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New Strategies on the Art of Negotiation
Former Chrysler chairman
Lee Iacocca once noted,
“You can have brilliant
ideas; but if you can’t get
them across, your ideas
won’t get you anywhere.”
In their new book, The
Art of Woo: Using Strategic
Persuasion to Sell Your Ideas,
Wharton legal studies and
business ethics professor G. Richard Shell and management
consultant Mario
Moussa provide a systematic
approach to idea selling
that addresses the problem
Iacocca identified.
The word “woo,” the authors
note, has many meanings,
but all of them relate to
focusing on the person you
are trying to persuade more
than on your own needs and
fears. “There is the obvious
meaning related to courtship
and romance,” says Shell,
“but there is also the more
general idea of wooing people
to seek their support.”
However “woo” is defined,
the authors argue that effectively
selling ideas — using
persuasion rather than force — is one of the most important
skills that everyone from
CEOs and entrepreneurs to
team leaders and mid-level
managers need to learn if
they want to be effective in
their organizations.
Other recent books by
Wharton faculty include: Being Sugar Ray: The Life
of Sugar Ray Robinson,
America’s Greatest Boxer and
First Celebrity Athlete, by
Kenneth Shropshire
Marketing That Works: How
Entrepreneurial Marketing
Can Add Sustainable Value
to Any Sized Company, by
Howard L. Morgan, Shellye
Archambeau, and Leonard
Lodish
Stocks for the Long Run, 4th
edition, by Jeremy Siegel
Talent on Demand:
Managing Talent in an Age
of Uncertainty, by Peter
Cappelli
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