Generating Buy In
Value of Generating Buy-In
I had to read this book; Generating Buy-In for Dr. Steele in 601 and I felt that it would be of added value if I shared my feelings. Generating Buy-In is about how Mark Walton, the author of the book, explains different ways and examples of how leaders have the attention and interest of the people they are leading. This term buy-in means obtaining an understanding, commitment, and action from the people the leader is leading. Also, this book discusses how leaders can recognize certain situations that need to be generated with this buy-in term and how they can go about getting the job done strategically. The purpose of this book is to provide the reader with a language of buy-in and leadership.
I felt that this book was of great value to me and should be of value to everyone in the CICS program. Each and every one of us are striving to be leaders. In the future, I would like to lead, influence, and persuade in whatever career I pursue. This book discusses the history of powerful people and how their stories influenced the world today. “Stories not only capture, they expand, our attention, and with it, our enjoyment of time” (Walton, pg 14). The use of these strategic stories helps to capture and manage others and exert tremendous influence and power. To develop this story to tell others, you need to first set a goal and determine your buy-in objective. Then establish your story line, and after that develop a story line in three chapters that target your audiences agenda. Finally, call your audience to action. These steps are important to keep in mind when generating buy in towards the positive future, especially in crisis management situations.
Overall, I think this book would be an important tool to keep with me as I move into the workforce. The steps that Mark Walton uses would be especially beneficial to the marketing and advertisement field. “The route to real buy-in- to generating peoples understanding, commitment, and ultimately, their action- is to impact, not just their thinking, but their emotions” (Walton, pg 15). I learned from this book that the age-old secret to generating buy-in is to strategically design, target, and deliver a story that projects a positive future.