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"THE PEOPLE WHO ARE CRAZY ENOUGH TO THINK THEY CAN CHANGE THE WORLD ARE THE ONES WHO DO."
With these words, Apple Inc., and its leader, Steve Jobs, catalyzed a movement. Whenever Jobs took the stage to talk about new Apple products, the whole world seemed to stop and listen. That’s because Jobs was offering a vision of the future. He wanted you to feel what the world might someday be like, and trust him to take you there.
As a leader, you have the same potential to not only anticipate the future and invent creative initiatives, but to also inspire those around you to support and execute your vision.
In Illuminate, acclaimed author Nancy Duarte and communications expert Patti Sanchez equip you with the same communication tools that great leaders like Jobs, Howard Schultz, and Dr. Martin Luther King Jr. used to move people. Duarte and Sanchez lay out a plan to help you lead people through the five stages of transformation using speeches, stories, ceremonies, and symbols.
This visual and accessible communication guidebook will show you how Apple, Starbucks, IBM, charity: water, and others have mobilized people to embrace bold changes.To envision the future is one thing, getting others to go there with you is another. By harnessing the power of persuasive communication you, too, can turn your idea into a movement.
- Sales Rank: #6386 in Books
- Published on: 2016-02-16
- Released on: 2016-02-16
- Original language: English
- Number of items: 1
- Dimensions: 8.31" h x 1.05" w x 8.50" l, 1.25 pounds
- Binding: Hardcover
- 336 pages
Review
“Whether it is to well-dressed executives or begrimed young soldiers, there is a vast difference between simply transmitting information and effectively communicating. Illuminate is a tremendous guide for anyone who must educate, motivate or inspire – and that’s just about all of us.”
—General Stanley McChrystal, author of Team of Teams and cofounder of McChrystal Group
“Great leaders aren’t measured by their volume but by their ability to be truly heard. To motivate others, leaders must listen and communicate empathetically. With Illuminate, everyone can learn to lead — even without being loud.”
—Susan Cain, author of Quiet: The Power of Introverts in a World That Can’t Stop Talking, and cofounder of Quiet Revolution
"Duarte and Sanchez give us the unique concept that our company’s change and growth have the structure of epic drama; we make our stories through working out our difficulties. She gives an even deeper insight that we must begin our next journey before the current one ends. Most people misunderstand the role of story in our lives, but by understanding it, we can use it as a metaphor for leading."
—Ed Catmull, President of Pixar Animation Studios and Walt Disney Animation Studios, and author of Creativity, Inc
“Change can be fear-filled in prospect but fearsome in effect. With Illuminate, Duarte and Sanchez light our path through that crucial transition dazzlingly.”
—Robert B. Cialdini, author of Influence
“Leading people through change is hard to do, especially for leaders who don’t communicate well. But Illuminate makes it easy with a clear roadmap and comprehensive communication toolkit that will help any leader learn how to inspire and activate people.”
—Beth Comstock, Vice-Chair of GE
About the Author
NANCY DUARTE is a communications expert and the CEO of Duarte, Inc., the largest design firm in Silicon Valley. She is the author of Resonate: Present Visual Stories that Transform Audiences, Slide:ology: The Art and Science of Creating Great Presentations, and HBR Guide to Persuasive Presentations. She has been featured in Fortune, Forbes, Fast Company, Wired, The Wall Street Journal, The New York Times, Harvard Business Review,and many other outlets.
PATTI SANCHEZ, the Chief Strategy Officer for Duarte, has distilled twenty-five years of experience as a communicator into this book. She has led transformative communications initiatives for brands including Cisco, Ericsson, Hewlett-Packard, LexisNexis, Nike, Symantec, VMware, and Compassion International, and has taught hundreds of leaders to become more empathetic and effective communicators. Her work has been honored with awards from IABC, BMA, and Vital Speeches of the Day.
Most helpful customer reviews
39 of 40 people found the following review helpful.
It's Beyond the Hero's Journey
By Frankie
Nancy and Patti help leaders understand why even our very best rehearsed and timely communications FLOP! Despite being brief, clear, charming... and even presenting to the right audience, won't always produce results.
Nancy and Patti will force you to look at communication and storytelling in yet another way. These ladies take one beyond the hero's journey and most importantly give leaders practical advice as to how to improve and better explain "the change" we would like our audience to experience.
Too often our audience/organization/customers/clients seem to agree on the next steps... they agree it's tactically the right way to take them... and despite you leading the way, though they are all in agreement with you, not enough follow.
Nancy and Patti will help you cross the chasm of empathy and persuasion in order to positively influence your audience.
Well why not 5 Stars?
I wish there was 2 rating systems, one for REAL Experts (like Nancy & Patti)... and one for wannabe internet experts. Because I am rating this book in light of their previous 2 books, this book is a 4 Star.
