Generating Buy-In: Mastering the Language of Leadership

The need to generate support, understanding and commitment is the general definition for the jargonesque term of "buy-in." It seems you can't attend a business meeting these days without half the attendees blathering about some burgeoning brouhaha about "buy-in." But talking about "buy-in" and actually securing it are completely different. Former CNN senior correspondent and anchorman, Mark Walton has taken on the assignment of trying to capture a formal process for "Generating Buy-In" which is the title of his book. Soundview likes this work because it aptly discusses the fact that buy-in doesn't happen by accident and Walton offers a compelling framework, coupled with a step-by-step process, to achieve it. This book will benefit anyone seeking to accomplish a goal with others - so it basically can help everyone.

At first I thought the author was Ury - seeing his name prominently displayed on the cover. Anyway, I bought and finished this book during a 2 hour plane ride. It is simple and to the point, helps you get the essence of what you should be doing to get buy in. No deep psychological dialog here - just tips that any one and everyone can put to work. When dealing with rather sophisticated audiences - these techniques can fall short; so one needs to carefully study the audience first. The author has done a good job of laying out his message in an easy to understand format, and the aesthetics of the book are pleasing as well. That made the read all the more enjoyable. Good value for money...

Effective communication of the intended message with the objective of ensuring buy-in is a key requirement for leaders at all levels today. This book is an easy to use toolkit for performing this effectively.The framework ( if I can use the word) for generating buy-in, is simple and powerful. Having determined the buy-in objective, it is important to establish a strategic story line. Humans think in pictures and images, and it is an appealing story that can capture attention about the vision and a positive future. The next step is to have three targeted chapters (based on the theory of Trilogy of Persuasion) , each directed at fulfilling the audience's future needs, wants and goals. Here the leader aligns his goals with that of the audience. Each targeted chapter is followed by supporting evidence to substantiate the statements in the targeted chapters. Buy-in is almost complete at this stage and now is the opportunity to call for action.Each of these steps is clearly explained through very relevant examples. Excerpts from President George W. Bush's address to a joint session of Congress , September 20, 2001( to rally the nation in the wake of September 11 attacks), structured on this framework , is the best take away from this book.A chapter at the end of the book is devoted to some FAQ's on the language of buy-in. This is not a book that discusses theories of leadership and communication, but a practical guide for achieving results.Highly recommended.

My initial sense when I picked up this book is that is was thin, perhaps lightweight. In pounds, it is lightweight (good to stick in your briefcase for that next airplane trip). In content, it's heavyweight. The premise of this book is that leaders send their messages, inspire their followers, and achieve results by using a particular type of language. The secret is astonishingly simple: tell stories, strategic stories. The key is to share a vision that people can buy into and they'll follow you to the ends of the Earth.This disarmingly short book provides the insight into the technique, explains how this approach works, shows you how to use it, and encourages you to use the system. It seems so easy...one of those things that's right there in front of us, but we never saw it. Walton, a former CNN journalist, reports what he's learned, citing examples from the strategies of well-known executives. Readers will benefit from clear explanations, how-to advice, and a sort of combination of enlightenment and inspiration. This book will stimulate your thinking and change the way you communicate. The illustrations, a glossary, and index provide added value.