The Elements of Influence: Introducing the Playmaker's Standard: The New Essential System for Managing Competition, Reputation, Brand, and Buzz

by Alan Kelly

A landmark system for business leaders and marketers, campaigners and bloggers, political junkies and fans of popular culture, The Elements of Influence takes the mystery out of strategy and how it shapes and shifts niche and global marketplaces alike.

It’s about Playmaking. In business, it’s what Pepsi does to thwart Coke, and vice versa. In politics, it’s what White House strategists do to propel an agenda and win elections. In pop culture, it’s what Oprah Winfrey does to build her personal brand and seduce her audience. Playmaking is the essential skill for advancing ideas, controlling marketplace discussions, positioning products, de-positioning competitors, embracing allies, and moving your program forward.

Chemists have the periodic table of elements. Economists have game theory. Those whose work centers on strategy, positioning, and influence have had no framework. That is, until now.

The first definitive system for out-smarting an opponent, managing a brand, protecting a reputation, and orchestrating word-of-mouth, The Elements of Influence unveils this critical and sprawling discipline and introduces The Playmaker’s Standard, a new essential language of 25 irreducible plays. It breaks down into precise pieces the moves and counter-moves by which competitive advantage is won and lost, buzz is built, spin is spun, and arms are twisted, and it shows how masters of the game call, run, decode, and counteract the ploys and plans of their marketplaces. Plays are everywhere and everyone is a playmaker, and those who know this – the black belts of business, politics, and pop culture – will always have the edge over those who don’t. The Elements of Influence will help you join their ranks. BACKCOVER: Advanced praise for The Elements of Influence

"Alan Kelly is the Bill Walsh of marketing and positioning strategy and tactics. His playbook reads like an insider's field guide to the ins and outs of positioning warfare. Master it, and you can play with pros anytime."
—Geoffrey Moore, author of Crossing the Chasm and Dealing with Darwin

"Ever wonder how marketing campaigns get built? How messages are spun? How public opinion is managed? Here are the answers - in a clear, enjoyable, and eye-opening system that even the black belts of influence will find surprising!"
—Jay Conrad Levinson, author of the Guerrilla Marketing series

Genres: Communication

352 pages, Hardcover

First published October 19, 2006

Reviews

[Dustin · Rating 3 out of 5]

I respect his idea and framework for this, but I have to disrespect basically everything else he's done. Poorly written/filler galore/lame book structure. It's original, though... He tried to list, name, and analyze strategic business moves and how they are used. I've never seen anything that really does that. Like "in what kind of strategic situations is stalling a good idea?" and that's cool.

It doesn't read well or function as a textbook. A diagnostic manual would be a better format, where you can look up the situations, and then see relevant potential strategies and their strengths and weaknesses:

http://plays2run.com/table/index.php

[Sandra Soetanto · Rating 4 out of 5]

Strategy. The book talks about it and have broad examples how important/famous people/politician do these kind of strategies to achieve their goals. The strategies include: Trial Balloon, Red Herring, Bear Hug, Disco, and Peacock – quite a name for a strategy. Clear, true, but sometimes deceptive; the strategies written in the book should be read by those who’d like to explore the world of negotiating/politics/business strategic. You may not always use these strategies, but after read the book, you’ll know when someone uses it against you (and how to trick them back).

[Lori Grant · Rating 5 out of 5]

A must-read book on marketing planning for the knowledge worker, manager, executive, or entrepreneur.