Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren’t, and we don’t.In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

    Communications expert Carmine Gallo has studied and analyzed the very best of Jobs's performances, offering point-by-point examples, tried-and-true techniques, and proven presentation secrets in 18 "scenes," including:Develop a messianic sense of purposeReveal the Conquering heroChannel your inner ZenStage your presentation with propsMake it look effortlessWith this revolutionary approach, you'll be surprised at how easy it is to sell your ideas, share your enthusiasm, and wow your audience the Steve Jobs way."No other leader captures an audience like Steve Jobs does and, like no other book, The Presentation Secrets of Steve Jobs captures the formula Steve uses to enthrall audiences."--Rob Enderle, The Enderle Group"Now you can learn from the best there is--both Jobs and Gallo. No matter whether you are a novice presenter or a professional speaker like me, you will read and reread this book with the same enthusiasm that people bring to their iPods."--David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave

    Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”—Edward Bernays, PropagandaA seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891–1995), pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed “engineering of consent.” During World War I, he was an integral part of the U.S. Committee on Public Information (CPI), a powerful propaganda apparatus that was mobilized to package, advertise and sell the war to the American people as one that would “Make the World Safe for Democracy.” The CPI would become the blueprint in which marketing strategies for future wars would be based upon.Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.This is the first reprint of Propaganda in over 30 years and features an introduction by Mark Crispin Miller, author of The Bush Dyslexicon: Observations on a National Disorder.

    Using illustrative examples, case studies, and exercises, the author, one of the most important and well known in his field, offers his legendary warmth and insight throughout this much-awaited second edition. Anyone who must communicate in a professional context--and who doesn't?--will use the lessons taught in this book for years to come! "Who would have thought the 'consultant's bible' could be improved upon? Count on Peter Block--the consulting profession's very own revolutionary--to push us to confront and struggle with the paradoxes inherent in our work." --Candace Thompson, organization development consultant, First Chicago NBD--A Bank One Company "Block has distilled years of experience into a wise, down-to-earth, and eminently practical guide to excellence in consulting. If you are new to the practice, Flawless Consulting will chop years off your learning cycle. And even if you're an old pro, Block's insights will elevate you to new levels of effectiveness. Flawless Consulting is not simply about becoming a better consultant; it is about using consulting as a path toward becoming a better person." --Barry Oshry, president, Power & Systems, Inc.; author of Seeing Systems and Leading Systems

    From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.

    A Model for Successful Influence 2. Characteristics of Influential Agents 3. The Dark Side of Influence 4. Characteristics of Suggestible Targets 5. Influence Tactics-Hard and Soft 6. How to Make the Most of Soft Tactics 7. How Context Shapes Influence 8. Practicing Impression Management 9. Selling and Being Sold10. Delivering Effective Speeches11. Developing Negotiation Skills12. Becoming a Transformational LeaderLectures by Kenneth G. Brown, the University of Iowa.6 audio discs (approximately 6 hr.) : digital ; 4 3/4 in. + 1 course guidebook (iv, 104 pages : illustrations ; 19 cm).

    TAKE THE PAIN OUT OF PRESENTATIONS.Terrified of speaking in front of a group? Or simply looking to polish your skills? No matter where you are on the spectrum, this guide will give you the confidence and the tools you need to get results.Written by presentation expert Nancy Duarte, the HBR Guide to Persuasive Presentations will help you:• Win over tough crowds• Organize a coherent narrative• Create powerful messages and visuals• Connect with and engage your audience• Show people why your ideas matter to them• Strike the right tone, in any situation

    Yet many of us live in fear of public speaking. We experience stage fright or believe that speeches are best left to those with more intuitive talent. But nothing could be further from the truth.As you'll learn in these 12 invaluable lectures, all it takes is confidence, practice, and the knowledge of techniques and strategies used by history's greatest public speakers, from Abraham Lincoln to Martin Luther King, Jr.This insider's look at public speaking shows you three key components to help you succeed in any situation: How to prepare for public speaking: Learn from Patrick Henry and others how to overcome stage fright, control your voice, use humor, and personalize your delivery. How to craft a great speech: Learn how to build captivating speeches from people such as Susan B. Anthony and how to use stories, examples, logic, and impressive visual images. How to handle your audience: Learn from Gandhi and others how to focus on your audience, invite them to share your vision, and inspire them to change.Whether you want to finally become the confident public speaker you've always wanted to be or are just looking for fresh advice on how to strengthen your skills, this inspiring course is packed with practical advice to help you learn one of the most important skills in your personal and professional life.©2010 The Teaching Company, LLC (P)2010 The Great Courses

    Millions will fail. Millions more will be received with yawns. A rare few will establish the most profound connection, in which presenter and audience understand each other perfectly, discover common ground and, together, decide to act.

