I recently read a great book (for the second time) by Alan Kelly called the Elements of Influence. This is a book that all marketing and communication professionals should read to gain new insights on an important strategy system that is sure to strengthen the effectiveness of any marketing, communication, and influence effort.
To quote from the introduction of Alan’s book:
“Economists have game theory. Biologists have the phylogenetic tree. Chemists have the periodic table of elements. Software developers have object oriented programming. But for those whose work centers on strategy, positioning, or some form of marketplace spin there is nothing.
There is nothing for those whose jobs involve the pursuit of influence and, accordingly, the management of opinions, perceptions, behaviors, and decisions. There is no table of elements, per se, for this emerging class of free-form yet indispensable professionals I call playmakers. There are myriad principles, best practices, laws, rules, and admonitions in what amounts to vast collections of terms of art. But there is no science and no transforming framework to give these pursuits measure and meaning.”
Alan’s book is the first of its kind to identify a system to manage communication strategy for great competitive advantage.
In the book he illustrates, classifies and defines the unique set of moves that are made by ‘playmakers’ everywhere and offers a framework to decode, respond, and proactively make plays for great competitive advantage.
I have had the great pleasure of working with Alan over the past year and have come to admire his work and have benefited from his experience and sage advice.
You can learn more about Alan’s work and services at his website www.plays2run.com
Comments