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The Hidden Agenda: A Proven Way to Win Business and Create a Following
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About The Hidden Agenda: A Proven Way To Win Business And
Product Description Each of us pitches ideas every day. Sometimes we sell our ideas to a small room full of skeptical colleagues. Sometimes we pitch to a boss, or a board of directors, a new organization, or for the contract of our dreams. Regardless, it all boils down to the act of stirring someone to join you—to agree to follow you. Yet we consistently underestimate how critical it is to recognize the needs, spoken and unspoken, of the decision maker. Decisions are made by people, and people have needs and agendas. Understanding these needs and agendas are critical to success in business. Kevin Allen's approach is not about persuading, but about creating a connection that assures a mutual win. Through his years of successfully pitching ideas, veteran ad man Allen has seen a pattern emerge: pitches aimed directly at the needs of the decision maker are winners. By recognizing the unspoken need of the decision maker, and connecting the pitch to that need, the likelihood of winning the sell is virtually assured. In The Hidden Agenda, Allen describes in practical terms an entirely new way to compel people to follow you and embrace what you are selling. The Hidden Agenda lays out concrete steps to identify the "who" you are reaching, "what" elements you can connect with, and "how" to connect with your audience with the end goal of simultaneously winning the sell and establishing an ongoing collaborative relationship. This entertaining book moves at a rapid clip and is full of lively anecdotes of hard-won advertising campaigns. From Mastercard's iconic "Priceless" campaign to Rudy Giuliani's mayoral campaign, Kevin Allen has seen first-hand how to effectively find, connect, and speak to the Hidden Agenda to win business unfailingly, every time. Review "The Hidden Agenda makes the invaluable link between understanding your audience's motivation and creating success. It also reveals some of the secret tactics that Kevin has used to help change businesses around the world. It all begins with that simple, timeless practice of connecting with people on a much deeper level. Don't miss the remarkable teachings of this unusual book and author." —Dan Schawbel, personal branding expert, bestselling author and owner of Millennial Branding"Kevin's enjoyable and informative book reminds us all that to communicate well is to connect with people first." — Rudy Giuliani, former Mayor of the City of New York "Kevin Allen is the 'Picasso' of the high art of the new business development and he has finally shared his magical techniques with the rest of us. A must-read! ." — Larry Weber, Chairman and CEO of W2 Group, author of Everywhere: Comprehensive Digital Business Strategy for the Social Media Era "Kevin has a special ability to uplift and inspire those around him. His generous spirit is on every page." — Steven Overman, Vice President and Global Head Marketing Creation, Nokia "Anyone who is trying to create the most persuasive selling presentation, the most inspiring vision or discover the customer sweet spot must read (and re-read)) Kevin Allen's new book. While filled with concepts and insights, this is no academic treatise, but a valuable playbook from someone who has 'been there, done that' with amazing success many times." — Joe Plummer, Professor of Marketing, Columbia Business School "Kevin Allen knows the art and science of marketing, brand building, and human persuasion. He shares his unique strategy for winning accounts and building businesses in The Hidden Agenda. A must-read tale as only he can tell it." — Jim R. Heekin III, Chairman and CEO, Grey Group "Kevin Allen has a powerful ability to turn insight into winning results. In The Hidden Agenda, he turns his approach into a discipline we can all use to drive results and win more consistently." — Andy Janowski, COO, Burberry "Kevin's knowledge, experience and humanity were an Interpublic treasure. He is a brilliantly gifted growth practitioner and a natural teacher. It is in his DNA
