By: Bert Zethof

Obama's historic election as the U.S. President holds a valuable lesson for business leaders. What struck me about his campaign was his always positive and inspiring speeches. He did not stoop to negative campaigning and dirty tricks to win the election.

Essentially, voters found him to be sincere, genuine, authentic. And after getting to know him over the past twenty one months of the campaign, his authenticity was easy to see. His sincerity popped against the drab background of the negative, fear mongering, cynical politics as usual.

Moreover, Obama demonstrated that he truly understands the hopes, dreams and values of a broad swath of the American populace. His messages resonated and explains to a great extent the record turn out of black, youth and female voters, many of whom had been disenfranchised in the past. Of course, his appeal as an African-American candidate added to the attraction.

Obama connected with voters at an emotional level. He holds the promise of a transformative experience, as indeed the election itself was transformative.

But why reserve the promise and delivery of high ideals for the political arena? Why can't we as business leaders do the same thing and connect emotionally with our customers? Whatever the nature of our business, we can offer customers a transformative experience that enables them to achieve a dream and leaves them feeling, proud, happy, inspired and fulfilled.