It’s that time again – candidates announcing they’re running for president. Last time it was the GOP who put up massive numbers of candidates. This time it’s the Democrats. There have been a number of familiar names and a lot of newbies. Seems like someone new announces every day.

But no one – no one – has received the kind of attention Pete Buttigieg has. And here’s why…

He’s a very skillful speaker and communicator. Sure, he’s smart, having checked many of the “right” boxes on his way to running for president. But his political and business experience resumé, things that would help qualify him for this very hard and demanding job, are, let’s be honest, limited to non-existent.

So why has his ascent been so metoric? Because human beings have evolved to follow leaders who inspire them and make them feel safe. It makes sense from an evolutionary POV. When the group is at risk – and early humans always were from predators, weather, and other humans – you have to immediately know whom to follow to save your life. This is what communicating skillfully is all about.

Buttigieg recognized that if he were going to have a chance to compete with much more experienced and known contenders, he’d have to do it the Obama way…

Speak confidently. He seems thoughtful and considered in his reponses. This shows him as, well, thoughtful and considered instead of a loose canon or hemming and hawing. Prepare. There is nothing seat-of-the-pants about the way Buttigieg communicates. He has prepped. Probably a lot. Physical presence. He knew that to overcome the tongue-wagging about his youth (he’s only 37, one year older than the age the Constitution allows people to be president) and his small stature, he had to come across as wiser and bigger to influence how voters thought about him. Vocal presence. Buttigieg has a terrific speaking voice and he knows how to wield it. Storytelling. He uses examples from his life experiences to illustrate points. He makes us extrapolate that he can get the job done without, so far at least, including any of the messy, boring details.

These are just a very few things around communicating skillfully he does that anyone could do. It has helped him leapfrog over his equally qualified peers and, more stunningly, over his more qualified peers. You don’t think that’s fair? It is totally fair. Moreover, it’s life!

Look, Mayor Pete could be gone tomorrow. But I guarantee you even if he doesn’t ultimately become the candidate, he’s set himself up for all manner of big advances. What we’re seeing now could be just the beginning.

Communicating skillfully on every platform is the greatest marketing and personal branding tool no one wants to use. I always tell this to my clients and audiences. If you still need proof, look no further than Mayor Pete.

(Also, if you are confused about how to pronounce his name, try “Buddha Judge.” Trust me, it works.)