What Would An Amoral Yoda Say To Win

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What Would An Amoral Yoda Say To Win

I am taking advantage of an enforced medical break by catching up on my reading.

I am enjoying reading (re) Dr. Frank  Luntz’s books. He’s best known as a US Republican political consultant who helps candidates reframe the political debate.  Lately, he has spread his wings further and is also working helping business.

He is worth reading not just because he’s very effective at what he does, but he is also entertaining. Some see him as an amoral yoda, but it is best to learn from one of the most influential wordsmiths of our time.

In his latest book, Win, Luntz looks at the what makes great communicators.

He enjoyed writing the book. He went and talked, and in some cases, doors stepped, a group of men and women from business, politics, and sports, including Mayor Michael Bloomberg, Richard DeVos(Amway), Sheryl Sandberg,  and Arnold Schwarzenger.

What Would An Amoral Yoda Say To Win

I am taking advantage of an enforced medical break by catching up on my reading.

I am enjoying reading (re) Dr. Frank  Luntz’s books. He’s best known as a US Republican political consultant who helps candidates reframe the political debate.  Lately, he has spread his wings further and is also working helping business.

He is worth reading not just because he’s very effective at what he does, but he is also entertaining. Some see him as an amoral yoda, but it is best to learn from one of the most influential wordsmiths of our time.

In his latest book, Win, Luntz looks at the what makes great communicators.

He enjoyed writing the book. He went and talked, and in some cases, doors stepped, a group of men and women from business, politics, and sports, including Mayor Michael Bloomberg, Richard DeVos(Amway), Sheryl Sandberg,  and Arnold Schwarzenger.

The 9 P’s Of Winning

Lunt identifies 9 things the very top people have and then develops each idea in a separate chapter.  He draws down from the people he has worked with, such as Roger Ailes, who created Fox News, and those he interviewed.

Those 9 P’s are:

  1. People-Centredness
  2. Paradigm Breaking
  3. Prioritisation
  4. Perfection
  5. Partnership
  6. Passion
  7. Persuasion
  8. Persistence
  9. Principled Action

Throughout his 300 page book he provides clear and direct suggestions. He has worked with some of the world’s leading politicians and company leaders, so his observations are interesting. He says on leadership ‘simple formula for leadership: listen, learn, help, lead”.

On his meeting with Rupert Murdoch, he notes their curiosity, how they read all the time, and how they consume outside their comfort zone.

He also provides examples of the language that people who have these qualities use. He gives it with the intention not that people will copy the language but not the qualities. For each of his chapters he provides clear summaries, which I provide below.

People centred Lexicon

  1. I’m listening
  2. I hear you
  3. I get it
  4. I respect you
  5. My commitment
  6. You’re in control
  7. You decide

Key Phrases of Paradigm Breaking

  1. You deserve/you have the right to
  2. Life-changing impact (instead of “transformation”)
  3. Breakthrough
  4. A forensic approach
  5. Re-engineered
  6. American ingenuity
  7. Consumer-driven technology
  8. Patent Protected
  9. The new normal
  10. Wow

    Phrases That Prioritise

  1. First principles
  2. First things first
  3. Prevention/protection
  4. Getting our house in order
  5. If you remember one thing
  6. A straightforward approach
  7. Optimise (efficient and effective)
  8. Scalable
  9. The bottom line

Proving Perfection

  1. No excuses
  2. Extraordinary/exceptional
  3. Continuous improvement
  4. No surprises
  5. Hassle-free
  6. No worried
  7. Unparalleled flexibility
  8. Real-time
  9. Lasting solutions
  10. Total satisfaction

The Language of Partnership

  1. Fully aligned
  2. Inclusion (rather than diversity)
  3. United
  4. A fresh approach (rather than reorganisation)
  5. Indpendent thinking
  6. Independent certification
  7. Peace of mind
  8. Measurable results (rather than productivity or metrics)
  9. Employee-focused
  10. Personal responsibility

The Lexicon of Passion

  1. Imagine
  2. Let me fight for you
  3. Believe in better
  4. Celebrate
  5. Freedom
  6. Life is an adventure …. Will you join me?
  7. Nothing is more important than _

Passion in Presentation

  1. Explain why
  2. The physical delivery is just as import as the verbal message
  3. Voice volume is essential
  4. Speech must have a cadence
  5. Tell a story

Persuasion Words that Work

  1. Stability
  2. Predicability
  3. Insight
  4. Specialist (rather than expert)
  5. Performance-Driven (rather than profit)
  6. Common sense
  7. Reliable/reliability
  8. Convenience
  9. Consequences

The Language of Persistence

  1. Relentless
  2. Determined
  3. Single-minded focus
  4. A hands on approach
  5. Let’s get it done
  6. Let’s go to work

Language for Demonstrating Principles

  1. Accountability
  2. Strict standards
  3. Corporate culture
  4. Moral compass
  5. Social responsibility
  6. Objective and unbiased
  7. Uncompromising integrity
  8. The simple truth
  9. Chief ethics/ethical officer
  10. Say what you mean and mean what you say

My summary is superficial. I’d recommend you read Yoda’s words yourself.