Top speechwriter, Simon Lancaster, explains how great leaders win people over by appealing to their instincts, emotions and logic in turn.
He sets out a number of practical examples of how great leaders achieve this, including Nick Clegg and David Cameron.
Simon Lancaster first became a speechwriter in the late 90s writing speeches for members of Tony Blair’s Cabinet. He has since written speeches for the CEOs of some of the biggest companies in the world including HSBC, Unilever and Intercontinental Hotels. He lectures at Cambridge University, the Centre for Oratory and Rhetoric and Henley Business School. He is author of two best-selling books on communication: Speechwriting: The Expert Guide and Winning Minds: Secrets from the Language of Leadership. Winning Minds won the Axiom Business Book Award 2016 in the category of leadership.