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Product Description
Product Description
If you are running a project, leading a team or trying to win a contract, think about the people you need to influence. What if you could get behind their scepticism or defences? What if they could see the world from your vantage, and enjoy the view? What if they could see just what was possible?
This book has a simple aim: to help you influence people by firing their imaginations. Don’t argue with them. Don’t proposition them. Let a well chosen story or stories smuggle in what you need them to know.
You don’t need special skills or a silky smooth voice. You just need to take a few practical steps and soon the unlikeliest of people will be eating out of your hand. Inside you’ll discover:
- Ideas and tools to help you influence others in your working life
- How to craft a story to an audience and their needs
- How to understand and tell your own story
About the Author
Iain Carruthers graduated from Wadham College, Oxford. He holds a Masters in Organisational Consulting from Ashridge. He is founder of The Encounter Business (www.encounterbusiness.com), a change agency specializing in making brands useful to business. Until 2003, Iain was a Director at Interbrand, having previously worked as a consultant and marketer in the UK and USA. He is a frequent conference speaker and business commentator, appearing on Radio 4 and CNN. He shares a home in London with three women, although two of them are under six.
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Customer Reviews
It is a coherent and clear expositon on the power of stories. The first half of the book is about how you can use them to influence others effectivley in business. The second provides a framework for readers to evaluate and consider their own story-what shapes it and where you can draw energy from to make it fulfilling.
Whilst many business writers take a theme or hypothesis and 'do it to death' over 200-300 pages, Carruthers provides a simple and easy to understand approach that in around 100 pages tells you all you need to know, concisely. Refreshing, motivating and imaginative, it's a title I often dip back into when I'm looking for inspiration in a business world where powerpoint, data feeds and research statisitcs are seen as the best way to influence.
And anyway, any good business book that can quote Prefab Sprout, Oliver Stone and Steve Biko amongst others has got to be worth the price on the cover.
Highly recommended
Subtitled "A remarkable way of engaging and persuading others", this is supposedly a "how to" book on the use of storytelling in business. Unfortunately it doesn't have too much to say about that subject and if you only read pages 20-26 then you'd still get just about all there is worth getting.
So how are the other 90+ pages filled?
Well, there's at least 300 pages about three films - "Erin Brockovich", "American Beauty Rose" and "The Shawshank Redemption".
Oh, okay, perhaps not quite 300 pages. Maybe it just feels like that, especially as these passages seem to have no special purpose other than to fill space.
Indeed, if you haven't seen these films, or worse yet HAVE seen them but don't like them then I suspect that you definitely will NOT enjoy this book.
There is an 8 page Appendix of 11 allegedly "Very useful stories", though 7 of them have been used so often in previous books it seems like an act of wanton malice to have dragged them out of retirement yet again.
There's a whole 44 page "Act 2" (the first 56 pages are referred to as "Act 1" - don't ask me why, I've no idea) on how to work out "The story of your life". This section is allegedly included because: "This is a book about influencing people. To influence people, you need to know what influences you."
Unfortunately that's all the explanation we get on that point, so unless you already understand that concept then you're going to be pretty disappointed when you get to page 100 where the main body of the book just ends - loose ends left all a'flutter.
Fortunately, when I bought this book it was half price - which actually brought it a lot closer to its real value, in my opinion.
As long as you know NOTHING about storytelling, and aren't particularly interested in the subject, then I agree with the previous reviewer who said this book offered a pleasant way to pass the time on a long journey.
If, on the other hand, you were looking for an enlightening description of the fascinating subjects of stories and storytelling, in business or any other context, this book is pretty much a complete waste of time.
This great book comes in two parts. Read more
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