Winning Minds

Secrets From the Language of Leadership

By: Simon Lancaster

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Paperback | 30 July 2015

At a Glance

Paperback
240 Pages

Dimensions(cm)
14 x 21.5 x 1.5

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Shhh Did you know that there is a secret Language of Leadership: a timeless set of verbal, vocal and physical cues that still determines who rises to the top of politics and business today?

For thousands of years, rhetoricians have tried to crack this code. It is only now, with new advances in neuroscience, that we can say for sure what works.

Winning Minds is the definitive guide to the Language of Leadership. Top speechwriter, Simon Lancaster, shows how great leaders gain power by winning over people's instinctive, emotional and logical minds.

With dozens of subtle but powerful practical techniques, the author shows how you can lead with language.

People are more likely to buy a product if it has three benefits, rather than four - so 'cheaper, better, faster' is better than 'cheaper, better, faster, greener';
People are more likely to invest in a share if the metaphor of personification is used - so 'shares leapt' is better than 'shares bounced';
People are more like to believe something is true if it rhymes - so 'we've got to seal the deal' is better than 'we've got to sign the contract'.

Winning Minds will change the way you think about communication forever.

Industry Reviews

'Simon Lancaster is a polymath excellent civil servant, brilliant speech writer, talented musician, and fantastic author. If you want to understand why this description breeches the rhetorical device of tricolon, read this wonderful book.'

-Rt Hon Alan Johnson MP, former Home Secretary

"From substance to style, Winning Minds is an excellent insight into the language of leadership written in the clear yet humorous way that is Simon's hallmark."

-Richard Solomons, CEO, Intercontinental Hotels Group plc

'Simon's book unlocks the secret of how to be a world class communicator and leader in a book that is as entertaining as it is packed with know-how.'

-Darren Childs, Chief Executive Officer, UKTV

'If you need people to care as much as you care, to be moved as much as you are moved and to give as much as you give, read this simple, clear, and effective book.'

-Adrienne Kelbie, Chief Executive, Disclosure and Barring Service

'Winning Minds lays bare with shocking clarity the simple techniques that great communicators use to manipulate our emotions. Give them a go and unleash your hidden leader!'

-Peter Wanless, CEO, National Society for the Prevention of Cruelty to Children

'This brilliant business book is filled with powerful stuff that will change the way you 'think' about language and the way you 'do' leadership. Simon's superb style is somewhere between serious boardroom discussion and a cosy fireside chat. Massively entertaining. Hugely useful. Thoroughly recommended.'

-Mark Swain, Director, Henley Business School

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