Change the way you persuade
1. How you deliver the information , not the content of the information.
2. Five decision making categories
Harnessing the Science of Persuasion
1. The principle of Liking
2. The principle of Scarcity
3. Principle of Reciprocity
4. The principle of Social Proof
5. Principle of Consistency
Power of Talk :- Who gets heard and Why ?
The CEO of a major corporation told me that he often has to make decisions in five minutes about matters on which others may have worked five months. He said he uses this rule: If the person making the proposal seems confident, the CEO approves it. If not, he says no.
The Necessary Art of Persuasion
Four ways not to persuade
1. They attempt to make their case with an up-front, hard sell.
1. “It’s far better to present your position with the finesse and reserve of a lion tamer, who engages his “partner” by showing him the legs of a chair. In other words, effective persuaders don’t begin the process by giving their colleagues a clear target in which to set their jaws.”
2. They resist compromise.
3. They think the secret of persuasion lies in presenting great arguments.
4. They assume persuasion is a one-shot effort :- Persuasion is a process, not an event.
Effective persuaders seem to share a common trait: they are open-minded, never dogmatic.
Effective persuasion involves four distinct and essential steps.
1. First, effective persuaders establish credibility.
2. Second, they frame their goals in a way that identifies common ground with those they intend to persuade.
3. Third, they reinforce their positions using vivid language and compelling evidence.
4. And fourth, they connect emotionally with their audience. As one of the most effective executives in our research commented
There was no building up of the characters. Who was this health worker in Zambia? And what was her world like? What did it feel like to be in the exotic environment of Zambia, facing the problems she faced?
unintelligible to an outsider, is both informative and interesting to its intended audience.
How to Pitch a Brilliant Idea
the four negative stereotypes that are guaranteed to kill a pitch.
The used-car salesman
The charity case is needy
The three types of successful pitchers have their own techniques for doing this
Pitcher: Remember Errol Flynn’s Robin Hood?
Catcher: Oh, yeah. One of my all-time favorites as a kid.
Pitcher: Yes, it was classic. Then, of course, came Costner’s version.
Catcher: That was much darker. And it didn’t evoke as much passion as the original.
Pitcher: But the special effects were great.
Catcher: Yes, they were.
Pitcher: That’s the twist I want to include in this new series.
Catcher: Special effects?
Pitcher: We’re talking a science fiction version of Robin Hood. Robin has a sorcerer in his band of merry men who can conjure up all kinds of scary and wonderful spells.
Catcher: I love it!
The pitcher sets up his opportunity by leading the catcher through a series of shared memories and viewpoints.
Neophytes are the opposite of showrunners. Instead of displaying their expertise, they plead ignorance. Neophytes score points for daring to do the impossible, something catchers see as refreshing
Taking the Stress Out of Stressful Conversations
Fight Tactics, Not People
The best way to neutralize a tactic is to name it.