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- 1978 - Young Glasgow Footballer
- 3rd biggest club in Scotland One league Victory Club was doing well - not good season under leadership Grow into role - respect - Aberdeen winning European Cup Winners Cup - 1983
- Young Glaswegian man is Sir Alex
- One of the best leaders and managers of all time James McIlroy - close to home - young entrepreneur - new team, perform under pressure Studied him and lots of others - all have unique traits All can influence and maximise the value of human to human interactions
- Why is this important? Touchy/Feely
- People about B2B sales, people talk about selling 'into' a company I take a different approach. I distill and simply/reductionist Desires, wants, needs, worries Influence the outcomes of these interactions Company I am CEO of now - first venture - learnt lots about interactions
- Three principals - I am not an expert
- Reciprocity (social psychology) - ancient Greece Giving something back that you have received Many think that ancestors survived because of this principal 3% one mint, 14% two mints, 23% increase for one mint First to give and personal.
- Liking - sounds obvious
- Like people who are similar, compliments and cooperate towards mutual goals. Medical Directors. Negotiation studies straight to business (~50%), other told to find similarity (~90%) We like to think that we logically think through every decision, but much is subconscious. Weather man.
- Warren Buffett - Berkshire Hathway - shareholders letters are one of the most widely read dispatches Warren's is different. Warren starts with a weakness/mistake. May feel uncomfortable and awkward but it is disarming, and improves credibility. Not all agree though - Lawyer
- Offer a weakness before strength
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