The Art of Woo:Using Strategic Persuasion to Sell Your Ideas

How can you win people over to your ideas? The answer is to use woo, or relationship-based, emotionally intelligent persuasion. Woo is the secret of success with colleagues, clients, and customers.

G. Richard Shell and Mario Moussa know what it takes to deal with difficult bosses and drive new initiatives through complex organizations. They have advised thousands of executives and have studied the greatest persuaders in history, from Abraham Lincoln and Andrew Carnegie to Andy Grove and Sam Walton.

Shell is director of the Wharton School’s Executive Negotiation Workshop and professor of legal studies, business ethics, and management. Moussa teaches at the Wharton School and is a principal of CFAR Inc., a management consulting firm.

Their four-step process, called Woo, is a systematic, repeatable strategy for putting your idea across. Our summary of The Art of Woo demonstrates how business leaders use Woo every day to achieve their goals.

Whether you are introverted or extroverted, competitive or collaborative, intellectual or practical, you’ll discover that Woo can strengthen your persuasion skills in every aspect of your life.