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Synopsis
This article defines and explains the four essential elements of persuasion. Business today is largely run by teams and populated by authority-averse baby boomers and Generation Xers. That makes persuasion more important than ever as a managerial tool. But contrary to popular belief, author Jay Conger (director of the University of Southern California's Marshall Business School's Leadership Institute) asserts, persuasion is not the same as selling an idea or convincing opponents to see things your way. It is instead a process of learning from others and negotiating a shared solution. To that end, persuasion consists of these essential elements: establishing credibility, framing to find common ground, providing vivid evidence, and connecting emotionally. Persuasion can be a force for enormous good in an organization, but people must understand it for what it is: an often painstaking process that requires insight, planning, and compromise.
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About the Author
Jay A. Conger is the Henry Kravis Research Professor of Leadership Studies at Claremont McKenna College. He is also Senior Research Scientist at the Center for Effective Organizations at the University of Southern California in Los Angeles and visiting Professor of Organizational Behavior at the London Business School.
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- PublisherHarvard Business Review Press
- Publication date2008
- ISBN 10 1633695166
- ISBN 13 9781633695160
- BindingPaperback
- Number of pages80
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