The class focuses intensely on making people more comfortable with doing a wider range of things - such as networking, self-promotion, building their own personal brand, cleverly acquiring resources, getting known - that they may have been less comfortable with before.

The single most significant change has been the globalization of labor markets. Product markets - trade in goods - have been globalizing for years. But now, with the reduction in communication expenses and the building of all sorts of IT infrastructure, essentially any job can be done almost anywhere.

In any branding strategy, you need to figure out what is the image you want to project. Then behave accordingly. And above all, cultivate the media and those who will help you burnish your reputation.

People tell me the Netflix series, House of Cards, is sort of like my class come to life. The movie Margin Call portrays the realities of hierarchical relationships and rivalries beautifully, and how people respond when under pressure. Gandhi and Long Walk to Freedom both have the virtue of presenting larger-than-life figures in a more realistic way, showing their flaws and contradictions - their humanity - in a way that is very helpful.

We now live in an era of the permanent campaign - all marketing and messaging all the time. We clearly live in an era where the "truth" doesn't matter much - people tell lies about things ranging from the likelihood of "death panels" to the effects of the stimulus on saving this economy from a true calamity. In such a context, Obama himself needs to be "selling" all the time, as does his team, and also be more forceful in advocating their views. He needs to project that he and his ideas will win. And I don't think he has yet done that.

The stories leaders and others tell, few of which are true, are a lousy foundation on which to base any sort of science, and we know how to accomplish behavioral change and the importance of priming, informational saliency, and social networks. Producing inspiration and other good feelings doesn't last very long.

Trust is about keeping commitments, but in many instances, circumstances change and organizations therefore shed commitments, things such as retiree medical benefits, pension obligations, and even employees without much remorse or maybe even hesitation.