If Nancy had only written "Slideology" and skipped "Resonate", this would be a 5-Star... but in light of the HIGH BAR they have set at DUARTE, I think it's fair to say this is a 4-Star.
Don't worry, If this book is your Intro to Nancy Duarte and Patti... I promise you too will become a FAN!
Oh, and if you're wondering which of the 3 books to read first, I'd start with this book, as it feels more like an intro to Resonate,.. then Resonate, and finish with Slideology.
6 of 6 people found the following review helpful.
Finally a book that both inspires and gives the most practical advice on walking it out I've ever seen.
By DJ
Do you believe that the stories you tell can change the world? What if I were to tell you that they already are, and you've been telling them your whole life?
Every day we tell ourselves stories that either tear us down or build is up.
"This world is getting worse and worse and there's nothing that I can do to change it. I can't even change myself..."
We believe this negative narrative so strongly that they literally create the reality we live in. So what do we do? The key is to tell ourselves a better story. One where we're the hero. One that ignites passion and change in ourselves and those around us.
"I have a dream..."
This book just came out and I'be already read it through twice-- scribbling notes like a mad man and underlining so much of the pages that it probably defeats the purpose. I'm using it as the blueprint for my life and our organization. And it's working.
If you're tired of books that tell you what's wrong with the world, but don't tell you how to walk it out or, if they attempt to, it reads like someone's doctoral thesis? Then you need to get this book. Don't let another day pass you by. It will change your life.
5 of 5 people found the following review helpful.
Casting Light on the Dark Arts of Communications
By Ian D. Griffin
For Duarte and Sanchez, this book is in support of the common purpose they champion where change is driven by leaders, whom they term ‘Torchbearers’, envisioning new possibilities. They ‘light the path’ as they set out to change the world and bring ’Travelers’ on the journey along with them. If this sounds like the plot to Lord of the Rings, well, in addition to Durkheim, they quote Frodo Baggins, Aragorn and the others as they motivate the hobbits to set out on the quest for the Ring.
However, this book is anything but a fairy tale.
Duarte, Inc is one of the premier communications agencies in Silicon Valley. Since it was founded in 1990, Nancy Duarte has built a stellar reputation as a PowerPoint guru (with her first book, slide:ology) and general communications consultant (cemented by Resonate, her second book). With ‘Illuminate’ she has broadened her scope to include not only presentations and speeches, but stories, ceremonies and symbols. These are all weapons in the ‘torchbearer’s toolkit’ that can be employed to affect what people think, feel and do as they move through what she calls the ‘five stages of a venture’: Dream, Leap, Fight, Climb, and Arrive. If this sounds like the content of a classic 4×5 matrix, well, you’ll find it summarized in a handy-dandy fold-out between pages 58 and 59.
Using this taxonomy allows you to choose the right tool for the job depending which stage an audience is on the journey. While not a ‘paint by numbers’ approach to communications, after reading Illuminate you will know what to deploy if, say, you need to rally the troops. The advice is to deliver a ‘battle speech’ or tell an ‘overcome the enemy story’ or hold a ‘rally the spirits’ ceremony. What I really liked about the classification is that we’re not left with the usual Pollyanna advice that assumes everything is wonderful. Each stage addressees the negative as well as the positive. So if people in an organization are resistant to change we are told what we might hear them say (“I just don’t see how this could work”) and advised on how to craft and deliver a ‘revolution’ speech or ‘neglect the call’ story. By dealing with the dark side of communications Duarte & Sanchez have given leaders a robust set of guidelines well suited to the real world.
Some of the most powerful parts of the book deal with how different organizations dealt with total failure: when PeopleSoft was bought by Oracle and the employees made the company sign into a makeshift memorial; how Coke reversed their disastrous decision to abandon Classic Coke; how Mary Barra, CEO of General Motors, addressed her employees when they needed to recall faulty ignition switches that had caused deaths.
I was struck by the degree of first-hand knowledge and insight in the case studies that conclude the main chapters. Each analysis includes an extensive narrative and quotes that make the study come alive. There’s a bonus a multi-point summary of highlights. Showing their Silicon Valley roots, Duarte & Sanchez’s case studies include the usual suspects— tech titans like IBM and Apple. But there’s also a floor-covering company, a non-profit, and a fast-food company. Most appropriately, the concluding study is of Duarte itself, detailing the transformation the company underwent as it pivoted to overhaul systems and improve operations.
Like her previous books, Illuminate is a beautifully designed, eminently readable, detailed account of the scenarios those of us in corporate communications face on a daily basis. Read it if your job is to enable the Torchbearer’s to ignite change, Frodo would certainly make sure it’s on his bookshelf back in the Shire.
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