Introduction to ‘Soft Power’

Peter Drucker famously said “Good communications and interpersonal relations are imperative to overall business performance and sustainability. Yet they tend to be neglected in terms of their importance.”  He further tells us that saying that “60% of all management problems are the result of poor communications”. To help us over this and to participate positively in our business we need to pay attention to our communiations and to be persuasive. Indeed, we have to master what we call “soft power”.

‘Soft Power’ is that ability to influence or persuade another or others through persuasion and personal attraction.

To develop ‘Soft Power’ it is necessary to develop some knowledge and practice in the use of the five dimensions of ‘Soft Power’: emotional intelligence, vision, rhetoric, non-verbal communication and personal charisma.

In essence,

“It is about seeing the worlds of business and humanities as one”

We can help you communicate effectively and persuasively. We can help you with all ‘public’ speaking and interpersonal communication situations where you need to persuade or influence another or others in the world of business.

In fact, persuasive communications is all-pervasive in any organization businesswise or not.

We draw on the ancient rhetoricians from Ancient Greece (principally Aristotle) and Rome (Cicero and Quintilian) to modern rhetoricians such as Kenneth Burke for our theoretical framework.

Our ‘Soft Power’ model has been inspired by Joseph Nye’s work on soft and hard power in the world of diplomacy.

Click here to view our Model

Click here to view “Soft Power: The Art of Persuasion. An Overall View”