The Trouble with Losing. Sometimes I've walked out of a pitch with a sick feeling in my stomach, knowing we don't have a prayer. Other times I've left on a real high, certain we're going to land the account. In the first case, I don't think I've ever been wrong.
Never Mess with the Brand. I remember talking to the president of Wardair, the now defunct airline. We were at some ceremony or other and he turned to me and said, "Jim, I think I've lost control of my company.
A lot of people approach a pitch as a performance, to be followed by a Q&A session with the audience. But it's not a monologue - or shouldn't be, anyway.
Surround Yourself with People Who Want You to Succeed. This is tricky. Sometimes people with bad ideas continue down a destructive path because they're surrounded by people who tell them only what they want to hear.
"Preparing for persuasion is only partially about figuring out what you want and what you have to offer. It's primarily about trying to figure out what matters - or what should matter - to the other party.
Playing golf with a person, you find out what they're like under stress. You see how they deal with disappointment. You find out what they're like when they're thinking, deliberating.
I'm not sure empathy can be taught. It seems to me more likely that the ability to really feel for another person is something you either have or don't have. And clearly, it exists on a spectrum.
Enthusiasm Creates Wealth. Trust this statement, because it's the truth. Enthusiasm also creates stamina. When you can work like a dog with joy in your heart, you're going to make more money.
So, how do you persuade other people? Although there's no formula that will work every time, it's helpful to think of persuasion as a process with distinct but overlapping stages.