Goodreads helps you keep track of books you want to read.
Start by marking “The Art of Woo: Using Strategic Persuasion to Sell Your Ideas” as Want to Read:
The Art of Woo: Using Strategic Persuasion to Sell Your Ideas
Enlarge cover
Rate this book
Clear rating
Open Preview

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

3.65  ·  Rating Details ·  386 Ratings  ·  46 Reviews
G. Richard Shell and Mario Moussa know what it takes to drive new ideas through complex organizations. They have advised thousands of executives from companies such as Google, Microsoft, and General Electric to organizations like the World Bank and even the FBI's hostage rescue training program. In The Art of Woo, they present their systematic, four- step process for winni ...more
Paperback, 320 pages
Published December 30th 2008 by Penguin Books (first published 2007)
More Details... edit details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about The Art of Woo, please sign up.

Be the first to ask a question about The Art of Woo

This book is not yet featured on Listopia. Add this book to your favorite list »

Community Reviews

(showing 1-30)
filter  |  sort: default (?)  |  Rating Details
Gaetan Giannini
Feb 26, 2010 Gaetan Giannini rated it really liked it  ·  review of another edition
Applied Woo
In their book, Art of Woo (Penguin 2007), authors Richard Shell and Mario Moussa present “the selling of ideas” from a sales/negotiation perspective. Despite their rather broad framing of the subject, their discourse is highly instructive for Marketing Public Relations professionals. One of several points that are worth noting is their discussion of barriers to woo. Shell and Moussa consider relationships, credibility, communications mismatches, belief systems, and interest and needs
Camille Fabre
I had the chance to attend a training by Richard Shell on The art of woo. For those who wonder what is the woo:
woo definition: winning others over. Or if you prefer, the art to persuade people. As the authors write it, "simple to say, hard to do".

They decompose the persuasion process into four steps:
- Survey the situation
- Confront the five barriers - consider all the barriers people have to overcome to be convinced; some of these barriers relate to your personality and credibility; others are
Steele Dimmock
This book opens strong. I was blown away by the persuasion channels that you can use to get someone to do something; Authority, Rationality, Vision, Relationships, Interests and Politics. To me this was really ground breaking stuff and probably my most valuable take-away.

But everything started to go down hill around the time they ask you to fill out the questionaire to find out what type of persuader you are; Commander, Chess Player, Promoter, Advocate and Driver. To me, this was a fruitless exe
Mar 17, 2012 V rated it really liked it  ·  review of another edition
Woo: "It is a relationship-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects."

Who Woo Works:
Step 1 - Survey your situation
Step 2 - Confront the five barriers (negative relationships, poor credibility, communication mismatches, contrary belief systems, conflicting interests)
Step 3 - Make your pitch
Step 4 - Secure your commitments.

"Everyone's Favorite Topic: Their Own Needs"

Jul 20, 2013 Sergei_kalinin rated it really liked it  ·  review of another edition
Довольно любопытное руководство по "продаже идей". Этапы и приёмы переговоров в мягком стиле, основанных на выстраивании хороших отношений со всеми заинтересованными лицами.

Более подробная рецензия и интеллект-карта по книге - в моём блоге:
Aug 22, 2008 Robert rated it it was amazing  ·  review of another edition

In their book, Shell and Moussa develop in a modern context many of Aristotle’s ideas about principled as well as effective persuasion. The objective of Woo is to win others over to mutual advantage. That is, Woo “is relationship-based persuasion, a strategic process for getting people’s attention, pitching your ideas, and obtaining approval for your plans and projects. It is, in short, one of the most important skills in the repertoire of any entrepreneur, employee, or professional manager whos
Nov 10, 2010 Sam rated it it was amazing  ·  review of another edition
First understand myself of my style and tendency on the channels that I use most.

Then, check through the four steps, see if I have handle the barriers well and work
out the whole program carefully and innovative enough.

Persuasion is tough job. Character plays a critical role in this game.

This book is intersting, it apply story telling skills, inteact to therories and psychology and careful selected examples to "persuade" readers that this Art of Woo workbook is excellent and the framework it
Mar 09, 2009 E rated it it was amazing  ·  review of another edition
A smart guide to the art and science of persuasion

Salespeople market products and services. Successful people within organizations market ideas. Can you market yours? In this smart, well-sourced book, G. Richard Shell and Mario Moussa show you how to sell your concepts to your colleagues and clients. They detail six primary “influence channels” and five “persuasion roles.” They also outline the four components of an effective persuasion. If you want to promote your ideas, getAbstract suggests fo
Feb 25, 2008 Chris rated it it was ok  ·  review of another edition
It's been way too long since I have finished a book, and I didn't think it would be this one. But a friend of mine gave it to me, and I thought it might help with my persuasive abilities...or at least to understand them. I'm not usually one for self-help-style books, and less so for business books. Now I know why.

In fairness, the book did give name to certain methods of persuasion that we all see but fail to recognize. And it did help me discover how to get people to sign onto longer-term projec
Stephen Simpson
Feb 04, 2014 Stephen Simpson rated it really liked it  ·  review of another edition
A solid review of negotiation techniques and approaches, particularly for the planning phase leading up to negotiations. Unlike many books on negotiation that try to identify the "one best way" and force readers to adopt only that one approach, this book urges readers to identify their own favored style/approach and learn to maximize the effectiveness of that approach (as well as identify and work around the drawbacks it may have). The step-by-step approach outlined in the book is a little too s ...more
Mar 05, 2008 Sue marked it as to-read  ·  review of another edition
Recommended from New Renaissance book store. The authors of this book come from the Wharton School to teach us how persuasion doesn't have to be manipulative or about defeating someone. It's about seeing it from all angles, analyzing and adapting your communication style, doing your homework, attaining credibility, growing relationships, and getting specific about what you are asking for. Enthusiasm only gets your so far--learn how to be a strategic and effective in creating change.
You may need Sun Tzu's The Art of War to defeat your enemies. But if you would prefer to win them over, read The Art of WOO.

