The Elements of Influence

No matter if you’re a play-for-keeps competitor or a win-win collaborator in business, politics or media, The Elements of Influence is your new essential tool for gaining and retaining competitive advantage. It’s about Influence Strategy, the emerging discipline for positioning products, advancing ideas and driving discussions.


Visionary strategist Alan Kelly debuts a code-cracking lexicon and prediction system of twenty-five irreducibly simple plays—all part of the first periodic table of influence moves and countermoves. From the subtle Ping to the outrageous Peacock, these are the strategies that cross a marketing chasm, build a brand and buzz, defend a reputation, outwit a rival, and seed word-of-mouth. Told through intuitive illustrations, easy-to-use tables, compelling strategy maps, and memorable case studies, The Elements of Influence describes how CEOs and politicos, marketers and salespeople, PR and public affairs executives, and lobbyists and activists manage and move their agenda. And now you can too.