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Generating Buy-In: Mastering the Language of Leadership Paperback – March 26, 2006
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"Anyone interested in influencing fellow human beings can benefit from this book's wise and practical advice. It's a keeper!"
-William Ury PhD, Harvard Law School, Coauthor of the best-selling Getting to Yes
"This book unlocks secrets top leaders have applied through the ages. Instinctively you know that Mark Walton has hit the bulls-eye, because it feels right in your heart and your gut. Wonderfully simple and effective!""
-- Ron Kirkpatrick, National Manager, Toyota Motor Sales, USA
"Generating Buy-In is a must read. Walton applies timeless wisdom to today's business world and, most importantly, shows how to take action. You will be a more effective leader if you follow the steps in this book"
-Frank T. Morgan PhD, Global Director of Leadership Development, Dow Chemical Company
"Those who run command and control companies would do well to heed the words in Generating Buy-In. Those who seek to inspire employees will find the author's advice a timely reminder of what they must continue doing."
- Jim Pawlak, syndicated columnist
"Outstanding! People will ask: Why didn't I know what's in this book years ago?"
-Walt Riker, Corporate VP for Communications, McDonald's Corporation
Business Books by Jim Pawlak, syndicated columnist: "Those who run (command and control) companies would do well to heed the words in Generating Buy-In.Those who lead (inspire their employees) companies will find his advice a timely reminder of what they must continue doing."--This text refers to an out of print or unavailable edition of this title.
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The premise of this book is that leaders send their messages, inspire their followers, and achieve results by using a particular type of language. The secret is astonishingly simple: tell stories, strategic stories. The key is to share a vision that people can buy into and they'll follow you to the ends of the Earth.
This disarmingly short book provides the insight into the technique, explains how this approach works, shows you how to use it, and encourages you to use the system. It seems so easy...one of those things that's right there in front of us, but we never saw it. Walton, a former CNN journalist, reports what he's learned, citing examples from the strategies of well-known executives.
Readers will benefit from clear explanations, how-to advice, and a sort of combination of enlightenment and inspiration. This book will stimulate your thinking and change the way you communicate. The illustrations, a glossary, and index provide added value.
The framework ( if I can use the word) for generating buy-in, is simple and powerful. Having determined the buy-in objective, it is important to establish a strategic story line. Humans think in pictures and images, and it is an appealing story that can capture attention about the vision and a positive future. The next step is to have three targeted chapters (based on the theory of Trilogy of Persuasion) , each directed at fulfilling the audience's future needs, wants and goals. Here the leader aligns his goals with that of the audience. Each targeted chapter is followed by supporting evidence to substantiate the statements in the targeted chapters. Buy-in is almost complete at this stage and now is the opportunity to call for action.
Each of these steps is clearly explained through very relevant examples. Excerpts from President George W. Bush's address to a joint session of Congress , September 20, 2001( to rally the nation in the wake of September 11 attacks), structured on this framework , is the best take away from this book.
A chapter at the end of the book is devoted to some FAQ's on the language of buy-in.
This is not a book that discusses theories of leadership and communication, but a practical guide for achieving results.
When dealing with rather sophisticated audiences - these techniques can fall short; so one needs to carefully study the audience first.
The author has done a good job of laying out his message in an easy to understand format, and the aesthetics of the book are pleasing as well. That made the read all the more enjoyable.
Good value for money...