwriting throughout Obama's eight-year term.
Practical speaking strategies revealed for the first time by a White House speechwriter with 25 years of experience.
The moving and famous speeches of Barack Obama, who is considered a world-class orator, are still remembered as the 'classic of speaking'.
It is no exaggeration to say that Obama's most powerful weapon as the first black president of the United States is his words.
"White House Speaking Lessons" is a book in which the author, who served as speechwriter for the entire eight years of Obama's term and wrote 3,477 speeches and statements, reveals the secrets of persuasive speech and heart-moving power, vividly learned through exchanging opinions with the president.
There have been many books published in Korea that collected Obama's speeches or analyzed the techniques contained in the speeches from a third-party perspective.
However, this is the first book to analyze the structure of speech based on the persuasion techniques personally taught by Obama and even teach the mindset to overcome fear.
This book details the process of creating Obama's many famous speeches, from the Connecticut mass shooting memorial speech, the 2009 Nobel Peace Prize acceptance speech, to the 2017 General Andrews farewell address, through the perspective of a White House speechwriter, and guides you through the art of speaking that will get you noticed.
This is the 'secret of speaking well' heard in Obama's voice that has never been made public before.
Another advantage of this book is that it contains the process of creating and revising a speech, making it an exciting read, as if you were peeking into a behind-the-scenes story.
Moreover, by introducing examples of ordinary people who have inspired the world, the book emphasizes that the contents of this book are not limited to leaders such as presidents and businessmen, but are the essence of speaking that can be utilized by anyone.
- You can preview some of the book's contents.
Preview
index
Praise poured in for this book
As we entered, we were like, “What? Are you going to reveal all our trade secrets?”
Part 1: You Can't Live in Fear of Speaking Anymore
Chapter 1: Never doubt your right to speak.
The fear of speaking is instinctive │ Even Obama, the orator, failed countless times │ Things change when you find what you really want to say │ Why a boy who stuttered was able to elect Joe Biden │ Be proud of your origins and background
Chapter 2: The Most Personal Stories Are the Most Powerful
If you can't even figure out what to say │ "Don't skip Susan's story" │ The secret to growing a mediocre company by 150 percent │ What a refugee soccer player said to cover up Trump's gaffe │ Speak up for what you believe is right
Chapter 3: Understand the Essence of Speaking
Speaking is like a play. │ Speak in your most authentic way. │ Create an emotional current. │ The performance completes the message.
Chapter 4: Success in Speaking is Completed Behind the Podium
The 50-25-25 Rule for Creating the Best Speech │ 10 Things You Must Know Before Going on Stage │ Summarize Your Key Message in One Sentence │ Do Your Research as Thoroughly as You Can
Part 2: The Structure of Unconditional Communication
Chapter 5: Captivate with the First Word
The Structure of Writing You Need to Know Before Writing a Manuscript │ Proven Secrets to Making a Good First Impression │ Don't Try to Make Your Audience Laugh
Chapter 6: Characteristics of Words That Move People
The more specific you are in describing the problem, the better. Words that promote prejudice and division are powerless. Emphasize your identity, which is closest to your audience. Appeal to the listener's beliefs.
Chapter 7: How to Persuade Someone Who Thinks Differently
Speaking in Universal Values │ Why Value-Oriented Companies See Steep Sales Growth │ Effective Moral Framing Even in Sharp Conflicts
Part 3: Speaking Skills to Get What You Want
Chapter 8: How to Be Sincere
Statistics don't win hearts │ People want humanity │ Emotions always trump logic │ The surprising power of honest words │ Imagine talking to someone you know │ Obama's words urging international support for refugees
Chapter 9: Speak Easily, Speak Easier
Speak so that even a middle schooler can understand │ Don't talk like a robot │ Abbreviations lead to misunderstandings │ Double negatives and legal terms to avoid │ A good speaker talks to his audience
Chapter 10: Let the Words Sing
Avoid using predictable expressions │ Mark your speech with elegant words │ Even speech has rhythm
Part 4: There's Something Special About Words That Change the World
Chapter 11: The Courage to Tell It Like It Is
10 Fact-Checking Virtues That Build Trust Before You Speak: A Virtue That's Even More Crucial in the Social Media Age
Chapter 12: How to Move Many People at Once
Give the gift of life lessons │ State your needs clearly │ Clarify the challenge │ Take the lead
Chapter 13: The Perfect Instinct of Hope
You can't change the world with anger and fear. Finally, be optimistic. Be willing to sell hope.
