La derrota como base del éxito

Cuando Obama, derrotado por Hillary Clinton en las primarias de New Hampshire, salió al estrado a animar a sus seguidores el 8 de enero de 2008 eligió con cuidado sus palabras. Tenía diez minutos para reconocer su derrota. 

Diez minutos también para otra alternativa, cambiar el curso de su carrera política, y de la historia de los Estados Unidos. 

El vídeo está disponible en ElocuentTV y en este enlace directo  Obama: yes we can . El texto original al final de este mismo artículo. 

Obama optó por un discurso en dos partes. En la primera contó, en pocas palabras, la historia de los EEUU y cómo en las fases de su historia sus ciudadanos libres  se habían enfrentado a la derrota. 

Un discurso rozando lo aburrido, que, sin embargo toma sus sentido en la segunda fase de la intervención de obama. 

Cuando de repente, un Obama que parecía estar volviendo a la historia para echar balones fuera de su derrota, empieza a vincular los malos momentos pasados por los americanos con lo sucedido, y preguntándose qué dijeron los americanos en aquellos trances.

Obama empieza a contestar que siempre, ante la adversidad, dijeron «YES WE CAN». De repente el público recuerda cada uno de los personajes y ejemplos que Obama ha dado en los minutos precedentes y captan la estructura. y la memoria común y la emoción de las palabras empiezan a calar en el publico local y a través de la televisión. 

Obama les ha contado un cuento inicial, con un secuencia clásica de presentación de personajes, definición de héroes y villanos (curiosamente los políticos de los que Obama se separa con sus palabras al hablar de ellos en tercera persona) y cuando llegamos al clímax, Obama opta por el desenlace de decir YES WE CAN para contestar a cada reto.

Caperucita y Obama

Al igual que en cualquier cuento clásico, como el de caperucita, Obama emplea el tiempo y los personajes para llegar a un clímax y desenlace que mexcla emoción y moralina.  

Fue tal la emoción entre los electores, la síntesis en solo tres palabras, que los carteles no necesitaban poner más que la foto de Obama y el mantea «YES WE CAN». El proceso estaba en cambio con un simple y efectivo discurso basado en el arte de contar historias. 

Así que la próxima vez que escuche el cuento de Caperucita, o cualquier cuento infantil, no olvide que tiene mucho en común con la política y Obama. 

Historias que siempre acaban bien, como la de Obama que acabó derrotando a Hillary Clinton y al contendiente republicano, para llegar a la Casa Blanca. Un verdadera historia de cuento, como el de Perrault: Caperucita Roja.


Texto integro del discurso de Obama en New Hampshire: 

January 8, 2008.

I want to congratulate Senator Clinton on a hard-fought victory here in New Hampshire.

A few weeks ago, no one imagined that we’d have accomplished what we did here tonight. For most of this campaign, we were far behind, and we always knew our climb would be steep.

But in record numbers, you came out and spoke up for change. And with your voices and your votes, you made it clear that at this moment – in this election – there is something happening in America.

There is something happening when men and women in Des Moines and Davenport; in Lebanon and Concord come out in the snows of January to wait in lines that stretch block after block because they believe in what this country can be.

There is something happening when Americans who are young in age and in spirit – who have never before participated in politics – turn out in numbers we’ve never seen because they know in their hearts that this time must be different.

There is something happening when people vote not just for the party they belong to but the hopes they hold in common – that whether we are rich or poor; black or white; Latino or Asian; whether we hail from Iowa or New Hampshire, Nevada or South Carolina, we are ready to take this country in a fundamentally new direction. That is
what’s happening in America right now. Change is what’s happening in America.

You can be the new majority who can lead this nation out of a long political darkness – Democrats, Independents and Republicans who are tired of the division and distraction that has clouded Washington; who know that we can disagree without being disagreeable; who understand that if we mobilize our voices to challenge the money and influence that’s stood in our way and challenge ourselves to reach for something better, there’s no problem we can’t solve – no destiny we cannot fulfill.

Our new American majority can end the outrage of unaffordable, unavailable health care in our time. We can bring doctors and patients; workers and businesses, Democrats and Republicans together; and we can tell the drug and insurance industry that while they’ll get a seat at the table, they don’t get to buy every chair. Not this time. Not now.

