Summary of "Generating buy-in"
Mark Walton, a former senior correspondent and anchorman at CNN, explains how leaders can generate “buy-in”, and by “buy-in” he means developing an understanding, commitment and action from your people to support you, your idea, and your organization. It is the personal and emotional feeling that may generate motivation and help the collaborative work succeed.
Mark Walton, a former senior correspondent and anchorman at CNN, explains how leaders can generate “buy-in”, and by “buy-in” he means developing an understanding, commitment and action from your people to support you, your idea, and your organization. It is the personal and emotional feeling that may generate motivation and help the collaborative work succeed.
In order to renew commitment, generate enthusiasm, or just get the job done, Walton provides step-by-step procedures. He explains that we think in stories filled with images of life and that the most effective way to address the mind is to communicate with it throughout a story, a story that projects a positive future and follows a specific development process:
o Goal Setting: Determine your buy-in objective.
o First Step: Establish your strategic story line, the vision or the “big picture”.
o Second Step: Develop your story line in a way that targets your audience's agenda.
o Third Step: Call your audience to action and ask for a commitment.
There is different ways to promote buy-in: spoken, written, printed or any other media or formats. Walton gives examples of great advertising, packaging and promotional materials for successful storytelling.
The key to maximizing the impact of a strategic story is to repeat it very often and for a long time, but Walton explains that perpetual adjustment need to be done, because of the changing nature of people.