Crafting Persuasion: The Leader's Handbook to Change Minds and Influence Behavior. Cet article n’est pas disponible.Crafting Persuasion: The Leader's Handbook to Change Minds and Influence Behavior

Every leader realizes the importance of an effective communication strategy. But, how do you consistently succeed in telling the story of your brand or organization?

It takes a model and a guidebook written by three authors who have spent decades learning the art and science of creating powerful stories for some of the world's best marketing organizations.

Crafting Persuasion describes the ABCDE model (audience, behavior, content, delivery and evaluation) in a step by step guide that is as important to storytelling as the 4 P's are to marketing. It is a model that works in any setting.

Whether you are an engineer running a start-up or an NGO trying to sway public opinion or a CEO evaluating a marketing plan or a government officer charged with communicating a critical message or policy, this book is for you.

The strategic principles of Crafting Persuasion have been taught over the past decade at the U.S. State Department and other leading organizations. It is designed for those who have the responsibility to persuade an audience, but never had any formal training on how to do this. It is filled with real world examples from the business and non-profit worlds, along with an enlightening companion website (www.craftingpersuasion.com).

So, regardless of your communication challenge, Crafting Persuasion will show you how to create a communication strategy to win over audiences and reach your personal and professional goals.

Kip Knight is an Operating Partner at Thomvest Ventures based in San Francisco and is also Founder of CMO Coaches. This is his first book. Kip has served in a variety of marketing and senior management roles at Procter & Gamble, PepsiCo, YUM Brands, eBay, and H&R Block. His work has enabled him to work in over 60 countries around the world. He currently serves on two boards (Netbase and 5-11 Tactical). Kip splits his time between Orange County and the Bay area in California with his wife, Peggy. They have two sons, Tom and Chris.

Ed Tazzia is a principal at Sycamore and Company a management consulting firm which specializes in executive search, innovation mentoring and executive training. He started his career at Procter & Gamble and serves as global Chairman of the 36,000-member P&G Alumni Network. His experience ranges from the North American Soccer league, to Campbell's Soup's Vlasic Division, to IBM. His first book was Starting Over, a guide to a job search. Ed lives in Michigan with his wife Julie and they have two daughters, Gennie and Samantha.

Bob Pearson has helped build two major consulting firms, GCI Health and W2O Group, and has served as head of global communications for Novartis, Dell and Sanofi (Rhone-Poulenc Rorer). He created the Fortune 500's first global social media function at Dell. An author of four books, Bob is adjunct professor at The University of Texas at Austin McCombs School for Business, Syracuse University and is a Visiting Scholar at The University of Southern California. Bob resides in Austin, Texas with his wife, Donna.