Generating Buy-In

Mastering the Language of Leadership
About the Summary

A former senior correspondent and anchorman at CNN, Mark Walton draws on his rich communications background to help leaders master the language of leadership with Generating Buy-In. Walton describes “buy-in” as getting understanding, commitment and action from others in support of a person, idea, proposal, product, service or organization. He explains that buy-in is the essential emotional ingredient needed for any collaborative effort to be successful. Generating Buy-In shows leaders how they can get buy-in by recognizing situations that call for renewed commitment from others, creating strategic stories that generate enthusiasm, and calling for action to get the job done.

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