When all is said and done, volumes will be written about the election of Barack Obama tonight. It’s historical significance. The unprecedented challenges the next President will face. The uncertainly and fear that has gripped families, communities, and businesses large and small.

There will be still more written on what I refer to as the “Obama Strategy” for building a community of financial, organizational, and human support. For getting out his message, providing a compelling call to action, and making it easy for supporters to get involved if they wished.

This was his “marketing” strategy. And we will be dissecting it for some time, because I believe it is the blueprint for successful tactical execution in this and in fact any economy. I’ve built Burst Marketing’s platform for our customers by learning from this blueprint and following some of its tenets.

But the “how to’s” can be saved for future discussion. Tonight the lesson is about how unity has won over divisiveness. People have been pent up, starving for hope. They’ve craved humanity. Inspiration, a reason to nurture optimism. The Obama campaign’s message, many have argued, has been full of rhetoric. And they are right. But it cannot be argued that the message has been one of empowerment, humanity, and hope.

Today, more than at any point in recent economic history, your supporters need hope. In the last decade and a half, we’ve watched customers’ expectations lowered to the point where they barely recognize good, human service. They’ve become cynical. In place of true quality, personal service, customers have vehemently demanded ever lower prices and better value in part because they feel they can’t have what they truly crave.

When they encounter someone who actually makes a difference, they are at first stunned, and then become loyal for life.

Employees, suppliers, vendors, partners and more of your constituents crave respect and want to respect you. They WANT to like you. The lesson tonight is…let them.

These are the people you depend on. You should include your family and close friends in that mix as well. Tonight we are reminded that even though the world is flat, connected, and moving at warp speed – it still depends on human interactions and relationships to make things run.

Look for the messages and approaches, personally and for your business, that tell people you stand with them. That’s the heart of the matter. Then we’ll get the word out.

Posted by: Steve Banis