A big speech with a Starbucks flavour

Chief speechwriter, Jon Favreau

Today’s inaugural Presidential Speech will be one of the most analysed and talked about speeches in modern times. Dissected by politicians, media commentators and is sure to be cut and diced into a slew of different pie charts highlighting is different components.

What I already like about it is its roots! Today the world will hear the product of a Starbucks Espresso writer – you’ve seen every Starbucks with students and others glued to their laptops. Jon Favreau, 27, is the youngest chief speechwriter yet at the White House and has spent a lot of Starbucks time working on drafts of today'sspeech. President Elect Barack Obama calls him his mind reader.

As any colleagues in the communications business know, the secret of great speech writing is to get under the skin of the person you are writing for. Jon Favreau has done just that, honing his skill daily in an 18 months Presidential campaign, up most nights until 3.00am. What makes him different is that Favreau has studied Obama's speech patterns and cadences and can imagine the President’s voice as if an impersonator.

Today’s 20-minute speech will have been a highly collaborative effort between the new President and his mind reader. It is based heavily on historical research and thought to have responsibility and accountability as its twin themes.  People in the US will also be hoping it will be a speech that leads them into a new era.

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