(Hardback)

Friesen's book makes clear that there are productive ways of selling your ideas, and he shows that these methods can and must be learned. He shows why organizations tend to be defensive and how to sell ideas in a way that averts resistance to change.

(Hardback)

The significant examples presented here are the result of almost a decade of direct research and application in a very diverse set of organizations, including Fortune 500 manufacturing and services firms, non-profit organizations, health care organizations, and public education.