Author: Frank I. Luntz

Publisher: Hyperion, 2011

ISBN-13: 978-1401323998, 320 pages

To learn how winners win, ask them. Political consultant and Fox News analyst Frank I. Luntz interviewed extraordinary winners, including many leaders from Forbes 400 and Fortune 500 companies. Luntz distills his discoveries down to nine basic principles that he calls “nine Ps of winning.” The politicians who hire Luntz’s consulting company, The Word Doctors, consider him a master propagandist. In his own words, “It’s not what you say, it’s what people hear.” Luntz is a proven communicator, and getAbstract finds that his nine rules for winners can help businesspeople plan their communications to emerge victorious in today’s marketplace.

Ready to grab the brass ring?

Winning demands special abilities. You must understand the human side of each situation and have the right chemistry to connect to people spontaneously. You need to know which questions matter and when to bring them up. You must create something new and have the vision to see solutions to life’s challenges. You should prioritize, accomplish more in a better way, persuade with power and move ahead when everyone else retreats. Be curious and passionate and love life. Trust in good fortune. And be willing to fail, pick yourself up and try again.

Winners are not like other people. As Tom Harrison, chairman and CEO of Diversified Agency Services, puts it, winners concentrate on their long-range goals, not on the roadblocks in front of them. Good is never enough; only extraordinary will do. Winners don’t make excuses. They are communicators who understand that the first words people speak are the most vital. A poor opening for your presentation – no matter what the format – means no one will be paying attention by the time you’re done. To win, follow these guidelines, the “nine Ps of winning”:

1. “People-centeredness”

Few leaders understand people and their feelings better than former U.S. President Bill Clinton. In 1992, during Clinton’s first presidential campaign, AIDS activist Bob Rafsky complained to him that the US government had been neglecting the AIDS issue. Clinton responded: “I feel your pain.” By communicating in this manner during his campaign, Clinton signaled to Rafsky and all other Americans that he was empathetic about their concerns. You cannot be a winner if you are not “people-centered.” If you are people-centered, your answers to at least four of these questions should be in the affirmative:

·“Do you look others right in the eyes?” – This shows respect. Attentiveness to others helps uncover the emotions that motivate them.

·“Do you repeatedly ask ‘why’?” – Conversation provides opportunities to discover what makes others tick.

·“Do you analyze what you can gain from each interaction?” – Align what you have to offer with people’s needs.

·“Do you actively look to improve products, results or situations?” – People-centered individuals love to solve problems and develop solutions.

·“Do you apply your experiences?” – Your track record provides “your working capital for winning.” Leverage your experiential capital productively.

2. “Paradigm breaking”

In the 16th century, Nicolaus Copernicus claimed in his book On the Revolutions of the Celestial Spheres that the Earth and the other planets revolve around the sun. Prior to Copernicus, people believed that the Earth was the center of the universe, and that the sun traveled around it. Copernicus demonstrated otherwise, and everyone began to think differently about the world and the universe. This represented a paradigm shift…

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