Things to remember before stepping onto the stage in Part 5
Chapter 14: "I swear I won't bother people's ears."
Cut it down, cut it down, and take note │ The secret to Obama's oratory genius │ Still, what I keep in mind when I'm nervous
Chapter 15: Trembling is a Sign of Preparation
A checklist for giving your all │ Even the world-renowned Obama gets nervous │ From voice to body language, stage skills │ God gave you a voice │ Now, enjoy the freedom on stage.
In conclusion, your life is only left to change.
Acknowledgements
Appendix Obama's Boston Democratic National Convention Speech
References
As we entered, we were like, “What? Are you going to reveal all our trade secrets?”
Part 1: You Can't Live in Fear of Speaking Anymore
Chapter 1: Never doubt your right to speak.
The fear of speaking is instinctive │ Even Obama, the orator, failed countless times │ Things change when you find what you really want to say │ Why a boy who stuttered was able to elect Joe Biden │ Be proud of your origins and background
Chapter 2: The Most Personal Stories Are the Most Powerful
If you can't even figure out what to say │ "Don't skip Susan's story" │ The secret to growing a mediocre company by 150 percent │ What a refugee soccer player said to cover up Trump's gaffe │ Speak up for what you believe is right
Chapter 3: Understand the Essence of Speaking
Speaking is like a play. │ Speak in your most authentic way. │ Create an emotional current. │ The performance completes the message.
Chapter 4: Success in Speaking is Completed Behind the Podium
The 50-25-25 Rule for Creating the Best Speech │ 10 Things You Must Know Before Going on Stage │ Summarize Your Key Message in One Sentence │ Do Your Research as Thoroughly as You Can
Part 2: The Structure of Unconditional Communication
Chapter 5: Captivate with the First Word
The Structure of Writing You Need to Know Before Writing a Manuscript │ Proven Secrets to Making a Good First Impression │ Don't Try to Make Your Audience Laugh
Chapter 6: Characteristics of Words That Move People
The more specific you are in describing the problem, the better. Words that promote prejudice and division are powerless. Emphasize your identity, which is closest to your audience. Appeal to the listener's beliefs.
Chapter 7: How to Persuade Someone Who Thinks Differently
Speaking in Universal Values │ Why Value-Oriented Companies See Steep Sales Growth │ Effective Moral Framing Even in Sharp Conflicts
Part 3: Speaking Skills to Get What You Want
Chapter 8: How to Be Sincere
Statistics don't win hearts │ People want humanity │ Emotions always trump logic │ The surprising power of honest words │ Imagine talking to someone you know │ Obama's words urging international support for refugees
Chapter 9: Speak Easily, Speak Easier
Speak so that even a middle schooler can understand │ Don't talk like a robot │ Abbreviations lead to misunderstandings │ Double negatives and legal terms to avoid │ A good speaker talks to his audience
Chapter 10: Let the Words Sing
Avoid using predictable expressions │ Mark your speech with elegant words │ Even speech has rhythm
Part 4: There's Something Special About Words That Change the World
Chapter 11: The Courage to Tell It Like It Is
10 Fact-Checking Virtues That Build Trust Before You Speak: A Virtue That's Even More Crucial in the Social Media Age
Chapter 12: How to Move Many People at Once
Give the gift of life lessons │ State your needs clearly │ Clarify the challenge │ Take the lead
Chapter 13: The Perfect Instinct of Hope
You can't change the world with anger and fear. Finally, be optimistic. Be willing to sell hope.
Things to remember before stepping onto the stage in Part 5
Chapter 14: "I swear I won't bother people's ears."
Cut it down, cut it down, and take note │ The secret to Obama's oratory genius │ Still, what I keep in mind when I'm nervous
Chapter 15: Trembling is a Sign of Preparation
A checklist for giving your all │ Even the world-renowned Obama gets nervous │ From voice to body language, stage skills │ God gave you a voice │ Now, enjoy the freedom on stage.
In conclusion, your life is only left to change.
