The success of Barack Obama in winning the presidency on November 4, 2008 owes much to his message like the promise to pass Democratic policies by rallying a “coalition for change.” But watching Obamamania take hold during his campaigning it became rather apparent that something more subtle was at work. It was not so much the message or the man or how his speeches swayed voters but rather the way the campaign unfolded with a compelling brand and a smooth, systemic viral marketing effort. All this was reinforced with a coherent, comprehensive program of fonts, logos, slogans, web design and strategically placed advertisements and announcements. Obama was the first presidential candidate to be marketed like a high-end consumer brand.

Mr. Obama clearly won the presidency with a well-crafted attraction-based marketing campaign wrapped around one word… CHANGE.

And no one can deny that change is upon us. Not only are we experiencing more change— environmentally, technologically, politically, socially, economically and even interpersonally—today than ever before in history, but the rate at which change is occurring is accelerating as well. Scientific knowledge doubles every fifteen years, and the reservoir of print knowledge doubles every eight. The average young adult today must manage more relationships in one year than their grandparents had to manage during their entire lives. Obviously, a business owner must not wonder if he or she will face major change in the coming months. The more important question is: “How will I deal with it?”

If we approach change from the standpoint of attraction, then we won’t simply struggle to adapt to uncontrollable change; instead, we can lead revolutionary change! With the right knowledge, mindset, and discipline, we can actually attract positive, desirable change, rather than being swept away by forces outside of our control.