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The Art of Woo: Using Strategic Persuasion to Sell Your Ideas von [Shell, G. Richard, Moussa, Mario]
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The Art of Woo: Using Strategic Persuasion to Sell Your Ideas Kindle Edition

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Länge: 332 Seiten Word Wise: Aktiviert Sprache: Englisch

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"Ranging across history, from Charles Lindbergh to Sam Walton, the authors examine how savvy negotiators use persuasion-not confrontation-to achieve goals."
-U.S. News & World Report


G. Richard Shell and Mario Moussa know what it takes to drive new ideas through complex organizations. They have advised thousands of executives from companies such as Google, Microsoft, and General Electric to organizations like the World Bank and even the FBI's hostage rescue training program. In The Art of Woo, they present their systematic, four- step process for winning over even the toughest bosses and most skeptical colleagues. Beginning with two powerful self-assessments to help readers find their "Woo IQ,"they show how relationship-based persuasion works to open hearts and minds.


  • Format: Kindle Edition
  • Dateigröße: 946 KB
  • Seitenzahl der Print-Ausgabe: 332 Seiten
  • ISBN-Quelle für Seitenzahl: 1591841763
  • Verlag: Penguin Books; Auflage: Reprint (18. Oktober 2007)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B000W939L6
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Nicht aktiviert
  • Durchschnittliche Kundenbewertung: 4.5 von 5 Sternen 2 Kundenrezensionen
  • Amazon Bestseller-Rang: #269.365 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

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Format: Gebundene Ausgabe
'The Art of Woo' is one of the best books I have read for a long time.

'Woo', as Marcus Buckingham ('The One Thing You Need To Know', etc) describes it, is "a talent for 'Winning Others Over'".

Richard and Mario define Woo as: "It is relation-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects. It is, in short, one of the most important skills in the repertoire of any entrepreneur, employee, or professional manager whose work requires them to rely on influence and persuasion rather than coercion and force."

G. Richard Shell and Mario Moussa achieve the complex task of making the complicated persuasion process transparent without boring the reader with too much theory, data, and historical lessons (on rhetorics, etc).

It is a real eye-opener, because you've done a lot of it, but never really planned to do it. You stumbled upon. You got caught by it. You hated it ...

... But you must love to Woo. It is pure communication. It is convincing people around you. Selling your ideas. Becoming passionate about your ideas. Becoming successful in your life.

It is that much about character, personality and authenticity, about being yourself and following your intuition, about doing your thing, about being convinced this is the right thing to do, about self awareness and self realization.

And it is about convincing others, motivating others, being a role model, inspiring, engaging - and leading!
Kommentar 8 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
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Format: Taschenbuch Verifizierter Kauf
What I do not like about the book is this: I read the book with a lot of attention and made notes. I also able to remember most things from the book. But there are only few things I learned from the book that use in daily life! I would have appreciated the book to be less abtract and more concrete.

But the book is on a great topic: how to woo other people over!
The books does use a lot of examples.
Thus you probably will enjoy the book but do not expect to become an overnight success at "the art of woo".
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Die hilfreichsten Kundenrezensionen auf (beta) HASH(0x92605c84) von 5 Sternen 45 Rezensionen
33 von 33 Kunden fanden die folgende Rezension hilfreich
HASH(0x92626e10) von 5 Sternen Ideas alone won't get you anywhere: an important book on idea persuasion 16. November 2007
Von Amazon Customer - Veröffentlicht auf
Format: Gebundene Ausgabe
"The Art of Woo" hits on all cylinders, except perhaps its title. This book offers practical advice and a clear roadmap on how to persuade others, that is the selling of ideas. The book is entertaining, well written, and full of good stories, quotes, and historical personalities and business greats. I highly recommend this book for everyone because all of us has to sell our ideas: to our families, co-workers and clients. As Lee Iacocca said "you can have brilliant ideas, but if you can't get them across, your ideas won't get you anywhere."

What makes "The Art of Woo" so good is its emphasis on relationships and people skills. Woo is about "relationship-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects." In our manically fast email impersonal technology driven world "woo is about people, not saving time."

The book includes self-tests, practical tips, and a clear strategy: 1) survey your situation 2) confront the five barriers 3) make your pitch, and 4) secure your commitments. The barriers include relationships, credibility, communication mismatches, belief systems, and interests and needs. The authors recommend other books and have documented their research.

Lastly, this book pulls together much of the famous material of other persuasion books, such as Robert Cialdini's "Influence: the Psychology of Persuasion," "Soft Selling," and "Blink". The book quotes Steven Covey, Marcus Buckingham, and dozens of business and historic leaders (Churchill, Franklin, Andy Grove, Sam Walton, etc.) If you only have time to read one book on persuasion this is an excellent choice.
25 von 25 Kunden fanden die folgende Rezension hilfreich
HASH(0x92626f60) von 5 Sternen Influencing with Integrity 19. November 2007
Von Dr. Richard G. Petty - Veröffentlicht auf
Format: Gebundene Ausgabe
Two things attracted me to this splendid little book. First, when I saw it in a bookstore, the clever title seemed to be a play on words - The Art of War - with a cover of one bird trying to persuade - woo - another. Second was a brief but enticing review in Time magazine.

