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Win: The Key Principles to Take Your Business from Ordinary to Extraordinary Hardcover – March 1, 2011
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About the Author
Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. He is a regular on Fox where he can be seen 1-3 times per week. Dr. Luntz lives in Alexandria, VA.
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The saddest thing about this book is that he says in several different ways that a winner will do whatever it takes to win. Big corporations and politics are where Frank makes his bread and butter. As such, one thing Frank doesn't say—and to me it's a glaring omission—that one should do whatever it takes to win, within the bounds of what's ethical. I don't think that's a reflection on Frank, I think it's a reflection on his clients, and his profiles of winners. (I haven't finished the book yet. Maybe he gets what Herman Wouk calls the "ethical angle" in there somewhere, but I'm not counting on it.)
I guess I'm not that much of a winner. I couldn't sleep nights if I cheated the way politicians and big corporate routinely do.
In "Win," Luntz expands his scope to provide tips on not only communication but also on other skills needed to succeed in business and in everyday life. The author interviewed standouts in business, politics, and sports to glean the reasons for their success and to pass their wisdom on to the reader. These achievers help make Luntz's case that traits such as passion, persuasion, and persistence are key in reaching your goals, but the book warns that these virtues must be tempered with integrity and competence in both the big and small areas in your life.
Luntz notes that what the public wants and expects from business leaders has shifted in the last few years as a result of the Great Recession, and relates what people want in their daily lives now and what they will expect from their politicians as we approach the big presidential and congressional elections this fall.
Much of what Luntz discusses in "Win" is simply common sense, but it doesn't hurt to have an occasional refresher on communication skills, leadership, and business acumen. And since Luntz has interviewed so many famous people for this book, you have probably long admired some of those dispensing advice, so you'll likely enjoy "Win" simply because you'll get to hear some of these public figures talk about success.
THANK YOU Dr. Luntz!!!!!
Win: The Key Principles to Take Your Business from Ordinary to ExtraordinaryWords That Work: It's Not What You Say, It's What People HearWhat Americans Really Want...Really: The Truth About Our Hopes, Dreams, and FearsWin: The Key Principles to Take Your Business from Ordinary to ExtraordinaryWords That Work