Speed Read – The Hidden Agenda

Guy Smith

This Speed Read was originally published in Admap – October 2013 issue.

The Hidden Agenda shows marketers how empathy – through gaining a proper understanding of the wants, needs and values of the target audience – can uncover that audience's hidden behaviour and lead to strategies that resonate with them.

The Hidden Agenda: A Proven Way To Win Business And Create A Following by Kevin Allen draws on Allen's years of pitching to identify a pattern whereby pitches aimed directly at decision-makers' needs are the successful ones. He takes the reader through practical ways of compelling people to follow you and buy what you are selling.