El arte de la persuasión

Authentic persuasion is achieved by cultivating personal relationships and forging habits that nurture character, not using manipulation, pressuring others, or outright deceiving them. That's the approach of Jason Harris, CEO and founder of Mekanism, one of the largest and most creative advertising agencies in the United States. Rather than employing the old tactics that view social relationships from a transactional point of view and adopting a mindset focused only on short-term individual benefit, Harris relies on empathy, generosity, positivity and authenticity as tools. to convince. If you want to try to gain some notoriety or easy money trying to take advantage of a fad or selling something that you would not buy yourself, this book is not for you. It is legitimate to want to persuade others to accept our point of view or to buy our product, but only from honesty. And if we start from honesty, from our genuine conviction that we have something good and authentic to offer, it will be much easier not only to convince others with logical and reasonable arguments, but also to move them, to make them realize that we really We believe in what we say and we believe that they should take our side, that our attempt to convince them is an act of sincere generosity. Through his own experience, which ranges from participating in a coordinated campaign from the White House to eradicate rape on college campuses to the design and production of a Pepsi ad for the Super Bowl break, and stories From great creatives like Shep Gordon or Martin Puris, the founder of Mekanism explains how to cultivate the habits and character traits that will naturally make you more persuasive, and how to improve or acquire fundamental techniques to connect with others such as storytelling.