In Practice: Principles of Persuasion

Drawing on the literatures on negotiation, communication, and persuasion as well as his research on organizational transformation, the author proposes a framework for understanding and enacting the persuasion process in organizations. He lays out key goals of persuasion and ways that skilled leaders can manage the process. The framework focuses attention on the ways leaders shape perceptions of interests and alternatives, as well as how they persuade one-on-one and from a distance. He also highlights the importance of gaining acceptance of tough, unpopular decisions, noting that the way leaders manage the process can have a major impact on outcomes in such situations.