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Foreword by William Ury, coauthor of the bestseller Getting to Yes.
Buy-in can be defined as the understanding, commitment, and action of people working to achieve strategic objectives. In 21st-century business, buy-in has become a crucial asset, and the ability to generate it has emerged as the leadership competency. The achievement of buy-in depends heavily on the communication skills of the seller, the executive, or whoever is asking us to believe, to act, to buy.
Generating Buy-In presents a language of leadership common to the most masterful influencers in business, politics, law, and other arenas. The author describes how to use this language to build strategic stories that project a positive future, even when the immediate news may be less than ideal.
Generating Buy-In offers examples of individuals and organizations that have used this method, including Jack Welch, Ted Turner, several U.S. Presidents, Coca-Cola, and the U.S. Army. These and other examples, plus exclusive interviews, illustrate how powerful leadership communication can bring unprecedented buy-in throughout any organization.
The book features valuable tools, including sample business scenarios, a full chapter of Q & A, and a design process for creating custom buy-in exercises and transferring the lessons of the book to actual workplace settings.
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"The power not just to persuade, but to inspire.
""Anyone interested in influencing fellow human beings can benefit from this book’s wise and practical advice. It’s a keeper!""
--William Ury, Harvard Law School, Coauthor of the best-selling Getting to Yes
The ability to influence people’s thoughts and feelings, to generate their buy-in, has emerged as the paramount leadership skill. The strongest leaders are those who create a positive vision of the future, paint a ""big picture"" that generates action by tapping into people’s emotions, ask for a commitment, and inspire their listeners to take steps toward the goal. Generating Buy-In: Mastering the Language of Leadership will help you master the powerful language that breeds such a commitment.
Through real-world case studies and exclusive interviews, Generating Buy-In imparts a revolutionary yet practical approach to:
* Crafting a strategic story that projects a positive future to your audience
* Speaking the language of buy-in with images that mold powerful thoughts and emotions in your listeners
* Putting the language to work in service of your goal -- whether the goal is to raise sales, inspire a work force, or win a Presidential election.
""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
Complete with examples, practical exercises, sample business scenarios, and a foreword by William Ury, coauthor of the best-selling Getting to Yes, Generating Buy-In is an indispensable resource for leading and succeeding in today’s fiercely competitive world!"From the Author:
The strongest leaders are those who create a positive vision of the future. The approach is as old as Moses' vow to bring believers "out of the affliction ... unto a land flowing with milk and honey," and as contemporary as the U.S. Navy's recruitment promise that "it's not just a job, it's an adventure."
In short, great leaders know how to paint a "big picture" that generates action by tapping into people's emotions and captivating their thoughts. They know how to develop a story line that fulfills their target audience's agenda and makes them say, "Yes, you understand me, I'm on board!" Finally, they know how to ask for a commitment and inspire their listeners to take steps toward the goal.
Generating Buy-In will help you master the powerful language that breeds such commitment. This book will show you how to develop the communication skills that will inspire your audience and guarantee their buy-in.
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