Maximizing Your Persuasive Power

Gui Gu Zi’s Strategic Persuasion is about developing strategies and persuasion to complement each other for winning together. The strategies and tactics for maximizing your persuasive power are covered comprehensively in this Chapter 9.  The key principles are covered first and the English translations of the original text are given in mind-map forms subsequently. By studying the translations, you may be able to come out with additional principles and tips to increase your persuasive power. Hope you can share with us too.

The Overview and Key Points
The following mind-map captures the principles and key points for maximizing your persuasion. it begins by pointing out that persuasion is not just about us but more about the listener. Why should they listen to us? We must earn the rights to be heard. Please go through the map below and see if can follow them to improve your persuasive power.



Want to go further to discover for your own?
I may not have discovered all the wisdom of Gui Gu Zi and so I present my translations of his original text below for your own study and learning, please remember to share with us your additional discovery.

1 Persuasion – Earn the rights to speak

2 Knowing the Speaker

3 Listen by Watch but Speak Not

4 Use Others Strengths

5 Five Emotions and Speech
Be aware of the listeners’ emotion. A person that is angry is not going to listen to anything. Need to calm them first and help them into the right emotion and mental state to listen and support what you are proposing.


6 Speak accordingly to the Types of Your Audience

7 Purpose & Qualities of Speech
A final checklist to reflect on what you want to say. Are you addressing your audience rightly? Do you have any worthy things to share with the wise or new things to teach those that know not? How are you saying it and the words you use, do they create surprises and curiosity? As an example, “The differences between male and female” is not as attractive as “Man are from Mars and Women from Venus”.

Lim Liat (c) 15 Sep 2016

Who has the Best Mission statement?

A mission statement must be inspiring to begin with. It should be shown and not just tell. It is best internalized and entrenched. It is shown in the products and services offered. Hence, customers can tell you what your real mission is, Apple is one that achieve the highest standard in inspiration and showing of their mission. We can also learn mucth from the Apple’s mission too,

Inspiring.
A mission statement is about the purpose of your existence. It is your identity and the value that you provide to a particular group of people. It gives meaning. It should be inspiring. It differs from Vision statements. Mission is about why whereas Vision is about what at some future point in time. Vision explains what your mission looks like to internal and external people. Values are your key believes that shape your decisions and behaviors; those important qualities and moral standards that define who your are. Getting back to mission, a mission statement must also be inspiring.

Recently, Li Ka Shing, Asian richest man, was reported in ZaoBao of 8 Oct 2014 (Chinese Newspaper in Singapore) that he liked a particular quote in the book “Little Prince” by Antoine de Saint-Exupery. The quote is:

  • If you want to build a ship, don’t just drum up the men to gather wood, divide the work and give orders. Instead inspire them to yearn to set sail for the endless sea.
He further said that if the society can be inspired to set sail for sea, then an Asian Silicon Valley will appear. Hence, we can see the importance of the inspiration in a mission statement. It is of course very sad to see most companies, even the large listed companies, have mission statements that are vanilla statements of what they do. They are just making a living rather than impacting the world.

In Sun Zi’s Art of War, the first of the five factors for winning war is 道 Dao, the mission and values of the people. Sun Zi explained Dao as the one that unite the top and the bottom so that they can bravely live or die together. Unity is one of the 5 keys for winning that he emphasized again in the later chapters of his book.

Show, Don’t just tell.
If you try to look for Apple’s mission statement, you will not be able to find it even in their website or their publicatioins. However, I believe, Apple’s Mission is personalized and personified in Steve Jobs. “Making a dent in the universe” is one of his famous quote. He had over the years, created the unique Apple culture that reflected its mission. Steve Jobs believed in showing rather telling. This is in fact a great teaching of Lao Zi. In Dao De Jing chapter, we find the following statement:

  • 是 以 圣 人 处 无 为 之 事  行 不 言 之 教.
    Therefore, the saints do things that violate not the nature order. They are to teach without words (i.e.  teach by examples. The exhortation is not about not to teach, but to teach rightly, by being the model for others to follow). This teaching without words is repeated in Chapter 43.
The mission is not taught but caught and is shown in the way the staff work and in the products and services that they offer.
Nevertheless, Apple did begin with a mission statement, in 1980s, as
  • “To make a contribution to the world by making tools for the mind that advance humankind.”

