This work is clear, well-structured, well-paced, and understandable. It moves fluidly between practical pointers (sometimes checklist-like, with nice summaries) and examples that keep it moving nicely. I admire the work of a professor who has obviously invested plenty of time, thought and experience into making such a crafted and polished product. I have read other books in this area (most recently "Guide to Decision Making" by H. Drummond here at audible), and I do like to sample around, but this one for me is head and shoulders above anything I've seen. Plugging these suggestions in to current decisions (alone or with others) makes me feel more like I am flying with "instruments" versus guessing with gaping (unknown) blind spots. Yet, the approach is not "paint by numbers:" good human reckoning is still required, but augmented with the assistance of various guides, reminders and prompts along the way. I'm sure I will listen through this one again.
I love and devour books constantly, and this one stands out even among the best. Here, blended together, are clear and basic tutorials in business, economics, finance and trading, and plenty of the language in these fields. Grain turns out to be a great way to illustrate these ideas, deals and processes. The author reads her book, which is yet another great facet: it is just right to hear this in the voice, inflections and embodiment of a midwestern person, who grew up in that environment, then went to higher education and sharpened the tools and understandings. Her voice and content are both so wholesomely midwestern, it provides perfect packaging for these themes. This book is right in the mainstream of our economy's thinking and language, and a very fine bit of teaching, yet this is a very singular expression, all its own, unlike anything I've seen. My unqualified thanks to this author for her work.
Now in my 27th year teaching college, working always at honing my teaching, and being widely popular for my presentations, there was PLENTY here for me to learn and use.
I listen in streaks. Glad I can keep those credits accumulating for a few months.
This book is a little dated. Even Luntz really doesn't know what words will work these days but it is worth trying to find them. This book is really just a series of examples of situations where words worked or didn't and the process that Luntz uses to identify the right message, with focus groups, polling, mashing data together to create a picture of what moves people. It should be required reading for any beginning marketing student, especially someone interested in political communication.