 | The Hidden Agenda: A Proven Way To Win Business And Create A Following By Kevin Allen
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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.
- Amazon Sales Rank: #2200 in Books
- Published on: 2012-04-17
- Original language: English
- Number of items: 1
- Dimensions: .0" h x .0" w x .0" l, .0 pounds
- Binding: Hardcover
- 224 pages
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 to share. This proves it and The Hidden Agenda is a must-read for anyone with growth on their agenda." — David Bell,, Chairman Emeritus, The Interpublic Group, Advertising Hall of Fame Inductee 2007
"Kevin Allen is a one-of-a-kind person and unequivocally successful in his approach to business growth. Although I would far prefer to have Kevin around the office at all times, The Hidden Agenda is a perfect substitute and a great way to have access to his style, generosity, and wisdom." --Björn Larsson, CMO, SVP, Swedbank
About the Author
Kevin Allen is a masterful pitchman and perhaps best known for leading the team that created Mastercards iconic "Priceless" campaign. For 20 years, he served on the front lines of business development with advertising giants McCann-WorldGroup and the Interpublic Group, and at Lowe Worldwide, where as Vice Chairman he helped the company gain Ad Age's recognition as "Turnaround Agency of the Year" in 2009. Growing big global brands, including Citigroup, Nokia, Nestle, Deutsche Bank, Johnson & Johnson, and Unilever has been the focus of his career. Now at the helm of KevinAllenPartners, a company dedicated to growth services, training, and mentorship, his client list includes Omnicom, Swedbank, M&C Saatchi, Burberry, and Smythson. A frequent speaker at advertising and marketing conferences, Kevin is also a visiting lecturer at the European Business School of Regents College London and Columbia University Graduate School of Business. A graduate of Dowling College, he holds a Certificate in Economics from Queen Mary College, University of London, and an MBA from Adelphi University.
Most helpful customer reviews
0 of 1 people found the following review helpful.
By Ryan
For his sheer ingenuity and intellectual brilliance, Kevin Allen has made a name for himself as THE pitch man in the upper echelon of the advertising world. This book helps explain how it all came to be and what others can do to help improve how they do business. Whether you work in for-profit, non-profit, are defending your dissertation, or trying to convince someone to take action, this book provides you with the tools and framework needed to understand how to succeed.
0 of 1 people found the following review helpful.
By Anthony D
Impressed after listening to Kevin Allen speak, I ordered a copy of The Hidden Agenda and wasn't disappointed. It lays down a structure to shake up your pitches and gives you an insight into how better to achieve your aims. An enjoyable read especially with all those personal real life stories! Highly recommended.
0 of 1 people found the following review helpful.
By Piotr
A fascinating insight into the world of a real life Mad Man, great stories filled with real practcial advice. I highly recommend this book for everyone, it's not just for the business reader. Very enjoyable!
http://astore.amazon.com/amazon-book-books-20/detail/1937134040
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