    Your story is the most powerful asset you have at your disposal. It can cut through the noise and connect you with your customers. Content marketing is one of the most affordable and powerful digital marketing tools available to tell your story at scale. Maybe you’ve considered content marketing to tell your story, but instead of opportunity, you see setbacks. Creating content takes a lot of time and energy. How is it that some entrepreneurs can produce tons of content, run a business, and still have time to relax with their kids at the end of the day? The Story Engine provides you with a clear, concise, and actionable strategy to reap the benefits of inbound marketing. Inside you’ll learn: • How to set yourself up for content marketing success early, and how to avoid common pitfalls • Content strategy for both B2B and B2C businesses • How to use content as an influencer marketing and relationship building tool • Simple metrics to understand how your content is performing • How to use brand storytelling and transparency to drive growth for your business • Simple guides to use SEO, email automation, and paid traffic to support your content strategy and convert visitors into customers • How to automate and delegate time-consuming parts of creation, and still feel secure knowing that your content fits your unique brand. All without breaking your budget. This book also includes easy-to-use content marketing templates to help you take action right away and to get the results you want. Available free at thestoryengine.co/resources.

    Your customers don't want to walk away. They want to buy from you. So how does the brain make decisions? And what causes it to get confused? The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you. The Brain Audit isn't about persuasion or any mind tricks. Instead it shows you the information that your customers need in order to make a decision. It shows you how to present that information, and thereby enable the customer to intelligently go through a purchase sequence. The Brain Audit is designed to do the following: brain_audit_benefits 1) Enable you to spot every one of the 'seven bags' that are required to make a decision 2) Present those bags to the customer in the right sequence. 3) Enable you to get the customer to buy without needing to use pressure tactics.

    In the small BIG, three heavyweights from the world of persuasion science and practice - Steve Martin, Noah Goldstein and Robert Cialdini - describe how, in today's information-overloaded world, it is now the smallest changes that lead to the biggest differences in results.

    . . . Ignoring them is.  Eighty percent of companies say they deliver out­standing customer service, but only 8 percent of their customers agree. This book will help you close that gap by reconfiguring your customer service to deliver knockout experiences.  The near-universal adoption of smartphones and social media has fundamentally altered the science of complaints. Critics (“haters”) can now express their displeasure faster and more pub­licly than ever. These trends have resulted in an overall increase in complaints and a belief by many businesses that they have to “pick their spots” when choosing to answer criticisms.  Bestselling author Jay Baer shows why that approach is a major mistake. Based on an exten­sive proprietary study of how, where, and why we complain, Hug Your Haters proves that there are two types of complainers, each with very differ­ent motivations:  ·Offstage haters. These people simply want solutions to their problems. They complain via legacy channels where the likelihood of a response is highest—phone, e-mail, and com­pany websites. Offstage haters don’t care if any­one else finds out, as long as they get answers. ·Onstage haters. These people are often disap­pointed by a substandard interaction via tradi­tional channels, so they turn to indirect venues, such as social media, online review sites, and discussion boards. Onstage haters want more than solutions—they want an audience to share their righteous indignation.  Hug Your Haters shows exactly how to deal with both groups, drawing on meticulously researched case studies from businesses of all types and sizes from around the world. It includes specific play­books and formulas as well as a fold-out poster of “the Hatrix,” which summarizes the best strate­gies for different situations. The book is also filled with poignant and hilarious examples of haters gone wild, and companies gone crazy, as well as inspirational stories of companies responding with speed, compassion, and humanity. Whether you work for a mom-and-pop store or a global brand, you will have haters—and you can’t afford to ignore them. Baer’s insights and tactics will teach you how to embrace complaints, put haters to work for you, and turn bad news into good outcomes.

    In this volume, master coach trainer Tony Stoltzfus joins with 12 other professional coaches to present dozens of valuable asking tools, models and exercises, then illustrates these coaching strategies with over 1,000 examples of penetrating questions. Covering the gamut from basic techniques like options and actions to advanced concepts such as challenge and reframing, Coaching Questions is a book that will find a home on any coach's short list of handy references. Coaching Questions: A Coach's Guide to Powerful Asking Skills includes: 1. Dozens of asking tools, models, and strategies. 2. The top ten asking mistakes coaches make, and how to correct each one. 3. Nearly 1200 examples of powerful questions from real coaching situations. 4. Destiny discovery tools organized in a four-part life-purpose model . 5. Overviews of 15 popular coaching niches, with a tool and examples for each. 6. A schedule of training exercises to help you become a "Master of Asking".

    But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been more vital for commercial success. It will be an essential purchase for everyone in advertising, marketing and business who needs to understand why the most successful brands in the world triumph by making insiders believe in them - and consumers buy into them.