How to Sell Yourself: Using Leadership, Likability, and Luck to Succeed

Reading is fun. But not every book is really worth reading it – especially when it comes to business books. Therefore I already started the “Book of the Week” Series, where I share comprehensive abstracts on my favourite books.

Now I want to start another series called: “Business Books” – featuring information on books in a more compact way. Today I would like to present you “How to Sell Yourself: Using Leadership, Likability, and Luck to Succeed”, Arch Lustberg (2008).

In How to Sell Yourself, Arch Lustberg teaches readers how to accomplish this seemingly insurmountable goal by using leadership, likability, and luck. Everything you do when you communicate sends signals. Knowing how you send them and how your listeners receive them can significantly improve your chances for success. Successful communication is about instantly understanding what the speaker is saying.

If any member of the audience has to decode what you’ve just said, they’ve missed the point and have become lost. There are four ways an audience can view you. They can like you, they can hate you, they can be neutral, or they can feel sorry for you. In everything you do, you are speaking to the people who have not made up their minds. And everything you do, from your gestures, to your voice, to your words, sends signals to the audience. The author defines leadership as “the ability to get others to do what you want, need, or expect them to do, and feel good about doing it.”

The author writes that your one goal as a communicator is to get your audience to like you for you, not any artificial person you may think you’re supposed to be. Be your warmest and most pleasant self. Keep what you have to say easy to understand by making it simple, brief, clear, and concise. The simpler something is to say, the more memorable it is. And finally, if you have self-confidence, your audience will in return have confidence in you and like you better. Finally, it isn’t chance that determines your life, but what you do with the cards that are dealt to you.

The author defines luck as “getting what you want, making it work for you, and becoming happy.” Good luck then is “finding gratification in what you get” and “the moment when opportunity meets experience and preparedness.”


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