Summary of Generating Buy-In

Mastering the Language of Leadership

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Generating Buy-In book summary
Tell a strategic story that makes people follow you. State a goal, show the future, give examples and ask for action.


9 Overall

10 Applicability

8 Innovation

8 Style


Leaders don’t exist without followers and followers don’t exist without buy-in. To get people to follow you, tell them where you want to go in such a way that they want to take the trip. Author Mark S. Walton’s very short, concise handbook shows leaders and would-be leaders how to craft compelling stories, how to use images to appeal to their listeners’ imaginations and emotions, and how to use language to advance their goals. Walton employs an easy-to-use outline format that makes it simple to determine if you have everything you need to communicate as clearly as possible. He provides numerous examples of this approach at work in government and business. assures readers who are looking for a quick guide to communicating clearly that they will find what they need in this book.

In this summary, you will learn

  • How to tell a compelling, persuasive strategic story;
  • How to communicate it clearly; and
  • What language to use as a leader to draw followers.


Why Buy-In
The President of the United States cannot wage war all alone. The new CEO of a disgraced company cannot restore the stock price without the support of Wall Street. The vice president of a division needs help to make a new product launch a success. No one can be a leader without...
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About the Author

Mark S. Walton is chairman of the Center for Leadership Communication, based in Monterey, CA, and Chapel Hill, NC. He is also professor of leadership at the U.S. Navy’s Advanced Management Program and teaches at the Senior Executive Institute at the University of North Carolina. A Peabody Award winner, he was former chief White House correspondent for CNN.

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