Whether it’s a shareholder letter or a leaked internal memo, every piece of communication has an idea to sell. I find the ones worth studying and take them apart to reveal the core idea being sold and the mechanism used to sell it.
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How do leaders sell their biggest ideas?
How to persuade your way out of an impossible crisis.
Fired by Ford, Lee Iacocca used an ancient rhetorical device to save Chrysler.
The anatomy of a billion-dollar pivot.
They failed at gaming but succeeded by selling a much better ride.
Why great CEOs bypass logic to persuade their teams.
See what Howard Schultz said to protect his 37,000-store empire.
One simple word became Sam Walton’s most powerful persuasion tool.
See how Sam Walton used a psychological trick to hardwire customer obsession into his employees' minds.