Jack Nasher - Convinced!: How to Prove Your Competence & Win People Over

Praise for Convinced!

To gain assent from others, its not enough to possess competence on the topic at hand. Its also necessary to project that competence successfully. With Convinced!, at last theres a book that shows us how. We needed this book.

Robert Cialdini, author of Influence and Pre-Suasion

In an age of information overload and default to algorithms, the ability to assess and convey true expertise is a critical managerial competency. Convinced! will help show you the way.

Dominic Barton, Global Managing Partner Emeritus, McKinsey & Company

To land a job, enlist investors, close a deal, or lead an initiative, being the best person to play that role isnt enough. What matters most is persuading other people that youre the one they can count on to deliver what they need. Jack Nashers compelling new book lays out eight practical principles for positively shaping how others judge your competence. Im convinced of the power of his advice. And youll be convinced, as well.

Michael Wheeler, Harvard Business School professor and author of The Art of Negotiation

Every second of every day, judgements and assessments of competence are being made. Whatever your role or expertise, Convinced! provides fascinating and practical insights into steps anyone can take to engender and promote that all-important sense of confidence and trust. Compelling, highly entertaining, and thoroughly convincing!

Matthew Layton, Global Managing Partner, Clifford Chance LLP

You may have your foundation degree and experience. You may even have your MBA. But now you need to go to finishing school and read Convinced! An excellent insight into the importance of not just being competent but being perceived to be competent. A compelling read.

Andy Palmer, President and CEO, Aston Martin Lagonda Ltd.

Perceptions matter. Convinced! identifies the behaviors, networks, and narrative strategies that you can use to shape perceptions and create a competitive edge.

Rupert Younger, Director, Oxford University Centre for Corporate Reputation

We live and work in a world that often works to very fine margins. This book helps us understand how others judge our competence to help us influence and improve that perception while remaining true and authentic to who we are. It offers the opportunity to gain a marginal, but perhaps critical, advantage.

Bill Thomas, Global Chairman, KPMG International

As a river runs to the sea, power flows to those who can persuade. Jack Nasher gives you the tools you need to win others over and keep them moving in the right direction.

G. Richard Shell, Wharton professor and coauthor of The Art of Woo

Be it in business or diplomacy, convincing people of ones expertise is key to successful negotiations. Radiating that competence also helps leaders gain the legitimacy to lead. Dr. Nashers book offers scientifically grounded, real-life techniques that should be required reading for public and private sector managers alike.

Alexander Vinnikov, Head of the NATO Representation to Ukraine

At the heart of Professor Nashers book is a key central thesis: it is no longer enough to be extraordinarily competent. These days, it is necessary for all top managersand anyone who aspires to be oneto embrace the responsibility for their own personal PR. The author introduces techniques that allow readers to display their expertise in ways that will earn them the recognition they deserve. Convinced! is educational (but never pedantic), engaging, and entertaining. Highly recommended!

Georges Kern, CEO, Breitling SA

Convinced!

How to Prove Your Competence
& Win People Over

Jack Nasher

Convinced!

Copyright 2018 by Jack Nasher

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed Attention: Permissions Coordinator, at the address below.

Ordering information for print editions

Quantity sales. Special discounts are available on quantity purchases by corporations, associations, and others. For details, contact the Special Sales Department at the Berrett-Koehler address above.

Individual sales. Berrett-Koehler publications are available through most bookstores. They can also be ordered directly from Berrett-Koehler: Tel: (800) 929-2929; Fax: (802) 864-7626; www.bkconnection.com

Orders for college textbook/course adoption use. Please contact Berrett-Koehler: Tel: (800) 929-2929; Fax: (802) 864-7626.

Distributed to the U.S. trade and internationally by Penguin Random House Publisher Services.

Berrett-Koehler and the BK logo are registered trademarks of Berrett-Koehler Publishers, Inc.

First Edition

Paperback print edition ISBN 978-1-5230-9559-9

PDF e-book ISBN 978-1-5230-9560-5

IDPF e-book ISBN 978-1-5230-9561-2

Digital audio ISBN 978-1-5230-9563-6

2018-1

Book producer: Westchester Publishing Services

Text designer: Laurel Muller

Cover designer: Adrian Morgan

Dedicated to the dynamic duo I owe so much to:
my mother Diana & my sister Isabel.

And to my beloved American family

E very day your clients, superiors, and colleagues must decide to whom they will entrust certain tasks. We constantly and mutually judge others respective capabilities, although we usually have no idea on what to base those judgments. Despite all this, competence continues to be regarded as the decisive factor for evaluating performance and making decisions regarding hiring, promotions, the entrusting of tasks, and, of course, compensation.

The good news is that even when the services and products your competitors and you are offering resemble one another, it is still possible to differentiate yourself and convince others of your abilities. That is what this book is all about: explaining how to achieve an inexplicable advantage over others who can deliver a similar quality.

You can control a large part of what others think about you, an opportunity you should seize. The idea is to become your own PR agent, showing your skills by utilizing effective impression management tools. Not only when giving a talk, writing your resume, or interviewing for a jobalways! As groups are typically persuaded by the person who appears to be most competent, it is this