Acknowledgements
Appendix Obama's Boston Democratic National Convention Speech
References
Detailed image
Into the book
Let's say you're asked to give a presentation at work, speak at a community meeting, or give a toast or eulogy.
You are not the only one speaking in that place, and you have to be the last one to speak.
But the people before you are telling the same story as if they copied your manuscript.
So what would you do?
This ultimately means that the story you prepared was not unique.
If you say the same thing as everyone else, you won't stand out, and you'll have nothing to say when it's your turn.
Because you can't just repeat what others have said.
There's a simple way to make sure your prepared speech is something only you can say.
Imagine someone else saying that.
If you don't feel any discomfort when someone else reads your manuscript, it means it's a very common story.
Want to stand out? Discover your unique story.
---From Chapter 2, “The Most Personal Stories Are the Most Powerful”
Every time Obama speaks, I stand on one side of the stage and check on the audience.
(…) to ensure that there is a strong “emotional current” flowing between the speaker and the audience.
The current of emotion is not just a feeling, it is a real reaction that exists deep in our brain.
A research team at Princeton University discovered that while a presenter spoke to an audience, the brain waves of participants, which were initially different, gradually became synchronized.
Researchers call this phenomenon “neural coupling.”
“Communicative acts like speech are a process of connecting and integrating the brains of the speaker and the listener,” says Yuri Hasson, a professor of psychology and neuroscience at Princeton University.
“The more similar our brain patterns become, the better we understand each other,” he explains.
---From Chapter 3, “Understand the Essence of Speaking”
There are some common mistakes people make when preparing a presentation.
It's about writing a manuscript or making a PPT too hastily.
Of course, I understand that feeling because the sooner you start, the less anxious you will feel.
But (…) if you just rush in and start writing a manuscript, things might go smoothly for a while, but at some point you'll suddenly hit a dead end and completely lose your way.
So I follow the 50-25-25 rule.
Fifty percent of the total time is spent on organizing thoughts, research, and investigations, 25 percent on writing the manuscript, and the final 25 percent on editing and rehearsing.
This way, you can prepare successfully no matter how much time you have.
If the announcement is a month later, divide it into 2 weeks-1 week-1 week, and if it is a week later, divide it into 3 days-2 days-2 days.
---From Chapter 4, “Success in speaking is achieved behind the podium”
Forget the outdated and terrible advice that “it’s not what you say, it’s how you say it that counts.”
(…) Obama said this.
“You have to deliver a message that resonates with people and has a real impact.”
When giving a toast, the purpose should be to make those present feel a sense of unity, and when giving a eulogy, the purpose should be to reflect on the life, values, and achievements of the person being remembered.
If you're giving a presentation at work, your goal is to boost your colleagues' self-esteem and, ultimately, improve the lives of your customers.
If you speak at a public community meeting, your goal would be to bring people together in the community and propose and persuade them to improve their lives.
Are you appealing for support for a social cause or charity? If so, your goal should be to unite your audience and encourage volunteerism and donations to those in need.
If you're running for public office, your goal should be to bring together as many voters as possible.
But this shouldn't be just about getting elected, it should be about using your power to create a more equal, safe, and prosperous society.
---From Chapter 6, “Characteristics of Words That Move People”
Obama once said that if you want to get your point across to people, you have to learn to “appeal to values.”
He added that he himself had gone through the process of learning that method.
(…)
Appealing to universal values is prominent in Obama's speeches to countries around the world, especially to allies and friends.
For example, his 2016 parliamentary address to the Canadian House of Commons centered on the values shared by the two countries.
It emphasized the values of “freedom” believed in by both Canadians and Americans, military cooperation created through the “dedication” and “sacrifice” of soldiers, international alliances to promote “peace,” economic cooperation that promotes “openness,” “innovation,” and “opportunity,” and investments in democracy and human rights to protect “pluralism, tolerance, and equality.”
---From Chapter 7, “How to Persuade Someone Who Thinks Differently”
Even though we live in a “post-truth” age, facts still exist.
Some things are either right or wrong.
For example, nouns such as people, places, and numbers must be precise.
When preparing your manuscript, be sure to double-check any information you obtain from Wikipedia.
Wikipedia is generally accurate, but it may contain errors.
Also, be aware that when using chatbots, the AI can generate incorrect information.
