Digital Leader Show: The Rules of Persuasion

This week we talk with researcher and author Carlos Alvarenga on persuasion and influence based on the principles presented in his forthcoming book, "The Rules of Persuasion", which will be published by Post Hill Press in August.

The conversation will:

-Define exactly what persuasion is (and is not)

-Explore the three modes of persuasion: character, argument, and emotion & the rules that govern how the three modes work

-Illustrate why persuasion efforts often fail

+PLUS+ we will discuss other headlines for digital leaders from the world of enterprise technology.

SHOW NOTES BELOW

About the Show:

Each week, we explore some of the key issues defining our ongoing transformation into digital enterprises and societies. Join us for a unique, unfiltered discussion of business and social leadership at the intersection of technology and the humanities, helping you to become a Digital Leader.

About the Speakers:

Carlos Alvarenga is a researcher, author & coach, and is an educator with Georgetown University and Senior Research Fellow & Adjunct Professor at the Robert H. Smith School of Business at the University of Maryland. He was previously the Executive Director of World 50 Labs, the member-innovation team at World 50, Inc., a Principal in Ernst & Young’s Advisory Practice and a Managing Director at Accenture.

Daniel Goodstein runs multiple technology associations with over 130,000 member executives worldwide and is a go-to resource for enterprises across the globe looking for assistance with digital transformation, AI, automation and outsourcing. He is also a seasoned go-to-market expert helping drive sales, marketing and media strategies for several Fortune 500 tech firms and startups alike.

A podcast episode discussing the rules of persuasion with author Carlos Alvarenga is live on YouTube, LinkedIn, and Twitter. Alvarenga is a researcher, author, and educator at the University of Maryland and Georgetown. The episode is part of the Digital Leaders show, which discusses news at the intersection of business, technology, and the humanities.

[00:00](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=0) This week's episode of the Digital Leaders Show discusses the rules of persuasion with Carlos Alvarenga.

[10:07](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=607) Amazon's healthcare demo impressed with app-based prescription and integration

[15:55](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=955) Understand the rules of persuasion as a systematic art with a purpose

[22:00](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=1320) Persuasion is a technical craft that can be taught.

[27:46](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=1666) Understanding the rules of persuasion can improve communication skills.

[33:46](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=2026) Nike's tagline works due to three elements: counter argument, character statement, and emotion.

[39:39](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=2379) Expertise is not just about knowledge, but also about character.

[45:13](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=2713) Political persuasion relies heavily on character and emotion rather than arguments and facts.

[01:00](https://www.youtube.com/watch?v=bhBQnWsI2eA&t=60) Sign up soon for weekly sessions in June

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