Our new majority can end the tax breaks for corporations that ship our jobs overseas and put a middle-class tax cut into the pockets of the working Americans who deserve it.

We can stop sending our children to schools with corridors of shame and start putting them on a pathway to success. We can stop talking about how great teachers are and start rewarding them for their greatness. We can do this with our new majority.

We can harness the ingenuity of farmers and scientists; citizens and entrepreneurs to free this nation from the tyranny of oil and save our planet from a point of no return.

And when I am President, we will end this war in Iraq and bring our troops home; we will finish the job against al Qaeda in Afghanistan; we will care for our veterans; we will restore our moral standing in the world; and we will never use 9/11 as a way to scare up votes, because it is not a tactic to win an election, it is a challenge that should unite America and the world against the common threats of the twenty-first century: terrorism and nuclear weapons; climate change and poverty; genocide and disease.

All of the candidates in this race share these goals. All have good ideas. And all are patriots who serve this country honorably.

But the reason our campaign has always been different is because it’s not just about what I will do as President, it’s also about what you, the people who love this country, can do to change it.

That’s why tonight belongs to you. It belongs to the organizers and the volunteers and the staff who believed in our improbable journey and rallied so many others to join.

We know the battle ahead will be long, but always remember that no matter what obstacles stand in our way, nothing can withstand the power of millions of voices calling for change.
We have been told we cannot do this by a chorus of cynics who will only grow louder and more dissonant in the weeks to come. We’ve been asked to pause for a reality check. We’ve been warned against offering the people of this nation false hope.

But in the unlikely story that is America, there has never been anything false about hope. For when we have faced down impossible odds; when we’ve been told that we’re not ready, or that we shouldn’t try, or that we can’t, generations of Americans have responded with a simple creed that sums up the spirit of a people.

Yes we can.

It was a creed written into the founding documents that declared the destiny of a nation.

Yes we can.

It was whispered by slaves and abolitionists as they blazed a trail toward freedom through the darkest of nights.

Yes we can.

It was sung by immigrants as they struck out from distant shores and pioneers who pushed westward against an unforgiving wilderness.

Yes we can.

It was the call of workers who organized; women who reached for the ballot; a President who chose the moon as our new frontier; and a King who took us to the mountaintop and pointed the way to the Promised Land.

Yes we can to justice and equality. Yes we can to opportunity and prosperity. Yes we can heal this nation. Yes we can repair this world. Yes we can.

And so tomorrow, as we take this campaign South and West; as we learn that the struggles of the textile worker in Spartanburg are not so different than the plight of the dishwasher in Las Vegas; that the hopes of the little girl who goes to a crumbling school in Dillon are the same as the dreams of the boy who learns on the streets of LA; we will remember that there is something happening in America; that we are not as divided as our politics suggests; that we are one people; we are one nation; and together, we will begin the next great chapter in America’s story with three words that will ring from coast to coast; from sea to shining sea – Yes. We. Can.



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Víctor Sánchez del Real
Creador de Elocuent. Llevo décadas ayudando en comunicación y marca a personas, emprendedores y PYMES (a las grandes cojo el teléfono solo si son simpáticas). Durante dos legislaturas fui Diputado en el Congreso. Si quieres convertirte en un gran comunicador navega ahora mismo por Elocuent o escucha nuestro podcast. Comunicador(Prensa, Radio y TV), profesional de la Publicidad y 20 años en Consultoría de Comunicación y Reputación, fundando y liderando el que ha sido uno de los mayores grupos españoles(ImageGroup). Me han escuchado (a veces hasta hecho caso) grandes marcas y directivos - Nokia, Motorola, Telefónica, Cisco, Warner, ICEX,Diageo, BBVA, L'Oreal, BlackBerry, Imaginarium, Ferrari, Acciona,... - también políticos, emprendedores, empresarios y personalidades públicas. A todos les conoces, en parte por mi culpa. Si no les conoces, también es culpa mía. Experiencia en escuelas de negocio -IESE, ICADE, IE, ENME,Escuela Europea de Negocios,Master Real Madrid, IIR, ADEN... - Universidades como IE University, Complutense.