The Hidden Agenda: A Proven Way to Win Business and Create a Following

Index

A

Advertising Pure and Simple, 42

Advocate’s approach, 165–180, 184, 201, 207

Allen key, 153–155

Altschuler, Margie, 21

Ambition. See Real ambition

Angelou, Maya, 189

Angry Birds, 192–193

Argument

construction of, 167–168, 180

definition of, 165, 180

facts and evidence used in, 172

importance of, 173

logical, 167

opening statement of, 172

oral, 168

pitch as, 166

structure of, 169–171

theorem, 168–169

Asking questions, 67–70

Associative method

for finding your core, 90–93

for identifying your credo, 118–120

AT&T, 31

Axelroad, Don, 85–86

B

Beliefs, 123

Black Jerusalem, 200

Bly, Robert, 89–90

Body language, 63–64

Bonds, 117, 123

Bours, Jeroen, 54, 181

Brief, 61–62, 68, 157

Brutal simplicity of thought, 152–153

Buoyancy, 44

C

Cable and Wireless, ...