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.

Nothing comes without trade-offs. Do you want to spend time with people who like, or with people who might be useful to you? Do you really want to put in the long hours and constant attention required to be successful in your quest for power? Do you really want to be under the microscope on a daily basis, with people commenting on the car you drive, where you live, where you go on vacation, and so forth? There is no way to avoid the price of power. It's up to you to decide if it is worth it, and to change course when it isn't.

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.

Point at solutions instead of at each other.

Volumes in the series on Lyndon Johnson, including Master of the Senate and The Path Power, describe how Johnson created resources out of nothing and built a substantial power base.

I would give Obama a "C." He gets an "A" for understanding this country's profound problems in education, health care, infrastructure, and economic competitiveness, and for surrounding himself with extremely skilled and knowledgeable people who know what to do. He probably gets an "F," ironically, in his ability to sell these ideas to the American public and to be angry enough, conniving enough, and frankly mean enough to get them implemented and understood.

Today, if the CEO thinks it's a good idea, it's done everywhere; if the CEO thinks it's a bad idea, it's done nowhere. We ought to be more agnostic and open to learning things that we didn't expect - and the only way to do that is to try things and be open-minded about how well they are working. And third, evidence-based management involves reading and learning - just like doctors do - and to do so not just in school but afterward, as well.