But once the mission is internalized, there is no need to state it explicitly.

Internalized and Entrenched – The Culture
Mission statement must be implemented in the company policies, procedures, practices and systems. Also in the building design, office layout, retail space deco, the vehicles and everything else. It takes time and effort for the staff to internalize the mission and for the mission to be entrenched in all the practices. In the long run, it creates the unique culture that give its the competitive strengths. Technologies can be bought, practices can be copied, but culture cannot be easily copied.

Customers tell you your real mission.
The mission best shown in the products and services that the company offer to its customers. Customers are the ones to tell you accurately and truly about your mission.

What is the Apple mission statement? What words come to your mind when you think about Apple?
Simplicity, Elegance, Beauty, Wow, Eaes of Use, Fashionabe, Stylist and Classy, even Sexy. You are right. Those are the key ingredients of Apple’s mission. The true mission of a company is in its Brand. Brand is not what you claim but what customers say about you from their experience with you over a long period of time. In short

  • Your true mission is not what you say but what customers say!

My mindmap of Apple’s Mission:
Apple’s mission can be found, indirectly, in Youtube videos on “Apple – Design by Apple – Intention” and “Apple Ad – Our Signature”. Apple called their mission statement, intention and signature. Indeed, your signature is your identity which is also your mission.

Notice that the value that customers appreciate is in how they feel about your products and services. It is all about creating a wow experience that get the customers to ask for more!

Lim Liat (c) 8 Oct 14

Sun Zi’s Art of War Formula – Simple yet Comprehensive

The ‘Art of War’ of Sun Zi contains 13 chapters. The challenge is to capture the essence and yet without loosing any key details in as short a form as possible. Here is the Formula that tells you all.

I spent many weeks reflecting on how I can express the content of Sun Zi’s Art of War in as short a form as possible and at the same time not loosing any key details. The short form is good for us to remember, recall and to apply it into the many business decisions that we face.

One Chinese Word – 势 Comparative Power

It can be expressed in one Chinese Word – 势 Comparative Power. To be clearer, Sun Zi teaches us about how to 造势 Create or build Comparative Power and then 取势 ride on the wave of the created power.

‘知彼知己’ ‘Know Others(Competitors) and Know Self’.

The ‘how to’ is expressed in the famous quotation of ‘知彼知己’ ‘Knowing Others(Competitors) and Knowing Self’. This is about building our strengths relative to our competitors or in the modern management term of ‘comparative’ or ‘competitive’ advantage. Sun Zi used a bow and arrow to illustrate power and speed of action. The distance the arrow can reached is dependent on much the bow is bent (potential power or energy that we must build) and how fast the trigger, the arrow is released.

 ‘知天知地‘  Know Heaven (Weather, Season, Timing) and Earth (Terrain, Positioning)

What is frequently omitted is in the second part of ‘知天知地‘ , which is ‘knowing the timing (seasons and wealther) and knowing the terrain (or more precise, the shapes and advantages offered by the terrains such as cliff, narrow passage, water obstacle etc). Sun Zi not only tell us how to build our strength with his five factors of philosophy, timing, terrain, leadership and policies and seven measures which include the strength and skill of staff; he also tell us to make use of, or exploit the potential power from the external environment ot timing and terrains. Making use of the natural tendency offered by Heaven (Timing, Seasons) and Earth (Terrains), will allow us to have power without any of our effort! We just ride the tidal wave. Making use of nayural forces or tendencies is best illustrated with a puzzle. “How do you feed pepper to your cat?”. Hint: The answer is in the natural tendency of the cat.

Out Innovate Them

The last part then is the engagement between us and our competitors. The is for winning is to surprise them or in modern management term, out innovate them! Another way is speed. We can also sieze the initiative by out menuerving the competitors with deception, tempting, threatening, creating chaos, division, angering,  waiting while they labor and spend, attacking their weakness etc.

The Tag Line – Build Ride Innovate

The tagline for Art of War is then about build your comparative advantage over them, ride on the natural trends and out innovate them.

