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Whether we are trying to push forward a project or simply persuade a friend to come with us to the movie of our choice, it all boils down to trying to stir someone to join in on that project, to follow our plan. All of us in our personal and business lives find ourselves pitching every day - from our ideas, to our companies, products and services. But one veteran ad man says we've lost sight of the most important person in the equation - the person on the "receiving" end of that pitch. Kevin Allen's approach is not about persuading, but about creating a connection that assures a mutual win.Allen lays out his proven method for discovering the not-so-obvious desires of a client and building a connection to this deep desire that assures a real and mutual benefit.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.

• April 2013 Indie Next List
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