While it may be easy to attract the attention of a growing cross section of consumers with your social or environmental brand messaging – if you know the right language, not all consumers are so easy. Drawing from his new book "Igniting Inspiration: A Persuasion Manual for Visionaries", John Marshall Roberts will outline core principles of transformational communication, as illustrated through the groundbreaking marketing and messaging for President Obama's historic presidential run. He will illustrate how the audience can shift their thinking and apply this same framework to create breakthrough results for their own social and environmentally conscious business ventures through strategic, authentic values-based marketing and communications.