Each of us pitches ideas
every day. Sometimes we sell our ideas to a small room full of skeptical
colleagues. Sometimes we pitch to a boss, a board of directors, or a new
organization, or for the contract of our dreams. Regardless, it all boils down
to the act of stirring someone to join you—to agree to follow you. Yet we
consistently underestimate how critical it is to recognize the needs, spoken
and unspoken, of the decision maker. Decisions are made by people, and people
have needs and agendas. Understanding these needs and agendas is critical to
success in business. Kevin Allen’s approach is not about persuading but about
creating a connection that assures a mutual win.
Through his years of
successfully pitching ideas, veteran ad man Allen has seen a pattern emerge:
pitches aimed directly at the needs of the decision maker are winners. By
recognizing the unspoken need of the decision maker, and connecting the pitch
to that need, the likelihood of winning the sell is virtually assured. In The
Hidden Agenda, Allen
describes in practical terms an entirely new way to compel people to follow you
and embrace what you are selling. The Hidden Agenda lays out concrete
steps to identify the “who” you are reaching, “what” elements you can connect
with, and “how” to connect with your audience with the end goal of simultaneously
winning the sell and establishing an ongoing collaborative relationship.
This entertaining book
moves at a rapid clip and is full of lively anecdotes of hard-won advertising
campaigns. From Mastercard’s iconic “Priceless” campaign to Rudy Giuliani’s mayoral
campaign, Kevin Allen has seen firsthand how to effectively find, connect, and
speak to the Hidden Agenda to win business unfailingly, every time.
Gildan Media and
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