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The Hidden Agenda: A Proven Way to Win Business and Create a Following
Each of us pitches ideas every day. Sometimes we sell our ideas to a small room full of skeptical colleagues. Sometimes we pitch to a boss, or a board of directors, a new organization, or for the contract of our dreams. Regardless, 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 needs, spoken and unspoken, of the decision maker. Decisions are made by people, and people have needs and agendas. 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. Through his years of successfully pitching ideas, veteran ad man Allen has seen a pattern 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.
256 pages, Hardcover
First published September 1, 2013
17 people are currently reading
173 people want to read
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Displaying 1 - 7 of 7 reviews
February 10, 2014
Short and sweet review for an inspiring and thorough read. Kevin Allen is the pitchman for the MasterCard slogan "Priceless" and pens this book not just for those in the realm of business, but also for a general audience in order to help them sell a target audience on the idea, product, or service provided.
"The Hidden Agenda" refers to hooking someone by their desires and motivations, which are generally "hidden" from the person making the pitch. Allen suggests that if you can hook someone by identifying the who, what, and how to draw them in to the pitch you're making, you can successfully bring them into what you're pitching to them. I thought it was a book that was very well organized and easy to understand.
I like the fact that he thoroughly defines the "hidden agenda" from the get go, using his own experiences at MasterCard as well as how he was introduced to the concept of a "hidden agenda" through a business colleague.
I've previously learned about assessing "wants, needs, and values" through some of my sport marketing classes, so much of this stuff was a cakewalk for review in my own perspective, but I think Allen does a great job with breaking things down so that anyone can understand the principles and how to use them to meet not only their client's/audience's needs, but also their own when it comes to making a successful pitch. It's one I would recommend, as it is a thorough, informative, and insightful guide.
Overall score: 4/5 stars.
Note: I received this as an ARC from NetGalley, from the publisher.
"The Hidden Agenda" refers to hooking someone by their desires and motivations, which are generally "hidden" from the person making the pitch. Allen suggests that if you can hook someone by identifying the who, what, and how to draw them in to the pitch you're making, you can successfully bring them into what you're pitching to them. I thought it was a book that was very well organized and easy to understand.
I like the fact that he thoroughly defines the "hidden agenda" from the get go, using his own experiences at MasterCard as well as how he was introduced to the concept of a "hidden agenda" through a business colleague.
I've previously learned about assessing "wants, needs, and values" through some of my sport marketing classes, so much of this stuff was a cakewalk for review in my own perspective, but I think Allen does a great job with breaking things down so that anyone can understand the principles and how to use them to meet not only their client's/audience's needs, but also their own when it comes to making a successful pitch. It's one I would recommend, as it is a thorough, informative, and insightful guide.
Overall score: 4/5 stars.
Note: I received this as an ARC from NetGalley, from the publisher.
January 21, 2019
Mining your way
All people in marketing and advertising should read it but mostly CEOs to be able to connect better with his/her team and with outside collaborators.
All people in marketing and advertising should read it but mostly CEOs to be able to connect better with his/her team and with outside collaborators.
January 22, 2025
This book does not seem to be super concrete. Summed up, the book just seems to say "find what people really want"
August 9, 2014
Whether you are pitching a new product, presenting to an audience or talking to your customer, you always need to connect to them, and understand their drives and emotions - what the author calls "their hidden agenda".
Good information and examples in the book...
Good information and examples in the book...
January 15, 2014
About "marketing" specifically, but you can apply lessons here to most aspects of life. Win the pitch.
December 10, 2014
Every person who is involved in strategic planning or complicated selling should read this book. Great story telling and insight.
December 20, 2020
A good book to read for people associated with sales and business.
Displaying 1 - 7 of 7 reviews