This is a deck I presented at a networking dinner in 2009 based on a book review I write of this book. See review at http://www.pm360online.com/BookReview_0909.

1. 1
The Art of Woo: A Review
by Craig A. DeLarge
September 9, 2009
…because good ideas mean
nothing unless they are supported
for execution

2. 2
About “The Art of Woo”
• Authored by G. Richard Shell and Mario Moussa, co-directors The
Strategic Persuasion Workshop at The Wharton School of Business
• Presents comprehensive strategic model for persuading people to
support your idea
• Model consists of:
– 5 Persuasion Styles
– 6 Influence Channels
– 4 Step Woo Process
– 5 Woo Barriers
• Not much new here but the “magic is in the mix” of how the old is
integrated
Source: The Art of Woo, Shell & Moussa, 2007

3. 3
Commander
Driver Promoter
Chess Player
Advocate
Self-oriented Other-oriented
Extrovert
Introvert
5 Persuasion Styles
Source: The Art of Woo, Shell & Moussa, 2007

4. 4
6 Influence Channels
• Authority
• Rationality
• Vision
• Relationships
• Interests
• Politics
Source: The Art of Woo, Shell & Moussa, 2007

5. 5
4 Step Woo Process
• Situation Survey
• Barriers Confrontation
• Pitching
• Securing Commitment
Source: The Art of Woo, Shell & Moussa, 2007

6. 6
5 Woo Barriers
• Relationships
• Credibility
• Communications Mismatches
• Belief Systems
• Interest/Needs
Source: The Art of Woo, Shell & Moussa, 2007

7. 7
Implications/Applications
• What are my (& my colleagues’) persuasion styles?
• How savvy am I in tuning into the influence channels in
my environment?
• What are my preferred channels?
• What channel development do I need?
• Where am I unthorough or uncomfortable in the Woo
Process?
• What are my chief Woo Barriers and what is my plan for
hurdling them?
Source: The Art of Woo, Shell & Moussa, 2007

8. 8
Next Steps
• Getting support for ideas is critical!
• Capitalizing on & developing your “Woo Mix” is
mandatory!
• Working with community of fellow
Woo-ers is highly beneficial & recommended!
Source: The Art of Woo, Shell & Moussa, 2007