Information you see on social media like X or TikTok should especially not be taken at face value.
When reviewing a draft, you should mark all facts, figures, and claims and double-check them.
I recommend checking the facts in the following places:
---From Chapter 11, “The Courage to Tell It Like It Is”
When speaking, you should pay special attention to the last part.
Because it is the moment people remember the longest.
(…) The ending shouldn’t be depressing or leave people confused.
Because the essential purpose is to persuade people to take certain actions.
People only act when they believe change is possible.
That is, the presentation should end with hope for the goals and vision.
The power of hope should not be underestimated.
The belief that the future will be better than the past or present is called “optimism bias.”
Research shows that approximately 80 percent of people, regardless of nationality, culture, gender, or socioeconomic background, experience this optimism bias, believing that the future will be better even during difficult and challenging times.
Charlotte argues that humans are likely hardwired to have hope for survival.
In fact, studies that look at how people change their behavior have found that, on average, hope is a more powerful motivator than fear.
You are not the only one speaking in that place, and you have to be the last one to speak.
But the people before you are telling the same story as if they copied your manuscript.
So what would you do?
This ultimately means that the story you prepared was not unique.
If you say the same thing as everyone else, you won't stand out, and you'll have nothing to say when it's your turn.
Because you can't just repeat what others have said.
There's a simple way to make sure your prepared speech is something only you can say.
Imagine someone else saying that.
If you don't feel any discomfort when someone else reads your manuscript, it means it's a very common story.
Want to stand out? Discover your unique story.
---From Chapter 2, “The Most Personal Stories Are the Most Powerful”
Every time Obama speaks, I stand on one side of the stage and check on the audience.
(…) to ensure that there is a strong “emotional current” flowing between the speaker and the audience.
The current of emotion is not just a feeling, it is a real reaction that exists deep in our brain.
A research team at Princeton University discovered that while a presenter spoke to an audience, the brain waves of participants, which were initially different, gradually became synchronized.
Researchers call this phenomenon “neural coupling.”
“Communicative acts like speech are a process of connecting and integrating the brains of the speaker and the listener,” says Yuri Hasson, a professor of psychology and neuroscience at Princeton University.
“The more similar our brain patterns become, the better we understand each other,” he explains.
---From Chapter 3, “Understand the Essence of Speaking”
There are some common mistakes people make when preparing a presentation.
It's about writing a manuscript or making a PPT too hastily.
Of course, I understand that feeling because the sooner you start, the less anxious you will feel.
But (…) if you just rush in and start writing a manuscript, things might go smoothly for a while, but at some point you'll suddenly hit a dead end and completely lose your way.
So I follow the 50-25-25 rule.
Fifty percent of the total time is spent on organizing thoughts, research, and investigations, 25 percent on writing the manuscript, and the final 25 percent on editing and rehearsing.
This way, you can prepare successfully no matter how much time you have.
If the announcement is a month later, divide it into 2 weeks-1 week-1 week, and if it is a week later, divide it into 3 days-2 days-2 days.
---From Chapter 4, “Success in speaking is achieved behind the podium”
Forget the outdated and terrible advice that “it’s not what you say, it’s how you say it that counts.”
(…) Obama said this.
“You have to deliver a message that resonates with people and has a real impact.”
When giving a toast, the purpose should be to make those present feel a sense of unity, and when giving a eulogy, the purpose should be to reflect on the life, values, and achievements of the person being remembered.
If you're giving a presentation at work, your goal is to boost your colleagues' self-esteem and, ultimately, improve the lives of your customers.
If you speak at a public community meeting, your goal would be to bring people together in the community and propose and persuade them to improve their lives.
Are you appealing for support for a social cause or charity? If so, your goal should be to unite your audience and encourage volunteerism and donations to those in need.
If you're running for public office, your goal should be to bring together as many voters as possible.
But this shouldn't be just about getting elected, it should be about using your power to create a more equal, safe, and prosperous society.
---From Chapter 6, “Characteristics of Words That Move People”
Obama once said that if you want to get your point across to people, you have to learn to “appeal to values.”
He added that he himself had gone through the process of learning that method.
(…)
Appealing to universal values is prominent in Obama's speeches to countries around the world, especially to allies and friends.
For example, his 2016 parliamentary address to the Canadian House of Commons centered on the values shared by the two countries.
