Goes To Twelve: Message Refinement

Wednesday, August 27, 2008

Message Refinement

Obama Modifies 'Yes We Can' Message To Exclude Area Loser
'Yes We Can, Except Nate Walsh,' Obama Says

COLUMBIA, SC—In a nationally televised speech Friday, Democratic presidential candidate Barack Obama altered his vision of a unified America to exclude Dayton, OH loser Nate Walsh.
According to Obama, the 32-year-old Walsh, who has lived with his parents intermittently since receiving his associate's degree in 2001 and still does not have a credit card in his own name, no longer figures into the senator's long-term plan of rallying Americans from all walks of life around a common, higher purpose.

"People of South Carolina, people of the world, this is our time, this is our moment," Obama said before 72,000 supporters at the University of South Carolina's Williams-Brice Stadium. "That is, unless you live in apartment 3L at 1254 Holden St., you watched Money Train on TBS last night at 3 a.m., and your name is Nate Walsh."

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Alinsky's Rules For Radicals

Rule 1: Power is not only what you have, but what an opponent thinks you have. If your organization is small, hide your numbers in the dark and raise a din that will make everyone think you have many more people than you do.

Rule 2: Never go outside the experience of your people. The result is confusion, fear, and retreat.

Rule 3: Whenever possible, go outside the experience of an opponent. Here you want to cause confusion, fear, and retreat.

Rule 4: Make opponents live up to their own book of rules. “You can kill them with this, for they can no more obey their own rules than the Christian church can live up to Christianity.”

Rule 5: Ridicule is man’s most potent weapon. It’s hard to counterattack ridicule, and it infuriates the opposition, which then reacts to your advantage.

Rule 6: A good tactic is one your people enjoy. “If your people aren’t having a ball doing it, there is something very wrong with the tactic.”

Rule 7: A tactic that drags on for too long becomes a drag. Commitment may become ritualistic as people turn to other issues.

Rule 8: Keep the pressure on. Use different tactics and actions and use all events of the period for your purpose. “The major premise for tactics is the development of operations that will maintain a constant pressure upon the opposition. It is this that will cause the opposition to react to your advantage.”

Rule 9: The threat is more terrifying than the thing itself. When Alinsky leaked word that large numbers of poor people were going to tie up the washrooms of O’Hare Airport, Chicago city authorities quickly agreed to act on a longstanding commitment to a ghetto organization. They imagined the mayhem as thousands of passengers poured off airplanes to discover every washroom occupied. Then they imagined the international embarrassment and the damage to the city’s reputation.

Rule 10: The price of a successful attack is a constructive alternative. Avoid being trapped by an opponent or an interviewer who says, “Okay, what would you do?”

Rule 11: Pick the target, freeze it, personalize it, polarize it. Don’t try to attack abstract corporations or bureaucracies. Identify a responsible individual. Ignore attempts to shift or spread the blame.

Goes To Twelve

Wednesday, August 27, 2008

Message Refinement

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