Yet we consistently under-estimate how critical it is to recognise the role of the decision maker. Decisions are, after all, made by people; and people have needs and agendas, spoken and unspoken.
The Hidden Agenda is on the surface, a book about marketing and advertising. I’ve read a lot of those in my time, and as great and as useful as most of them are and can be, they tend to become a “much of a muchness” over time. They can also tend to be quite arid, in their approach and almost mechanical in their reeling of, of normalised processes and concepts, from well worn paradigms, with a little twist here and there. Here, on the other hand, is something different and refreshing. It may not be a game changer, but it hit me, at least, where it mattered; it went straight to the heart.
This book has a good narrative and it was not one of those business books that takes you months to read. If you are a reluctant salesperson.
For a business book this has a lot of personality, and the author reveals a lot about himself. The Hidden Agenda talks a lot about connecting to the emotional desires and suggests that he learnt much from his mother.
