Get People to Do What You Want

CHAPTER 2

The Dynamics in a Group

The sense of belonging and differentiating is the driver in every group, from the family unit to a major, multinational corporation. Companies rise or fall on the ability to exploit that fact, as do governments, churches, and other organizations. At the heart of when and how that sense of belonging occurs, or when and how that differentiation occurs, are the nature and style of a group’s leadership.

Marketers: Masters of Belonging and Differentiating Others

I had a student once whose former wife had purchased tens of thousands of dollars worth of costume jewelry from QVC™—a fact he knew because they split up and had to declare their property. She had used her own money to make the purchases, so his concern ...