about the book
You've read Sun Tzu's classic Art of War: now discover the Art of Woo - Winning Others Over.
Your projects, programs and career turn on the difference between "no" and "yes." Yet selling ideas - especially the kinds of ideas that make organizations work - is a skill shrouded in mystery. Part emotional intelligence, part politics, part rhetoric and part psychology, selling ideas is not tricking someone out of their money. It's about helping others to see things your way - engaging their minds and imaginations. Winning them over.
It is what Charles Lindbergh did when he assembled backers for his famous flight, what Nelson Mandela did when he led a revolution in South Africa and what the greatest entrepreneurs and innovators have always done in business. It's two parts art and one part science - mixed with wisdom and stirred with skill in long-term relationships.
The Art of Woo reveals the keys to every idea-selling campaign:
- Tuning to Your Audience: the Six Channels of Persuasion
- Showing R-E-S-P-E-C-T: Saluting Their Flags and Addressing Their Interests
- Public versus Private Settings: Making the Right Pitch
- Designing a Stepping-Stone Strategy Using Social Networks
Professors Shell and Moussa offer a self-assessment to determine which persuasion role fits you best -Driver, Commander, Promoter, Chess Player, and Advocate -and reveal how to make the most of your natural strengths. And they share vivid stories from their experiences advising thousands of leaders - as well as show how everyone from John D. Rockefeller and Andrew Carnegie to Bono and Andy Grove have used their Woo talents to advance their ideas.
Whether you're introverted or extroverted, competitive or collaborative, intellectual or practical, THE ART OF WOO will strengthen your persuasion skills in every aspect of your life.