It Comes Down to One Word

National Journal recently asked two image guru's to rate the presidential candidates by using just one word.

For Barack Obama, for example, one said "fresh" and the other said, "inspirational."

The bottom line is that everyone has an image. And everyone's image can be summed up in one word.

This isn't just true of presidential candidates, by the way. It's true for everyone.

If you're a candidate, people could boil your image down to one word.

Another way of looking at it is in reverse. What do you want your image to be? What one word do you want people to think of when they think of you?

... Now go out and make it happen.