If you're of the idealistic bent that believes that the best ideas always win out, or that the products and services that companies and non-profits produce always represent the best they can possibly do, then this book is not for you. But get in touch, because I've got a bridge I'd like to sell you.

For the rest of us, those of us who at some point will have to convince someone else of the value of our ideas, this book is indispensible.

You'd never know that, though, by the marketing of this book. In particular, don't be misled by:

The title: this is not a book for professional advocates, that is, lawyers. It is designed for people who have ideas to share, and are trying to figure out how to get them implemented. Which is almost everyone but lawyers.

The publisher: the presumption may be that, coming from a university press, the book is going to be arcane, obscure, unreadable - you-name-it - but this book is exactly the opposite - clear, compelling, convincing.

For better or worse, I read a lot of business "best-sellers," and this book is far superior to most. Why? Unlike many, if not most business books, the advice in this book is:

Actionable. So many business books speak in vapid generalities (E.g., "the key to leadership is courage; to be a great leader, be courageous". Sounds great, less filling. Daly provides a near endless supply of very specific, very concrete advice for advocates, from where to sit at a meeting, to how to dress, to the kind of language to use, etc.

Research-based. A lot of Daly's advice is counter-intuitive (e.g., people may judge your competence less by what you actually say than by who you're seen hanging around with. But it is all rooted in the results of research by social psychologists, communication researchers, organization development specialists, etc.

Readable. Daly has the gift of great college professors: he wears his knowledge and expertise lightly. Despite the weighty wisdom on which it is based - the book has the depth and richness of a textbook - it reads more like a business best-seller.

Realistic and honest. Academics in the behavioral sciences are cashing in these days with business best sellers. And while often well-written and enthusiastic, these authors can't help having a little bit of academic arrogance creep in: isn't it amazing what we've discovered? And hey, do what we say and you'll become... successful, popular, rich, famous, [fill-in the blank]. Daly has none of that; over and over again he makes the limits and boundaries of suggested behaviors clear.

Two final notes. First, while Daly covers all the bases of advocacy, his heart and enthusiasm are clearer in some chapters than in others. For example, his chapters on building a personal brand ("Build Your Reputation, Create a Brand,") and the role of coming across confidently in successful advocacy ("Demonstrate Confidence,") are superb, providing insights and behavioral tips that you'd probably only be able to get from an elite executive coach costing thousands of dollars. But his chapter on telling your story, however necessary, simply doesn't provide the same level of insight (you don't need a consultant to tell you that if you're going to tell a story, tell it well.)

Second, if this book suffers from anything, it is the vice of its virtues. That is, this book has so many insights and behavioral tips, that one could easily be overwhelmed trying to implement them all at the same time. The best way to use it is to focus on the two-three behaviors most likely to help you in particular in selling your idea, and thoroughly master them before moving on to the next one.

That said, if you are ever going to be in a situation where someone has to choose among ideas, including yours, this is a must have book. Because if you haven't read it, the odds are someone with a competing idea will have. And then, you might as well pack up and go home.

The first time I listened to a conference from John Daly, it caught me in the first minutes. The communication skills any professional must have are usually forgotten by most of the people. I bought this book and what I liked the most is that his ideas are very applicable to any job situation. This is not one of those books that give you the "10 steps to be a successful Tycoon, the fast track to be the next Steve Jobs", this is not that kind of book. This is the kind of book that gives you very useful tips and insights about the people you work with every day in a 360 degrees vision. You can apply these ideas to your subordinates, colleagues, bosses and customers in a very practical and effective way.

Everything in life is Advocacy. Whether you realize it or not, we are in a daily struggle to make the best decisions and when you have an idea, product or solution you think is the best, you need the tools and ability to "sell" that solution. Dr. Daly's book is fantastic for this. He gives great recommendations, ideas, suggestions, research and help on the various aspects of Advocating for your solution.

Brilliantly organized techniques for mastering the art of championing any cause. Dr John Daly's ability to tell the story while threading fascinating examples (both historical & current) keeps the reader intrigued. This book will sharpen skills - refresh existing techniques and force the reader to think through ways of improving. A thoroughly enjoyable read!

Exactly what I ordered

Amazing book! Well written with TONS of relevant examples. I'm going to be buying copies of this for every member of my sales team, and I plan on reading my copy multiple times. A must-read for anyone in the business community.

Truly a great read.

lots of great examples of advocacy at work.