Master persuasion as a leadership practice to spark change that sticks, turn resistance into collaboration, and move teams from compliance to lasting commitment.

Most change efforts fail not because of poor strategy but because leaders struggle to win genuine commitment. Between 60 and 70 percent of major organizational change initiatives fall short or fail outright. The missing ingredient? Constructive persuasion.

Drawing on over two decades of research and coaching thousands of executives worldwide, Dr. Jay Conger shatters outdated myths about persuasion as manipulation or performance. Instead, he reveals persuasion as the essential leadership practice that transforms resistance into collaboration, ideas into action, and plans into sustained progress.



Listeners will learn to map influence networks and identify key decision-makers who can tip organizational support; build credibility through humility, transparency, and demonstrated expertise rather than positional authority; frame problems that invite collaboration instead of triggering defensiveness; craft compelling evidence that combines data with emotional resonance; and more.



Each chapter delivers field-tested frameworks and real-world cases from banking, healthcare, technology, and beyond. The result is a transformative playbook that elevates persuasion from soft skill to the decisive force behind leadership success in the twenty-first century.