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Shhh… Did you know that there is a secret Language of Leadership: a timeless set of verbal, vocal and physical cues that still determines who rises to the top of politics and business today?
For thousands of years, rhetoricians have tried to crack this code. It is only now, with new advances in neuroscience, that we can say for sure what works.
Winning Minds is the definitive guide to the Language of Leadership. Top speechwriter, Simon Lancaster, shows how great leaders gain power by winning over people's instinctive, emotional and logical minds.
With dozens of subtle but powerful practical techniques, the author shows how you can lead with language.
‧ People are more likely to buy a product if it has three benefits, rather than four – so 'cheaper, better, faster' is better than 'cheaper, better, faster, greener';
‧ People are more likely to invest in a share if the metaphor of personification is used – so 'shares leapt' is better than 'shares bounced';
‧ People are more like to believe something is true if it rhymes – so 'we've got to seal the deal' is better than 'we've got to sign the contract'.
Winning Minds will change the way you think about communication forever.
For thousands of years, rhetoricians have tried to crack this code. It is only now, with new advances in neuroscience, that we can say for sure what works.
Winning Minds is the definitive guide to the Language of Leadership. Top speechwriter, Simon Lancaster, shows how great leaders gain power by winning over people's instinctive, emotional and logical minds.
With dozens of subtle but powerful practical techniques, the author shows how you can lead with language.
‧ People are more likely to buy a product if it has three benefits, rather than four – so 'cheaper, better, faster' is better than 'cheaper, better, faster, greener';
‧ People are more likely to invest in a share if the metaphor of personification is used – so 'shares leapt' is better than 'shares bounced';
‧ People are more like to believe something is true if it rhymes – so 'we've got to seal the deal' is better than 'we've got to sign the contract'.
Winning Minds will change the way you think about communication forever.
作者簡介
Simon Lancaster is one of the world's top speechwriters and has written speeches for many global business leaders including the CEOs of Unilever, HSBC, and Intercontinental Hotels. He first became a speechwriter in the late 1990s, working for members of Tony Blair's Cabinet. Today, he is a visiting lecturer at Henley Business School and Cambridge University and his award-winning 'Language of Leadership' workshops have been run to great acclaim across some of the biggest companies in the world.
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