It’s Only Common Sense: Invest in Yourself—You’re Your Most Important Resource
Dan's Biz Bookshelf: 'Revenge of the Tipping Point'
Marcy's Musings: Engineering Economics
Book Review: 'Advocacy' by John Daly
April 28, 2022 | Cheryl Tulkoff, National InstrumentsEstimated reading time: 1 minute
I’ve always wondered why some great ideas succeed while others fail. Fortunately, I had the opportunity to be both a student of Dr. John Daly and to read his book on advocacy. I highly recommend checking out his YouTube videos as well. He’s an energetic and entertaining speaker.
Advocacy: Championing Ideas and Influencing Others helps you understand the whys and provides concrete techniques to elevate your ability to sell ideas. Change and change implementation require more than just a good idea; they also require advocacy—the ability to sell to the people who make decisions in organizations. The most successful people are those who have learned how to advocate their ideas to gain interest, support, and funding from decision-makers.
At some point in their career, everyone must perform the role of a “salesperson.” To sell something, people must be able to:
- Clearly communicate their ideas
- Understand how their “brands” shape opinions
- Build partnerships and alliances with subordinates, peers, and managers
- “Pre-sell” their ideas
Advocacy outlines four key steps in the persuasion process.
- Communicate the need to change (pain).
- Explain “why change now?” Establish urgency. Are times tough? Emphasize saving money or taking a bigger risk to bet on the future. Are times good? Emphasize making even more money and don’t propose radical changes to something that’s working.
- Communicate “what’s in it for them” (WIIFT). WIIFT includes appealing to how the change can improve reputation, finances, efficiency, status, relationships, productivity, safety, security, and appearance. Take advantage of the “fear of missing out” (FOMO). Regret for a missed opportunity is a powerful driver of change.
- Tell a good, credible story. Humans are natural storytellers.
Once you’ve used these steps and your persuasion is successful, follow up with:
- Tell: Explain the concept
- Show: Demonstrate it
- Do: Apply it
- Respond: Reinforce and redirect
Successfully transforming ideas into practice requires a combination of good ideas, clear needs, and effective influence. Advocacy explains how to do this in a fun, informative way. The book is available on Amazon, and he uses of the ideas from the book in his address to the McCombs Alumni Business Conference1.
References
-
“Advocacy: Influencing Others and Selling Ideas,” April 10, 2012, youtube.com.
Cheryl Tulkoff is senior director of corporate quality for National Instruments, and member of the SMTA Global Board of Directors.
This article originally appeared in the April 2022 issue of PCB007 Magazine.
Share on:
Suggested Items
Meet Polar's New Product Specialist Jess Hollenbaugh
11/21/2024 | Andy Shaughnessy, I-Connect007At PCB West, I spoke with Jess Hollenbaugh, a recent college graduate who has now joined Polar Instruments. In this interview, she shares her journey from a physics student focused on high-energy astrophysics to her new role at Polar. Her insights provide a glimpse into the dynamic opportunities awaiting those who venture into this evolving industry.
Hon Hai’s Efforts to Create a Friendlier Workplace Environment Were Recognized by the American Ragan Award
11/11/2024 | Hon Hai Technology GroupThe Ragan CSR & DIVERSITY AWARDS awards were held grandly at the Yale Club in New York a few days ago. Hon Hai Technology Group, the world’s largest technology manufacturer and service provider Participated in the selection with the "Diverse, Fair and Inclusive Disability Service Plan" and stood out from the competition, winning the award in the ESG activity category.
AEMS: Expanding Del Mar’s Vibe into Anaheim
10/21/2024 | Andy Shaughnessy, Design007 MagazineIn the final hours of the Anaheim Electronics & Manufacturing Show (AEMS), I spoke with show managers Doug Bodenstab and Connor Good. Doug, a longtime surfer, is also the founder and manager of the Del Mar Electronics & Manufacturing Show at the Del Mar Fairgrounds. I asked Doug and Connor to discuss how the Anaheim show got started and the impact it’s making on the industry.
It’s Only Common Sense: Motivate Your Team by Giving Them What They Crave
10/14/2024 | Dan Beaulieu -- Column: It's Only Common SenseThe business world is teeming with challenges, and whether you’re in manufacturing, service, or technology, one universal truth holds steady: people are the backbone of any successful operation. If you’re not tapping into what your people crave, you’re missing a massive opportunity. It’s not just about salary or benefits anymore; it’s about something deeper, something that Gregg Lederman outlines perfectly in his book, "Crave: You Can Enhance Employee Motivation in 10 Minutes by Friday."
Dan’s Biz Bookshelf: ‘From Bud to Boss: Secrets to a Successful Transition to Remarkable Leadership’
10/09/2024 | Dan Beaulieu -- Column: Dan's Biz BookshelfBecoming the boss of people you have worked with for years is rarely spoken or written about. However, it’s an important subject given that this happens a lot in companies, and this book effectively deals with this issue that affects the bosses and employees who find themselves in this situation.