Effectiveness without values is a tool without a purpose. This maxim - from the Maltese thinker Edward de Bono- has been a constant in the Obama campaign and, Possibly, the key to their success.

"Valueless effectiveness is a tool without a purpose". It doesn't matter race or belief: important Values. Only then did Obama win over his voters. When I was talking about Economy, didn't do it with the cool macroeconomic figures, I was doing it looking out at the Families, The Future of their children and grandchildren. Obama appropriated key concepts, As Change And Hope.

The factor Emotional and Values have won the battle for a great candidate, John McCain, who has had the misfortune to have Obama as an opponent. Obama has been the first candidate to have handed over responsibility for governing people: "To bring change to Washington, I don't ask you to trust my ability, I ask you to believe in yours."

Fairplay made in USA: McCain has not only congratulated the winner, it has also ensured that America will have a great president and that black people have gained pride. Bravo McCain.

The most Surprising of this story is that Obama has won McCain using Republicans' own weapons: Values. Whoever has read "Don't think of an ElephantGeorge Lakoff's already knows what I'm talking about. Anyone who hasn't read it, I recommend it from the heart. real-change-its-yours

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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).

Soymimarca Partner, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.

My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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