Persuasion

Definition: Develop techniques to market and encourage adoption of new ideas or products based on understanding of human psychology and consumer behavior. Example: Convey a convincing business case that combines a compelling story and supporting data.

Relates to: Be Nimble to Exceed the Rate of Change

SKILL DEVELOPMENT RESOURCES

ONLINE RESOURCES

17 Principles of Persuasion, Direct Marketing Style
The Art of Woo: Using Strategic Persuasion to Sell Your Ideas

BOOKS

Influence: Science and Practice, 5th Edition
The Handbook of Persuasion and Social Marketing

COURSE, WORKSHOP, OR SEMINAR

Expanding Your Influence: Understanding the Psychology of Persuasion
Strategic Persuasion Workshop: The Art and Science of Selling Ideas

TOOL RESOURCES

Tools to support this skill may include:

Business Case: HBR Guide to Building Your Business Case (HBR Guide Series)
Knowledge Sharing Platform: Marketing and Consumer Behavior: Concepts, Methodologies, Tools and Applications
Rules of Engagement: Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
Rules of Engagement: Power Shift: The New Rules of Engagement
Rules of Engagement: The Rules of Engagement