When individuals think or do something they would not ordinarily think or do, they have been influenced. Although, the heart of any traditional Marketing and Public Relations (PR) effort is to influence an intended stakeholder, it has always been an imprecise method with nonlinear results. Now, with the advent of innovative and evolving technologies, organizations can center influence at the core of their corporate strategies using an elegant Six Influence Flows framework. As Philip Sheldrake explains in his book The Business of Influence, this framework involves identifying an organization’s stakeholders’ influence with each other with respect to both the organization and its competitors. Applying the Six Influence Flows via the Influence Scorecard, an extension of Kaplan Norton’s business performance management system’s Balanced Scorecard, maps influence objectives throughout an organization’s corporate strategy.
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Related book summaries in the BBS library: Elements of Influence, Increase Your Influence at Work, The Secret Language of Influence
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