To recognize language devices and appreciate their emotional power. Like good music, poetry uses wordplay, rhythm, and sounds to lull the reader into an emotional fog, and therein deliver its message. Great leaders learn to harness these techniques of communication and persuasion. Listen closely to effective advertisements and politicians and lawyers. Listen to the pleasing rhythm and wordplay of their mantras, and watch the sheep blithely flock to them: "It does not fit--you must aquit!" "Crisp and clean and no caffeine!" Politicians use prolific parallelism: "We will not tire, we will not falter, and we will not fail."