Summary : Buy-In - John P. Kotter and Lorne A. Whitehead: Saving Your Good Idea From Getting Shot Down

This work offers a summary of “BUY-IN: Saving Your Good Idea from Getting Shot Down” by John P. Kotter and Lorne A. Whitehead.

In “Buy-In”, the authors raise the following question: “How do you get people to buy-in to your brilliant ideas, suggestions and proposals?”

According to Kotter and Whitehead, you should start by explaining your idea to other people and then use a four-step strategy: 1. Take stock of your situation; 2. Watch for the four basic attacks; 3. Respond appropriately; 4. Then get going making your idea happen.

The authors are in favor of a somewhat counterintuitive method. The traditional approach is to cut any naysayers out of the conversation. They advise the reader to do the opposite and encourage him to take potshots at his proposal as a way to draw attention to what he is suggesting. He should then respond to their attacks in simple and clear ways based on common sense.

The idea of piggybacking on the back of attacks of your idea does work in the real world where people delight in trying to shoot down the ideas of others before they can take root. Turning these attacks to your advantage is great because you harness those attacks to capture the attention of busy people and help everyone grasp the idea you have in mind.