One More Thing – Business is a Love Affair more than War

Sun Zi was taking about war. To apply Sun Zi’s wisdom in today business world, we need to know one key thing – Business is a love affair with us customers first with our competitors being used as reference to evaluate our business value that we bring to our customers. The best way to out do our competitors is actually to focus first on serving and developing relationship with our customers. We keep track on our competitors is only for the purpose for serving and increasing our value to our customers. We make use of what our competitors are doing that we may do add even more value to our customers.

The Sun Zi’s Art of War Formula

To capture all the essential teaching of a subject, it is much clearer and simpler to express it as a fomula as shown below:SunZi Art of War Formula

Hope you can grasp the essential teaching of Sun Zi’s Art of War.

Lim Liat (c) 26 April 2014

SunZi’s Art of War – The Misquotes and Keys that are missed even by the Experts

A famous book like SunZi’s Art of War is likely to be quoted partially. Even so, there are already much wisdom to be gained. But, having the full quotation will lead us to greater success. We look at the famous quote, or misquote, of “知己知彼,百战百胜  know self, know others, win every time”. Yet, the best strategy is to win without a war. Having peace in the world is not about just building more powerful weapons and larger military, but more importantly, it is to build better well being and sharing for more people so that there is no reason for war. That’s the heart of Sun Zi.
What has Sun Zi’s Art of War to do with Christmas that have me to write about in this season of peace and joy? Much, if you know the heart and purpose of Sun Zi’s Art of War.
Let begin with the famous quotation, or mis-quotation.
The source of Know-Self-Know-Others can be found in two places in Sun Zi’s Art of War book. They are shown below in the mind-map:
There are 3 key errors: 
  1. Order.
    • Know our enemy first, and then we can compare ours against the enemy.
    • Most people look at themselves first to claim their strengths and weaknesses. That is incorrect.  Typical SWOT analysis begins with listing your own strengths and weaknesses. That is an error. We should look at the external Opportunities and Threats first and then back to your strengths and weaknesses to address those opportunities and threats.
    • Furthermore, our strengths or weaknesses can only be determined in comparison with the enemies that we are going to fight with and with respect to the theatre and timing of our operations.
    • Strengths and weaknesses should be determined from the external. In a business, the external are competitors and customers, the markets, industries, and locations that we operate in.
  2. Not Win every time but Not Loose every time.
    • It is a secured position but need another two factors to ensure a win every time.
  3. The Two More Factors: Know the Heaven & Earth – i.e. The Right Timing and the Right Terrain to take advantage of.

There are Four Factor

  1. Know-Other,
  2. Know-Self,
  3. Know-Heaven: the Time & Seasons,
  4. Know-Earth: the terrains and the positioning. or the market and industries, the PESTEL factors
How do we know others and our strengths or weaknesses. Sun Zi proposed 7 measures. See Sun Zi Art of War-3: Health Check with 7 Measures.

Sun Zi however tells us that knowing something is better than knowing nothing. Knowing self and not knowing other bring us 50% success rate at times. The worst case is, not knowing anything which will result in 100% failure.

We need the two additional factors of knowing Heaven and Earth to ensure completeness.
How to appraise a situation is given in Sun Zi Art of War-4: Appraisal & Prediction.

Even Better is Not to Go to War – How to Win without a Fight .
Another misunderstanding about Sun Zi’s Art of War is the purpose. It is not a book that teach us to win every war. It is in fact book that teaches us how we need not go to war! Sun Zi say the best strategy is to win without a fight! Fighting will result in destruction and deaths that both sides will suffer. The better way is to build oneself up such that others will not dare to take us to a war. They surrender voluntarily. Other better strategies will be to defeat their plans before execution, negotiate for win-win for all, and war is only the very last resort. Even if have to, win it quickly without much losses of lives.

See Sun Zi Art of War-5: The Principles for Good Strategies

How to Build a High Performance Organization that others will respect and follow.
The heart then of Sun Zi’s Art of War is about building an organization or nation that other will respect and follow rather than trying to dethrone you.
See Sun Zi Art of War-6: Leadership Skills and Creating HPO

Having peace in the world is not about just building more powerful weapons and larger military, but more importantly, it is to build better well being and sharing for more people so that there is no reason for war.

Hope this post encourages you to look deeper into Sun Zi’s Art of War.

Lim Liat (c) 25 Dec 2013