Charisma

Name: Charisma
ISBN: 9787550285200

西蒙·兰卡斯特Beijing United Publishing Co., Ltd. · ChinaDec 2021

3.7

Word count: 107K words
Chapters: 34
ISBN: 9787550285200

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Summary

What really is the secret behind the language of leadership? The instinctive brain, the emotional brain, and finally the logical brain not only represent different levels of human development but also reveal different preferences for receiving language and events. The appeal of language lies not only in long-standing rhetorical techniques but also in the brain cognition discovered through modern neuroscience. By grasping the relationship between the brain and language, a speech can become passionate and inspiring.

Editor's review

Persuasion is not a simple handbook of speaking techniques; it delves into the neuroscience and psychological underpinnings of leadership communication. Author Simon Lancaster, a world-leading speechwriter, combines his hands-on experience writing speeches for British prime ministers and CEOs with cutting-edge brain research to build a systematic framework of persuasion. The book's core value lies in revealing how outstanding leaders use language, stories, and emotion to bypass the audience's rational defenses and speak directly to the primitive regions of the brain that govern intuition, emotion, and decision-making. The 'three-step brain' theory proposed in the book (primitive brain, emotional brain, rational brain) is key to understanding its methodology, explaining why the most moving speeches often are not logically airtight yet trigger strong resonance and action. Lancaster's discussion is both academically grounded and filled with vivid cases from politics and business, making the theory no longer dry. For readers who wish to enhance their influence and truly communicate and lead rather than merely talk, this book offers a complete upgrade path from thinking to language. It teaches you to build not just a speech but a trustworthy leadership persona.

Who it's for

A good fit for

Managers and team leaders who want to systematically improve public expression and persuasion
Professionals in marketing, sales, training, and other fields that require deeply influencing others
Learners interested in the psychological and neuroscientific mechanisms behind communication
Working professionals seeking a breakthrough and hoping their views will be heard and recognized by more people

Not a good fit for

Readers looking only for quickly memorized speech templates or universal phrases
Readers who expect to avoid theory entirely and read only pure story-based case collections

Reading tips

It is recommended to read the first two chapters first to understand the 'three-step brain' model, which is the foundation of the whole book
While reading, reflect on your own experiences and consider in what scenarios the techniques mentioned in the book can be useful to you
There is no need to finish it all at once; each chapter has independent value and is suitable for repeated reflection and practice by theme

About the publisher

Beijing United Publishing Co., Ltd. China · Founded in 1993

Beijing United Publishing Co., Ltd. is a publisher known for its literature and history titles, with 2,065 books in the collection. Its publishing covers foreign literature, contemporary Chinese prose and essays, history, folk literature, and cultural books. Its list ranges from Sima Qian's complete edition of the Records of the Grand Historian to foreign classics such as The Book of Disquiet, All Quiet on the Western Front, Snow Country, The Stranger, and Jean-Christophe, as well as modern Chinese works including Teahouse and Dawn Blossoms Plucked at Dusk. Its authors and translators include Yasunari Kawabata, Fernando Pessoa, Erich Maria Remarque, Jin Xinyi, Zhou Miao, and Chen Chao. Public information is limited, but its catalogue reflects a balance between Chinese and foreign literary classics and historical and cultural works.

版权信息
献词
引言
第一部分赢得本能脑
导读
第1章打动人心的隐喻
第2章领导形象
第3章内在目标
第4章移情与友善的力量
第5章微笑与幽默
第6章呼吸
第7章文风
第8章名字里有什么
第二部分赢得情感脑
导读
第9章故事与情感
第10章个人故事
第11章打造文化
第12章善用历史
第13章价值观的价值
第14章我们钟爱的绝妙语言
第15章奉承与爱
第16章重复，重复，重复
第17章夸张的永恒力量
第三部分赢得逻辑脑
导读
第18章成三！成三！成三！
第19章平衡
第20章韵律还是逻辑
第21章观点的力量
第22章利用数字
第23章简洁
后记
致谢

FAQ

How is this book different from ordinary communication skills books?

The biggest difference is its solid scientific foundation. It anchors communication skills in the brain's working mechanisms, explaining the power of leadership language from the perspective of 'why it works' rather than merely 'how to do it.' It focuses more on building deep influence and trust rather than superficial rhetoric.

Are the methods in the book applicable to Eastern cultural contexts?

The core neuroscientific principles are universal because the basic structure of the human brain is the same. Although many cases come from Western political and business backgrounds, the underlying logic the author reveals—emotional resonance, story construction, and establishing authority—has high reference and practical value in different cultures after appropriate contextual conversion and expression adjustment.

Will this book be too difficult for speech beginners?

The book has some theoretical depth, but the author's writing is fluent and the cases are vivid; it is not a difficult academic work. Beginners can absolutely gain a high-level cognitive framework from reading it and avoid inefficient imitation. It is recommended to combine it with basic speech training so that theory guides practice for better results.

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About the author

西蒙·兰卡斯特 Author

Simon Lancaster is a Chinese-language book author whose work falls mainly in the field of management. One of his titles is currently included in the library, namely his representative work The Power of Inspiration (Gan Zhao Li). Public information about his nationality, dates of birth and death, educational background and professional experience is limited, and the available details are not sufficient to reconstruct a complete personal biography; the introduction therefore focuses on his work. The book is classified under management and appears to discuss themes such as influence, persuasion and communication, addressing readers who wish to improve their expressive effectiveness and leadership skills. Judging from its subject matter, it is practical rather than purely theoretical in orientation, with its language and structure designed for workplace application. Overall, his visibility among Chinese readers rests mainly on this single work, and his authorial positioning and reach still await further documentation.