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The Necessary Art of Persuasion (HBR OnPoint Enhanced Edition)
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Availability: Available for download now
Binding: Digital
Format: Download: PDF
Label: Harvard Business Review
Manufacturer: Harvard Business Review
Number Of Pages: 15
Publication Date: February 01, 2000
Publisher: Harvard Business Review
Release Date: January 05, 2008
Studio: Harvard Business Review
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Editorial Review:
This article defines and explains the four essential elements of persuasion. Business today is largely run by teams and populated by authority-averse baby boomers and Generation Xers. That makes persuasion more important than ever as a managerial tool. But contrary to popular belief, author Jay Conger (director of the University of Southern California's Marshall Business School's Leadership Institute) asserts, persuasion is not the same as selling an idea or convincing opponents to see things your way. It is instead a process of learning from others and negotiating a shared solution. To that end, persuasion consists of these essential elements: establishing credibility, framing to find common ground, providing vivid evidence, and connecting emotionally. Persuasion can be a force for enormous good in an organization, but people must understand it for what it is: an often painstaking process that requires insight, planning, and compromise.
This is an enhanced edition of HBR article 98304, originally published in May/June 1998. HBR OnPoint articles save you time by enhancing an original Harvard Business Review article with an overview that draws out the main points and an annotated bibliography that points you to related resources. This enables you to scan, absorb, and share the management insights with others. This article defines and explains the four essential elements of persuasion. Business today is largely run by teams and populated by authority-averse baby boomers and Generation Xers. That makes persuasion more important than ever as a managerial tool. But contrary to popular belief, author Jay Conger (director of the University of Southern California's Marshall Business School's Leadership Institute) asserts, persuasion is not the same as selling an idea or convincing opponents to see things your way. It is instead a process of learning from others and negotiating a shared solution. To that end, persuasion consists of these essential elements: establishing credibility, framing to find common ground, providing vivid evidence, and connecting emotionally. Persuasion can be a force for enormous good in an organization, but people must understand it for what it is: an often painstaking process that requires insight, planning, and compromise.
Customer Reviews
Average Rating: 
Rating: - Essential Reading for All Professionals
Simply put: this is the best article on applied persuasion that I have read in years.
Conger takes a slightly different approach to persuasion than most authors. In a sense, I would suggest he is talking about how professionals can build and exercise influence. Based on his observations of many professionals, Conger delivers essential advice such as "persuasion is not a one-shot effort" and "persuasion is not about who has the best technical arguments." Instead, Conger talks about the reasons ... Read More
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