I am delighted that these two factors lead me both to buy and read the book.

The authors are both on the Faculty of the Wharton Business School in Philadelphia, and by "Woo" they do indeed mean the art of the relationship, by which they mean the ability to win over colleagues and co-workers, clients and customers. We all have different motivations for doing the things that we do, and a half-century of research has shown that they cannot simply be reduced to pain and pleasure. Things are often a lot more complex than that. So the ability to influence has to be similarly multifaceted.

Many great leaders have had this remarkable ability to bring people on board by using emotionally intelligent persuasion in place of coercion. It is no surprise that the authors use Napoleon Bonaparte and Abraham Lincoln as two examples of people who were masters of the art of "woo," before also describing a number of famous people form the business world.

Since a viable interpersonal relationship requires more than one person, the book examines "woo" for people throughout an organization. So you can certainly sell yourself and your product, but it is best to do the selling after learning about your own strengths and weaknesses, so that you develop a style based on a dynamic self-awareness.

The authors use a model based on five styles, to describe different approaches to persuasion:
Driver (e.g. Andy Grove of Intel fame)
Commander (e.g. J.P. Morgan)
Promoter (e.g. Andrew Carnegie)
Chess player (e.g. John D. Rockefeller)
Advocate (e.g. Sam Walton)

As we would expect, the authors have deliberately taken extreme cases to illuminate their model, and most of us are composites of a number of styles.

The authors also step outside the business world and highlight people like the singer Bono, who has a legendary ability to find the right way to engage with the people who can support his social causes. This is an example of a high level of "woo" being used in a good cause. But the authors are not so naïve as to assume that "woo" is necessarily a good thing. Many psychopaths are masters of the art of woo, and there are several people currently serving time behind bars for their ability to persuade colleagues, subordinates and investors to jump over a cliff on their behalf. So the authors also emphasize the importance of wooing with integrity.

This is an excellent and well-written book that I recommend highly to anyone who ever needs to influence someone else to do something. And that probably means all of us!

Richard G. Petty, MD, author of Healing, Meaning and Purpose: The Magical Power of the Emerging Laws of Life
13 von 14 Kunden fanden die folgende Rezension hilfreich
HASH(0x924e12b8) von 5 Sternen "Winning Others Over" to Mutual Advantage 8. März 2008
Von Robert Morris - Veröffentlicht auf
Format: Gebundene Ausgabe
Almost 2,500 years ago, one or more of Aristotle's students assembled notes they had taken during his lectures and compiled them in a single volume now known as "The Rhetoric." To the best of my knowledge, that is the earliest text on the general subject of persuasion. In essence, Aristotle suggests that there are four levels of discourse: exposition that explains with information, description that makes vivid with compelling details, narration that tells a story or explains a sequence, and finally, argumentation that convinces with logic and/or evidence.

In their book, G. Richard Shell and Mario Moussa develop in a modern context many of Aristotle's ideas about principled as well as effective persuasion. The objective of Woo is to win others over to mutual advantage. That is, Woo "is relationship-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects. It is, in short, one of the most important skills in the repertoire of any entrepreneur, employee, or professional manager whose work requires them to rely on influence and persuasion rather than coercion and force."

Shell and Moussa recommend a four-step process to achieve influence goals and then thoroughly explain how to complete each. More specifically,

First, survey the given situation by forging and polishing the idea, map the decision process by understanding the social networks within the organization, determining which persuasion style will be most effective, and summoning whatever passion and conviction may be necessary to achieve the desired objective. (Chapters 2 & 3) Next, confront the given barriers that may include negative relationships, poor credibility, communication mismatches, contrary belief systems, and conflicting interests. Shell and Moussa offer eminently practical advice on how to transform barriers into assets that can be leveraged. (Chapters 4-6) Then make the pitch by presenting solid evidence and arguments as well as using various devices to give the proposed ideas and/or course of action a personal touch. (Chapters 7 & 8) Finally, secure the commitments by dealing effectively with politics at both the individual level and throughout the organization. (Chapter 9)

Where to start? Shell and Moussa identify "the six main channels of persuasion that provide the conduits for most idea-selling messages" (each explained in detail, Pages 32-40) and suggest that their reader complete a self-diagnostic (provided in Appendix A) to determine which of the channels would be most appropriate. In Figure 2.1, Shell and Moussa provide a grid within which they suggest that there are five primary persuasion styles and a range of Volume" at which the message is delivered as well as orientation that is either focused on self or on others: the Driver (e.g. Andy Grove), the Commander (e.g. J.P. Morgan), the Promoter (Andrew Carnegie), the Chess Player (e.g. John D. Rockefeller), and the Advocate (e.g. Sam Walton). The challenge when preparing to persuade others is to formulate a presentation that is most appropriate to one's personal style (i.e. authentic because character and purpose "matter most") but also, and just as important, one that is appropriate to both the given objectives (e.g. explain and/or convince) and the given audience. Only then can the appropriate channel be selected.

