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The Art of Woo

Using Strategic Persuasion to Sell Your Ideas

G. Richard Shell and Mario Moussa

You may need The Art of War to defeat your enemies, but if you prefer to win them over, read The Art of Woo

G. Richard Shell and Mario Moussa know what it takes to drive new ideas through complex organizations. They have advised thousands of executives from companies such as Google, Microsoft, and General Electric to organizations like the World Bank and even the FBI’s hostage rescue training program. In The Art of Woo, they present their systematic, four-step process for winning over even the toughest bosses and most skeptical colleagues. Beginning with two powerful self-assessments to help readers find their “Woo IQ,” they show how relationship-based persuasion works to open hearts and minds.

“Ranging across history, from Charles Lindbergh to Sam Walton, the authors examine how savvy negotiators use persuasion—not confrontation—to achieve goals.” —U.S. News & World Report

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About the Authors

G. Richard Shell

G. Richard Shell is the Thomas Gerrity Professor of Legal Studies, Business Ethics, and Management at the Wharton School. The creator of Wharton’s popular “Success Course,” his previous books include the award-winning Bargaining for Advantage: Negotiation Strategies for Reasonable People and, with Mario Moussa, The Art of Woo: Using Strategic Persuasion to Sell Your Ideas. He lives with his family near Philadelphia. ... More

Mario Moussa

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