Generating Buy-In: Mastering the Language of Leadership
Mark S. Walton
Format: PDF / Kindle (mobi) / ePub
In the workplace, marketplace and public arena, the ability to influence people's thoughts and feelings - to generate their buy-in - has become the #1 leadership skill.
Complete with examples, practical exercises, sample business scenarios, and a foreword by William Ury PhD, coauthor of the international best-seller "Getting to Yes," Generating Buy-In imparts a simple and actionable approach to even the most complex leadership, management, sales or marketing challenges.
It will empower you to:
* Design a strategic story that projects a positive future to your audience
* Speak the language of buy-in with images that mold people's thoughts and emotions
* Put this language to work, whether your goal is to inspire an audience, lead a team, raise sales or win an election.
In this short, potent book, author Mark S. Walton, a Fortune 100 leadership consultant and former CNN Chief White House Correspondent, will show you how to design and implement the communication methodology used by leaders such as General Electric's Jack Welch, Intel's Andy Grove, President Ronald Reagan and even Winston Churchill. Spend a few hours with this book. It will pay benefits for the rest of your career and lifetime.
Selected as one of the year's top 30 business books by Soundview Executive Summaries, Generating Buy-In is an indispensable resource for leading and succeeding in today's fiercely competitive world!
And finally, I think it's important to emphasize that we are going to work in concert with all of the medical personnel. We have the single best medical personnel in the world to address this. Supporting Evidence They've already come on site. We've been working very closely with the Department of Health and Human Services. And Scott Lillibridge from HHS will be here in just a moment to talk about their efforts. We have extraordinary people doing all
As Oscarwinner Cuba Gooding, Jr. shrieked repeatedly to Tom Cruise, who played his agent in the movie Jerry McGuire, skip the details and "show me the money!" We all want the real thing. The Real McCoy Using reallife examples to shape opinions is a powerhouse approach that can be applied to any buyin challenge. Advertisers do it all the time. They fill their commercials with customers and celebrities who have personally tried their products. Lawyers seek out witnesses from the
Generate support from analysts, investors, and regulators Win elections and legislative approval Turn crises into positive, valueadded outcomes A Guide to Mastering BuyIn For all of its impact, I am confident that you will find this language of buyin surprisingly straightforward, even easy to learn and apply. I say this because I share this methodology with hundreds of executives, each year, in corporate, military, government, and graduate Page xviii
But thereafter, according to the vast majority of executives I've coached, using the strategic story methodology becomes natural and instinctive. It grows on you. And, as your "fluency" increases, you find yourself producing greater buyin results in far less time and with much less effort. One of our Center's clients, the executive vice president of a leading global automobile company, wrote me that mastering the use of strategic stories has, for him,
Once strategic stories grab attention, they capitalize on it. To borrow a storyline from AT&T's writers, stories "reach out and touch someone," a connection which is crucial to generating true buyin. Page 15 In today's data blizzard, blanketing people with more information—stats, graphs and charts, factoids—is not sufficient to win them over. The proverbial "data dump" has become counterproductive. "We know we should eat less and exercise more. Right? Do we do it? No way,"3