It emphasized the values of “freedom” believed in by both Canadians and Americans, military cooperation created through the “dedication” and “sacrifice” of soldiers, international alliances to promote “peace,” economic cooperation that promotes “openness,” “innovation,” and “opportunity,” and investments in democracy and human rights to protect “pluralism, tolerance, and equality.”
---From Chapter 7, “How to Persuade Someone Who Thinks Differently”
Even though we live in a “post-truth” age, facts still exist.
Some things are either right or wrong.
For example, nouns such as people, places, and numbers must be precise.
When preparing your manuscript, be sure to double-check any information you obtain from Wikipedia.
Wikipedia is generally accurate, but it may contain errors.
Also, be aware that when using chatbots, the AI can generate incorrect information.
Information you see on social media like X or TikTok should especially not be taken at face value.
When reviewing a draft, you should mark all facts, figures, and claims and double-check them.
I recommend checking the facts in the following places:
---From Chapter 11, “The Courage to Tell It Like It Is”
When speaking, you should pay special attention to the last part.
Because it is the moment people remember the longest.
(…) The ending shouldn’t be depressing or leave people confused.
Because the essential purpose is to persuade people to take certain actions.
People only act when they believe change is possible.
That is, the presentation should end with hope for the goals and vision.
The power of hope should not be underestimated.
The belief that the future will be better than the past or present is called “optimism bias.”
Research shows that approximately 80 percent of people, regardless of nationality, culture, gender, or socioeconomic background, experience this optimism bias, believing that the future will be better even during difficult and challenging times.
Charlotte argues that humans are likely hardwired to have hope for survival.
In fact, studies that look at how people change their behavior have found that, on average, hope is a more powerful motivator than fear.
---From Chapter 13, “The Perfect Instinct of Hope”
Publisher's Review
Used by top leaders such as presidents and businessmen
What are the techniques of persuasion?
“My father was born in a small village in Kenya.
As a child, I herded goats and went to school in a shabby tin-roofed shack.
My father met my mother while he was studying in the United States.
My mother was born and raised in a small town in Kansas, on the opposite side of Kenya.
Both of them gave me an African name meaning 'blessed one',
He named him Barack.
If the United States is a country of tolerance and inclusion,
He believed that such a name would never be an obstacle to success.”
This is an excerpt from the keynote address at the 2004 Boston Democratic National Convention that changed American history.
This speech contains all the secrets of public speaking that Obama has mastered over the years.
The most personal stories are the most powerful, and instead of speaking one-sidedly, you should engage with your audience. Instead of using difficult words or statistics, start with a captivating opening sentence, and end with a message of hope that touches everyone's hearts.
This book goes beyond this and details the process of creating Obama's many famous speeches, from the Connecticut mass shooting memorial speech, the 2009 Nobel Peace Prize acceptance speech, to the 2017 General Andrews farewell speech, all from the perspective of a White House speechwriter, while also providing guidance on speaking techniques that will get the job done.
This is the secret of Obama's speaking skills that has never been revealed before.
Another advantage of this book is that it contains the process of creating and revising a speech, making it an exciting read, as if you were peeking into a behind-the-scenes story.
Moreover, by introducing examples of ordinary people who have inspired the world, the book emphasizes that the contents of this book are not limited to leaders such as presidents and businessmen, but are the essence of speaking that can be utilized by anyone.
From crafting a powerful first sentence to transforming a seemingly trivial experience into a compelling message, this book conveys the essence of persuasion that never changes in a world rapidly changing with the rise of social media and AI. It will become an immediately applicable "essential speaking textbook for the AI era."
The most personal stories are the most powerful.
The One Cheat Key That Moves the Heart of Humans in the AI Era
In this book, the author emphasizes that, above all, emotions are more important than logic.
The fear of speaking is a natural instinct for everyone, so it is an encouragement to accept that feeling as it is, while at the same time finding a story that only you can tell that no one else can.
He points out that while emulating the success methods of famous figures may seem like a proven method, it fails to move people's hearts because it lacks one's own emotions.
Obama said this about it:
“My advisors often advised me to be more politician-like and to diplomatically address sensitive issues.
But I didn't want to do that." It was a declaration that he would not use the speaking style of imitating someone else.
