David Axelrod

Axelrod's soft-spoken manner and slightly disheveled appearance—stand clear when he's digging into a bowl of chips and guacamole—can make him seem a bit like a bumbling history professor. But within the campaign's inner circle, no one's voice matters more. "He understands Barack's voice and the kind of campaign Barack wants to run," says campaign manager David Plouffe. The campaign's big-think architect, Axelrod recruited the pollsters and ad makers, and watches over their work, reviewing ads, shaping strategy, editing speeches and crafting the overall "message." Born and raised in New York City, he moved to Chicago as a student and was a political reporter and columnist for the Chicago Tribune. In the mid-'80s he got into politics himself, working to elect Democrats nationwide. Now he is the dominant political consultant in Chicago, where he and Obama became close friends. In 2004, Axelrod passed on wealthier and better-known candidates and signed on with the long-shot senator. The relationship calls to mind George W. Bush and his top adviser. Even so, aides say Axelrod is no Karl Rove. Both are serious strategists steeped in history and policy. But unlike "Bush's brain," they say, Obama's cerebral alter ego sees politics as a contest of ideals, not a contact sport.