The Hidden Agenda: A Proven Way to Win Business and Create a Following

by Kevin Allen

Overview

Each of us pitches ideas every day. Regardless of what idea we’re selling—or who we’re selling it to—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 role of the decision maker. Decisions are, after all, made by people; and people have needs and agendas, spoken and unspoken. 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. By unearthing the true motivation or desire of the decision maker, Allen shows how to craft a story or message around it, creating a predictable and repeatable end result. Full of stories and examples, this entertaining book teaches you how to effectively find, connect, and finally speak to the Hidden Agenda to win business unfailingly, every time.
“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
An enhanced eBook version with video and audio, optimized for color tablets, is also available.

Product Details

ISBN-13:	9781937134051
Publisher:	Bibliomotion, Inc.
Publication date:	04/17/2012
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	880 KB

About the Author

Kevin Allen is founder & chairman of Planet Jockey, which specializes in gamified leadership training, and re:kap, a business transformation company which counts Google, Burberry, Smythson, Swedbank and Verizon among its global clients. He is recognized as one of the world’s most accomplished growth professionals.

He is the best-selling author of The Hidden Agenda: A Proven Way to Business and Create a Following (Bibliomotion, 2012), and also The Case of the Missing Cutlery: A Leadership Course for the Rising Star (Bibliomotion, 2014), which has been featured on BBC Radio’s Four Thought leadership series.

With decades at the top of advertising giants McCann-WorldGroup, the Interpublic Group and Lowe and Partners Worldwide, Kevin worked with such brands as MasterCard—developing the globally famous "Priceless" campaign—Microsoft, Marriott, Smith Barney, Nestle, L'Oreal, Lufthansa and Johnson & Johnson, and was an early part of Rudy Giuliani's team that prepared the way for the successful Mayoral election and turnaround strategies for the City of New York.

An academy instructor at the Cannes Lions International Festival of Creativity and Eurobest Festival, and a visiting lecturer at the Columbia University Graduate School of Business and the European Business School at Regents College London, Kevin is a featured speaker at companies like Google, Microsoft and has appeared on BBC.

Lawrence Flanagan: Lawrence Flanagan is the Executive Dean of College of Business at the University of New Haven. He is regarded as one of the most accomplished global marketing leaders in the country.

Table of Contents

Foreword xiii

Acknowledgments xix

Introduction: The Heart of the Matter 1

Part I Who? Finding the Hidden Agenda

1 Defining the Hidden Agenda 19

2 The Conceptual Target 40

3 Uncovering the Hidden Agenda 58

Part II What? Connecting to the Hidden Agenda

4 Your Core 81

5 The Credo 105

6 Real Ambition 125

Part III How? Speaking to the Hidden Agenda

7 Your Win Strategy 149

8 The Advocate's Approach 165

9 The Power of Storytelling 181

Conclusion 205

Epilogue 209

Further Reading 211

Index 215

Editorial Reviews

Allen, an advertising vet with a track record that includes MasterCard's "Priceless" campaign, offers concrete and easy-to-implement advice to satisfy the "hidden agenda" inherent in every interaction. Allen uses this term to describe the unspoken emotional motivator behind every decision. Since people make active decisions based on what resonates with this motivator, it's critical that businesspeople at all levels understand and address the factors which stand between themselves and success. To that end, Allen shows how to understand your audience and provides practical strategies for uncovering the needs, wants, and values that drive them. He shows how to find assets you can leverage that help connect using your "core" (the special abilities at the core of your being) and your "credo" (the belief system you and your audience share). He also explores the importance of developing a win strategy once a connection is made and how to utilize the power of storytelling. Using examples from his professional life, Allen demonstrates how he put these principles into action, providing useful context for readers. He also helpfully distills the most important takeaways in a "Remember This" box at the end of each chapter. A modern day Don Draper, Allen shows that he knows how to sell because he knows what his audience will buy. (Apr.)

Publishers Weekly