Persuasion: A new approach to changing minds – Arlene Dickinson


At work, at home, and everywhere in between, we need to persuade others every day. To give us a job. To award us the account. To give us the first available appointment. Problem is, no one ever taught us how to persuade. Until now.

At thirty-one, Arlene Dickinson was going nowhere, fast. Recently divorced, she had a high school diploma, no savings and no clue how she was going to feed four young children. But just one year later, she was a partner in Venture Communications. Ten years on, she was CEO, poised to grow the business into one of Canada’s largest independently owned marketing firms. Today, as a co-star of the CBC hit Dragons’ Den, she is one of the country’s most sought-after female entrepreneurs. The secret of her journey from poverty to the corner office? The art of persuasion.

Persuasion has become a dirty word—all snake oil and high-pressure tactics. But Arlene argues that true persuasion is about connecting, not conning. It’s about cultivating authenticity, honesty and reciprocity in every relationship so you not only get what you want, but achieve an outcome that works for everyone. She’ll show you how nothing can replace proper preparation, how a great pitch involves far more listening than talking, and how the art of storytelling is crucial to convincing others that you understand the bigger picture—and that your way is the right way.

Anyone can be persuasive—but that process begins with persuading yourself of your own potential. Mastering the art of principled persuasion changed Arlene Dickinson’s life, both personally and as a professional marketer. Let her show you how it can change yours, too.

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