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Generating Buy-In
Book

Generating Buy-In

Mastering the Language of Leadership

Mark S. Walton
AMACOM, 2004

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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Leaders don’t exist without followers and followers don’t exist without buy-in. To get people to follow you, tell them where you want to go in such a way that they want to take the trip. Author Mark S. Walton’s very short, concise handbook shows leaders and would-be leaders how to craft compelling stories, how to use images to appeal to their listeners’ imaginations and emotions, and how to use language to advance their goals. Walton employs an easy-to-use outline format that makes it simple to determine if you have everything you need to communicate as clearly as possible. He provides numerous examples of this approach at work in government and business. getAbstract.com assures readers who are looking for a quick guide to communicating clearly that they will find what they need in this book.

Take-Aways

  • Strategic stories are almost unbelievably powerful.
  • The best stories generate understanding, loyalty and action - in a word, buy-in.
  • No leader can lead without followers. These days, the followers have to be committed volunteers.

About the Author

Mark S. Walton is chairman of the Center for Leadership Communication, based in Monterey, CA, and Chapel Hill, NC. He is also professor of leadership at the U.S. Navy’s Advanced Management Program and teaches at the Senior Executive Institute at the University of North Carolina. A Peabody Award winner, he was former chief White House correspondent for CNN.

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