So says the top of the back of this book.

It continues with "What's The Art of Woo? It's about winning others over – the ability to persuade people without coercion, using relationship-based, emotionally intelligent influence. It's the secret of success with colleagues, clients, and customers that opens minds and hearts...

Seems interesting so far.
May 02, 2013 Jason rated it liked it  ·  review of another edition
Shelves: read-2013
A decent, high-level look at negotiation. Examples were sometimes too lofty and/or legendary to be easy for the common folk to identify with. The book is aimed, it felt, at middle managers rather than entry-level people, but for someone who wants a sense of what to expect when trying to get ideas across in the corporate world, this is a good primer. It's a practical and amoral (but not immoral, and also very ethical) look at getting your goals accomplished in corporate America.
Apr 24, 2008 Alexandra rated it it was amazing  ·  review of another edition
this is a great book for anyone who wants to gain confidence in their ideas or how to present themselves to the powers that be...I basically read it to lear more about sales, but it translates on a business level into any aspect of live. I think that we could all use a little more confidence in our own ideas and help to make them into fruition...however big or small they might be.
John Fletcher
Didn't really hit me as a great book. Kinda wordy and not written the best. Felt like some pretty simple concepts with a lot of words around it. I might come back to it at some point, but only if I have a good amount of extra time to spend to go through the whole book quickly. I do still believe in the power of selling, because we all do this at one level or the other ALL the time.
G. Kofi
The authors clearly outline the steps and concepts around selling ideas and getting buy-in from decision makers. The writing style got a bit academic and overwhelming at times, but this is definitely great reference material
Tony Bradshaw
There was something in the way this book was laid out that made it a bore. The material is awesome. But there is something maybe in the type set or the lack of visual stimulation that made it a drudgery to get through. Shouldn't have been. Really great content. Poorly packaged; on the inside.
Starson A
Dec 06, 2016 Starson A rated it really liked it  ·  review of another edition
It is a modern version of how to win friend and influence people
Apr 28, 2010 Steep rated it it was amazing  ·  review of another edition
I loved this book. If you're into psych you'd probably know most of what's in there but it's still great.
Christopher Wyant
Must read sales book.
Jan 10, 2009 Maria rated it it was amazing  ·  review of another edition
This book is very cool!
Dec 06, 2014 Nancy rated it really liked it  ·  review of another edition
Not compellingly written, but covers meaningful concepts of persuasion with clarity and illustrative mini-stories.
Recommended in my Negotiation module at my MPH problem. One of the better work books I've read as it's fairly well written.
May 06, 2013 Mat rated it liked it  ·  review of another edition
I wanted to like this book, but it was just a slow read. I am not even sure if I ever finished it, so clearly this one didn't leave a mark on me.
Mar 12, 2008 Joel rated it liked it  ·  review of another edition
Interesting book about understanding how to sell your ideas. A good mix of theory and narrative about the successful and not-so successful. How they succeeded or why they failed.
Jan 23, 2011 Dave rated it really liked it  ·  review of another edition
Well written with great examples of persuasive communication and theory. Good tests to figure out what style of persuasive best fits your personality, too.
Mitch Olson
May 22, 2016 Mitch Olson rated it really liked it  ·  review of another edition
If you are trying to get people to buy into something you are advocating then this book is a good read. Especially valuable if you are selling a big dream.
David Lau
A timeless concept. Solid, but not ground breaking work. I'd opt for Dale Carnegie if I could only choose one sales/relationships book.
Dec 02, 2008 Jlhuyser rated it did not like it  ·  review of another edition
Can't get past the narrator -- too low a voice and he uses it with an affect that just doesn't work for me
Nov 21, 2008 Catrina marked it as to-read  ·  review of another edition
I have it - havent gotten to it yet!
« previous 1 3 4 5 6 7 8 9 next »
There are no discussion topics on this book yet. Be the first to start one »
  • It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business is Driven by Purpose
  • Resonant Leadership: Renewing Yourself and Connecting with Others Through Mindfulness, Hope and Compassion
  • The Daily Drucker: 366 Days of Insight and Motivation for Getting the Right Things Done
  • Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience
  • Creating Customer Evangelists
  • The Trust Edge: How Top Leaders Gain Faster Results, Deeper Relationships, and a Stronger Bottom Line
  • Covert Persuasion: Psychological Tactics and Tricks to Win the Game
  • Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison
  • Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
  • Differentiate or Die: Survival in Our Era of Killer Competition
  • You, Inc.: The Art of Selling Yourself
  • Total Engagement: How Games and Virtual Worlds Are Changing the Way People Work and Businesses Compete
  • The Power of Ambition
  • Words That Work: It's Not What You Say, It's What People Hear
  • Changing Minds: The Art And Science of Changing Our Own And Other People's Minds
  • Self-Promotion for Introverts: The Quiet Guide to Getting Ahead
  • Buy-In: Saving Your Good Idea from Getting Shot Down
  • The Leadership Pipeline: How to Build the Leadership-Powered Company
G. Richard Shell is the Thomas Gerrity Professor of Legal Studies, Business Ethics, and Management at the Wharton School of Business. His latest book, Springboard: Launching Your Personal Search for Success (Penguin/Portfolio 2013), was named Business Book of Year for 2013 by the largest business bookseller in the United Sates, 800CEOREAD. He is the Director of Wharton’s Executive Negotiation Work ...more
More about G. Richard Shell...

Share This Book