GENERATING BUY-IN

A former senior correspondent and anchorman at CNN, Mark S. Walton draws on his rich communications background to help leaders master the language of leadership with Generating Buy-In.

Walton describes “buy-in” as getting understanding, commitment and action from others in support of a person, idea, proposal, product, service or organization. He explains that buy-in is the essential emotional ingredi- ent needed for any collaborative effort to be successful.

Generating Buy-In shows leaders how they can get buy-in by recogniz- ing situations that call for renewed commitment from others, creating strategic stories that generate enthusiasm, and calling for action to get the job done.

Walton stresses that generating buy-in isn’t done haphazardly, and pro- vides an overall framework and step-by-step procedures for building momentum by getting people on your side.

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