The Elements of Influence

Résumé du livre

Kelly (competitive strategy and communications expert) uses game terminology to explicate his "The Playmaker's Standard"--Strategies useful for those needing to influence others in personal, political, or corporate settings. "The Playmaker's Standard" is composed of three systems: "The Playmaker's Table," a taxonomy of strategies; "The Playmaker's Process," a methodology for choosing the strategies; and "Factors at Play," categories of concepts that affect the use of persuasive strategies in a marketplace (e.g., brand, credibility, culture). The reader is methodologically led through the process of "playmaking" to increase competitive advantage for those advocating for an organization's brand or reputation or involved in the development of policies and messages. Tables guide using and decoding plays, and relevant examples demonstrate applications. Ease of reading can be deceptive, relative to the weightiness of the content. Notes indicate the extensive research behind the standard's development, and a glossary provides a quick reference to the game terminology. A useful handbook for practitioners in marketing, public relations, and politics, and heuristic fodder for academic researchers of persuasion