Book Review: Persuasion by Arlene Dickinson of Dragons' Den

If you're a fan of CBC's Dragons' Den then you know how it goes. The Dragons listen to enthusiastic entrepreneurs as they make their pitch for their product. If they are convincing, a Dragon will back their idea.

One of those Dragons is Arlene Dickinson, owner and CEO of Venture Communications. Her new book, Persuasion, is a look at how persuasion is not a dirty word but a reliable business tactic when done correctly.

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Persuasion begins with Dickinson telling her personal story. For those not familiar with her background, Dickinson did not go to university, married (and divorced) young, had four children by time she was 31 and worked as in sales at a television station. During her career she learned and developed ways of persuasion that were principled, truthful and as she describes it in the book, "honest, shared pursuit of mutual self-interest."

Dickinson says, "Good persuaders don't try to ram ideas down your throat or fool you with half-truths. They don't have to. You're compelled to listen to them because it's clear they're not simply promoting their own interests. They're also thinking about yours. They're looking to create a relationship that works for both of you."

Tone

Dickinson uses her life experience to explain how persuasion can be used in business and other situations. Using experiences such as her first job, her first pitch (to hairdressers in Vancouver), times when she lost big accounts, and instances from Dragons' Den, Dickinson creates relatable experiences for the reader.

The language is easy to understand and isn't couched in business terms. The book isn't meant as a business manual but a guide to all social interactions.

Topics

The book outlines the framework for principled persuasion with what not to do, what to do, how to prepare, how to pitch and even when to shut up and listen. Dickinson deals with moments of insecurity as well as how to deal with losing accounts and even winning accounts. The underlying message is to always be true to yourself and to the other party.

Some of the topics include:

Authenticity
Honesty

Talking ourselves out of success
"I'm not good enough!"

The trouble with losing
The trouble with winning

Is the Book Worth the Money?

The topic isn't groundbreaking but it's a good reminder of behaviour that seems to have been lost in the business world in the last two to three years. It's also a good refresher for people who have to pitch for a living.

The Facts:

Pages: 269

Price: $32.99 plus tax

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