riddle and sort of a story with a cliffhanger. You don't know quite what the answer to the story is but you feel you have a notion and there might be the same notion he has.

Now I've told you before that two of the strongest forms of persuasion are pacing and leading. And so in this case the president is sort of pacing the public because the public feels almost exactly the way he's framing it. Which is, I think I know why Obama is not endorsing. I'm not going to say it out loud but I think I know. So he knows how to completely connect with his supporters in a way that nobody's ever really done before I don't think from the presidency.

And then the other trick which I've talked about less but it might be the most powerful one is when he tells you what you're thinking as you're thinking it. I don't know if you've heard me say that before but a powerful way to instantly connect with somebody in a way that allows you to be influential with them because that connection just locks in and you can do it very quickly. And the technique is you tell somebody what they're thinking accurately. I mean if you do it wrong then it doesn't work at all. But if you can accurately guess because you've just been around a while and you know how brains work, if you can guess somebody's unique thought, and the trick is it has to be a unique thought, not an obvious one. You know guessing that somebody's hungry before lunch is not going to get it done. So you want to re