For example, the essence of the interest-based persuasion channel "is inducement, not trading. Thus, you are engaged in interest-based persuasion whenever you pitch your idea as addressing the other party's underlying needs." As for rationality-based persuasion, Shell and Moussa define it as "trying to influence someone's attitudes, beliefs, or actions by offering reasons and/or evidence to justify a proposal on its merits." With regard to the relationship channel, they recommend it whenever similarity, liking, rapport, and reciprocity are used or when there is reliance on an existing network of contacts and friends to open doors as part of an idea-selling strategy.

In this remarkably lively and eloquent volume, Shell and Moussa provide their reader with a comprehensive, cohesive, and cost-effective process by which to use strategic persuasion to "sell" her or his ideas. (They use the term "road map" but I much prefer "process" because the "geography" of strategic persuasion will vary from one idea or one audience to the next whereas the information and counsel that G. Richard Shell and Mario Moussa offer will be relevant to any "journey," wherever and whenever it may occur, whatever its ultimate destination may be.) They conclude with a list of "Ten Questions for Would-Be Wooers" that must be carefully considered, then answered with a high level of specificity. I remind those who read this review that self-audit diagnostic exercises are provided in the first two appendices. Each alone is well-worth the cost of this brilliant book.

Those who share my high regard for this book are urged to check out Shell's Bargaining for Advantage as well as two books by Stephen Denning: The Leader's Guide to Storytelling and his more recent The Secret Language of Leadership. Also, Chip and Dan Heath's Made to Stick, Howard Gardner's Changing Minds and his more recent Five Minds for the Future, Robert B. Cialdini's Influence: The Psychology of Persuasion, and Dale Carnegie's extraordinarily durable classic, How to Win Friends & Influence People.
2 von 2 Kunden fanden die folgende Rezension hilfreich
HASH(0x92626dc8) von 5 Sternen Quite an entertaining read ... all the probing questions for wooers are certainly worth the price of the book! 22. Mai 2008
Von Lee Say Keng - Veröffentlicht auf
Format: Gebundene Ausgabe
Actually, I was attracted to this new book by it's secondary title, 'Using Strategic Persuasion to Sell Your Ideas'.

I have always been fascinated by the subject of selling ideas to others.

According to the two authors, "woo" is defined as the ability to "win others" over to your ideas or initiatives without coercion, using relationship-based, emotionally intelligent persuasion.

In other words, how to sell your ideas to the entire organisation, one person at a time.

In the book, the authors also presents a simple, four-step approach to the idea-selling process.

The two authors also highlights the top three mistakes that people make in selling ideas.

In the end analysis, after the readingthe book, I reckon persuading &/or influencing others in an organization to accept & act on your ideas & initiatives is just a matter of strategy.

This is what the book is essentially all about.

There is also a useful self-assessment in the book to discover your persuasion style. This assessment will help determine if you are a 'Driver', 'Commander', 'Chess Player', 'Promoter' or 'Advocate'.

One's influencing skills are determined by defining which of these five persuasion styles is yours.

Then, you can overcome your weaknesses by turning them into strengths.

The two author draws quite heavily on major political leaders in history (Abraham Lincoln, Napoleon Bonaparte, Nelson Mandela), & past/present business thought leaders (Charles Lindbergh, Andrew Grove, Bono, Charles Kettering, J P Morgan, John Rockefella, Andrew Carnegie, Sam Walton) to illustrate key ideas in the book.

On the whole, this 300-page book has been quite an entertaining read. I must say that the probing questions within the four-step approach as well as the final questionnaire for wooers are certainly well worth the price of the book.

[I like to recommend two other excellent books to be read in this genre: 'Presenting to Win: The Art of Telling Your Story', by Jerry Weissman & 'Powerful Proposals: How to Give Your Business the Winning Edge', by David Pugh & Terry Bacon.]
HASH(0x924e1774) von 5 Sternen Excellent book on delivery of ideas 24. November 2012
Von Larry Wagner - Veröffentlicht auf
Format: Gebundene Ausgabe Verifizierter Kauf
Well written, well thought out book. Many excellent examples, including a couple anecdotes from the career of Steve Jobs.
The first, about creating Apple with Steve Wozniak. The second, a brief marketing meeting at the depths of Apple's problems in the last 1990's before the big turnaround.
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