To help readers speak without losing their authenticity, this book provides a questionnaire and reflection points to help them discover their own unique stories, allowing them to reflect on their experiences and the lessons they have learned from them.
From a high school boy's heartfelt and moving speech at his graduation ceremony, to a six-year-old boy reading a letter he wrote to help war refugees, to a thirteen-year-old girl who cleverly expressed her obsession with appearance in a poem, this book offers a wealth of examples of how people, without the need for eloquence, have moved the hearts of people around the world through their uniqueness.
We live in an era where AI and social media are more widely used than ever before.
At times like these, we must never forget the human nature of speaking.
The author cleverly points out that the 'emotional current' that occurs between the listener and the speaker is not simply a feeling.
Citing research conducted at Princeton University, he explains that successful speaking is a neural coupling phenomenon in which the brains of the speaker and listener integrate into one.
Therefore, in order to move people's hearts, I suggest speaking as simply as possible so that many people can understand and empathize with it, regardless of their intellectual level.
It's worth a try, as it includes tips on how to use ChatGPT to transform difficult words into something even middle school students can understand, how to reduce the length of your manuscript to the necessary length, and sample prompts to help you find the main topic.
From conversations, congratulatory remarks, and toasts to interviews, discussions, presentations, and speeches.
The essence of words that never disappear under any circumstances
Just because it's a speaking technique used in the White House doesn't mean it's a strategy only politicians can use.
The formulas in this book are useful not only for businesspeople, team leaders, and mid-level managers, but also for office workers engaged in interviews, presentations, and discussions.
Because the purpose of speech is the same, whether the audience is large or small, or the place is large or small.
It's about persuading the other person.
In fact, Marc Benioff, CEO of Salesforce, a global company that has been mentored by the author for over 10 years, recommended this book, saying, “It will be of great help to CEOs, executives, and middle managers who want to energize their organizations, motivate their teams, and expand their markets.”
When learning to speak, there are clear limitations to learning solely through text.
This is because nonverbal factors such as gestures, intonation or pronunciation, speed of speech, and presence also play a role in successful speaking.
Therefore, this book provides QR codes containing YouTube videos of various speaking examples as well as Obama's speeches.
Watching the video while reading the book will help you understand the author's teachings more vividly and clearly.
As an appendix, the full text of Obama's 2004 Boston Democratic National Convention speech is included, allowing readers to experience firsthand why Obama, who was virtually unknown, suddenly captured people's hearts and rose to become the biggest star in American politics.
In fact, the author of this book, Terry Suflat, is a White House speechwriter, but he honestly admits that he used to be very afraid of speaking in front of people.
Even when I was 'sitting' at a bar with my colleagues and giving a simple toast, my voice and hands were shaking.
Let's follow the methods he mastered to finally convey his message with sincerity and confidence in front of an audience of over 300 people.
You will have the amazing experience of being free from the anxiety and worry of speaking, connecting with people through words, getting what you want, and recognizing your unique strengths.
What are the techniques of persuasion?
“My father was born in a small village in Kenya.
As a child, I herded goats and went to school in a shabby tin-roofed shack.
My father met my mother while he was studying in the United States.
My mother was born and raised in a small town in Kansas, on the opposite side of Kenya.
Both of them gave me an African name meaning 'blessed one',
He named him Barack.
If the United States is a country of tolerance and inclusion,
He believed that such a name would never be an obstacle to success.”
This is an excerpt from the keynote address at the 2004 Boston Democratic National Convention that changed American history.
This speech contains all the secrets of public speaking that Obama has mastered over the years.
The most personal stories are the most powerful, and instead of speaking one-sidedly, you should engage with your audience. Instead of using difficult words or statistics, start with a captivating opening sentence, and end with a message of hope that touches everyone's hearts.
This book goes beyond this and details the process of creating Obama's many famous speeches, from the Connecticut mass shooting memorial speech, the 2009 Nobel Peace Prize acceptance speech, to the 2017 General Andrews farewell speech, all from the perspective of a White House speechwriter, while also providing guidance on speaking techniques that will get the job done.
This is the secret of Obama's speaking skills that has never been revealed before.
Another advantage of this book is that it contains the process of creating and revising a speech, making it an exciting read, as if you were peeking into a behind-the-scenes story.
