David Plouffe

Heather Fletcher is senior content editor with Target Marketing.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Would-be passengers are just climbing into strangers' cars thinking they're driving for Uber. "'Are you Uber? Well can you just be? Can we go?'" is a question tech investor Ashwin Deshmukh gets a lot when he's driving his 2009 SUV in New York, he tells Valleywag. The problem is, Uber drivers are using their own vehicles and may not be as distinguishable as, say, yellow cabs. The main mistakes customers make when getting into yellow taxis is not noticing they're already occupied or that the driver's off-duty.

The presidential memo under IN THE NEWS came to my inbox, and I printed it out. It was the 751st e-mail I received from the Obama organization since the first effort I received back on March 5, 2008, titled, “What Happened Today.”

This one stunned me—the real deal, the actual take-no-prisoners, kick-ass directive to the cabinet and intel agencies from a controlled but obviously furious president ordering them to cease and desist the turf wars and set up an information sharing system pronto. Implied: “or else ...”

Back in March 2009, I requested to be put on the Obama e-mail list and sent a small donation. I have saved all Obama organization communications (so far) in my computers as a record of the most successful outreach to voters by a politician in the history of the world.

“Money is the mother’s milk of politics,” said the late Jesse H. “Big Daddy” Unruh, speaker of the California State Assembly.

Since 2007, the Obama campaign has built a database of 3.1 million supporters and raised more than $700 million, surpassing what all the candidates from both major parties combined collected in private donations in 2004.

It doesn't matter whether you like Obama, hate Obama or are somewhere in between. If you are in business—any business, consumer, B-to-B or nonprofit—and do not monitor how this extraordinary organization communicates with its constituency and prospects via e-mail, you're a damn fool.

This guy is a great communicator, and we can all learn from him.

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