“Win” by Frank I. Luntz is a book of common-sense tactics for entrepreneurs, business leaders, and salespeople to use to be successful. It is based on the observation that there are fundamental commonalities across different people’s successful business strategies.
The central theme of “Win” is that the most crucial element in professional success is getting others to agree with you, or as Luntz calls it, “Framing.” He teaches readers how to frame their ideas, so they become more persuasive.
1. Be Direct and Authentic
Don’t try to beat around the bush. Present your ideas as clearly as possible and avoid jargon. Don’t be afraid of critics, be open to feedback, and give credit where credit is due. People buy from those they know, like, and trust.
So many people in business, including Luntz himself, try to be someone they are not in order to get ahead.
2. Make It Personal
People buy from people they know, like, and trust. This is why an authentic pitch gets results. When you meet with clients or pitch investors, don’t sit behind a desk; instead, take people out to lunch, dinner, or even a walk. When you’re not in front of clients, be accessible to them and give them updates about the status of their projects.
If your message can’t stand on its own merits because it’s just a bunch of empty buzzwords that everyone else is saying, too, then what good is it?
3. Be Visible, But Don’t Seek Attention
Public appearances are great opportunities to build your reputation and gain exposure for your cause. However, suppose you only pursue media attention and ignore the time-honoured principle of delivering real value simply because it’s not as sexy as a TV interview. In that case, you’re doing yourself and everyone else a disservice.
People will only remember you if you make them feel something. That’s why brands like Apple, Dove, and Zappos are thriving; they’ve made people feel something.
4. Get Back to Business
It’s easy to get distracted by nonsense like awards shows, seminars, and trade shows—not to mention all the time you could be spending on social media. These things may feel productive, but they’re not. They might make for great stories later, but at the moment, your time is better spent taking care of business and getting results.
Be wary when presenting an idea to someone; if possible, tell them how it will affect their lives and what problem it’ll solve.
5. Be Clear in Your Communications
People respond to clarity. Don’t hide behind jargon or concepts that are too complex for anyone outside of your industry to understand. Instead, take the time to explain what you do, how it benefits them, and why they should care in plain, straightforward language that everyone can appreciate.
Suppose your pitch is too complicated for people to understand. In that case, chances are they won’t buy in—unless you’re selling something so innovative and revolutionary that everyone needs it no matter how difficult it is to grasp.
6. Use Metaphors and Analogies
Analogies simplify complex concepts by comparing them to things that people already understand. They help familiarize people with concepts that are new to them. Metaphors work by describing one concept in terms of another; they’re not always as easy to spot as you might think, so be on the lookout for them.
When you discuss your idea with clients, don’t just tell them what it is—explain how it works and why it matters to them. This will help clients visualize themselves using your product or service.
7. Have a Clear Objective
Whether you’re pitching, presenting, or negotiating, always know what you want and go in with a plan of action that will help you achieve it. Don’t let your conversation meander; instead, stay focused on the objective at all times, even if it means politely cutting off clients who are talking too much.
If you’re not sure where your pitch is headed or what you’re trying to accomplish with the meeting, then chances are you won’t get results. So always know what you want and come prepared to take action.
8. The Laws of Perception Apply in Business As Well as Politics
If you’ve got a poor product, service, or brand reputation, then don’t expect customers to think highly of you even if your intentions are good. They may not want to work with you and certainly won’t pay top dollar for what you’re selling. You must make an effort to change this perception before they’ll buy in.
People only listen to you if they like and respect you. This is especially important if your product or service is expensive—people value what they pay for, so make sure there’s a good reason why it costs this much. Otherwise, they’ll assume that you’re trying to scam them into buying something that isn’t of top quality.
9. Be Ready to Win
Even if you come up with the perfect strategy and master all of these principles, there’s still no guarantee that you’ll get what you want. For example, a negotiation could go south at the last minute because one of your clients got cold feet or a key piece of evidence fell through the cracks—this happens in business just as it does in politics. So prepare for success but always have a Plan B ready to go just in case things don’t work out the way you’d hoped they would.
It’s important to be confident and maintain control of negative situations, even if it means pulling off a last-minute save. Sometimes all it takes is thinking on your feet and being willing to work hard for what you want.
Conclusion: “Win” by Frank I. Luntz
Make sure to keep these principles in mind when you approach your next pitch, presentation, or business meeting. They’ll help you get results and prove that you’re the kind of leader you can trust with big projects—the sort of person who can take any idea from ordinary to extraordinary.