Moreover, by introducing examples of ordinary people who have inspired the world, the book emphasizes that the contents of this book are not limited to leaders such as presidents and businessmen, but are the essence of speaking that can be utilized by anyone.
From crafting a powerful first sentence to transforming a seemingly trivial experience into a compelling message, this book conveys the essence of persuasion that never changes in a world rapidly changing with the rise of social media and AI. It will become an immediately applicable "essential speaking textbook for the AI era."
The most personal stories are the most powerful.
The One Cheat Key That Moves the Heart of Humans in the AI Era
In this book, the author emphasizes that, above all, emotions are more important than logic.
The fear of speaking is a natural instinct for everyone, so it is an encouragement to accept that feeling as it is, while at the same time finding a story that only you can tell that no one else can.
He points out that while emulating the success methods of famous figures may seem like a proven method, it fails to move people's hearts because it lacks one's own emotions.
Obama said this about it:
“My advisors often advised me to be more politician-like and to diplomatically address sensitive issues.
But I didn't want to do that." It was a declaration that he would not use the speaking style of imitating someone else.
To help readers speak without losing their authenticity, this book provides a questionnaire and reflection points to help them discover their own unique stories, allowing them to reflect on their experiences and the lessons they have learned from them.
From a high school boy's heartfelt and moving speech at his graduation ceremony, to a six-year-old boy reading a letter he wrote to help war refugees, to a thirteen-year-old girl who cleverly expressed her obsession with appearance in a poem, this book offers a wealth of examples of how people, without the need for eloquence, have moved the hearts of people around the world through their uniqueness.
We live in an era where AI and social media are more widely used than ever before.
At times like these, we must never forget the human nature of speaking.
The author cleverly points out that the 'emotional current' that occurs between the listener and the speaker is not simply a feeling.
Citing research conducted at Princeton University, he explains that successful speaking is a neural coupling phenomenon in which the brains of the speaker and listener integrate into one.
Therefore, in order to move people's hearts, I suggest speaking as simply as possible so that many people can understand and empathize with it, regardless of their intellectual level.
It's worth a try, as it includes tips on how to use ChatGPT to transform difficult words into something even middle school students can understand, how to reduce the length of your manuscript to the necessary length, and sample prompts to help you find the main topic.
From conversations, congratulatory remarks, and toasts to interviews, discussions, presentations, and speeches.
The essence of words that never disappear under any circumstances
Just because it's a speaking technique used in the White House doesn't mean it's a strategy only politicians can use.
The formulas in this book are useful not only for businesspeople, team leaders, and mid-level managers, but also for office workers engaged in interviews, presentations, and discussions.
Because the purpose of speech is the same, whether the audience is large or small, or the place is large or small.
It's about persuading the other person.
In fact, Marc Benioff, CEO of Salesforce, a global company that has been mentored by the author for over 10 years, recommended this book, saying, “It will be of great help to CEOs, executives, and middle managers who want to energize their organizations, motivate their teams, and expand their markets.”
When learning to speak, there are clear limitations to learning solely through text.
This is because nonverbal factors such as gestures, intonation or pronunciation, speed of speech, and presence also play a role in successful speaking.
Therefore, this book provides QR codes containing YouTube videos of various speaking examples as well as Obama's speeches.
Watching the video while reading the book will help you understand the author's teachings more vividly and clearly.
As an appendix, the full text of Obama's 2004 Boston Democratic National Convention speech is included, allowing readers to experience firsthand why Obama, who was virtually unknown, suddenly captured people's hearts and rose to become the biggest star in American politics.
In fact, the author of this book, Terry Suflat, is a White House speechwriter, but he honestly admits that he used to be very afraid of speaking in front of people.
Even when I was 'sitting' at a bar with my colleagues and giving a simple toast, my voice and hands were shaking.
Let's follow the methods he mastered to finally convey his message with sincerity and confidence in front of an audience of over 300 people.
You will have the amazing experience of being free from the anxiety and worry of speaking, connecting with people through words, getting what you want, and recognizing your unique strengths.
GOODS SPECIFICS
- Date of issue: August 20, 2025
- Page count, weight, size: 384 pages | 576g | 150*225*24mm
- ISBN13: 9791139726244
- ISBN10: 1139726242
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