Testimonials

“This is the ultimate playbook for communicators and campaigners of all stripes.” — Dan Schnur, Director, Jesse M. Unruh Institute of Politics, University of Southern California

“If you’re in the business of running plays – and who isn’t – the Playmaker decision system is an essential decision tool for holding back competitors and driving message.  In the world of point-counter-point marketing, Alan Kelly’s system is a Rosetta Stone for decoding the plays of your marketplace and flipping them to your advantage.  I’ve used it, and it works.” — Andy Lark, former Chief Marketing & Online Officer, Commonwealth Bank of Australia, and former VP & General Manager, Large Enterprise Marketing & Online at Dell

“By understanding the plays we could make — or have made on us — we were able to better analyze what was happening in the external world and anticipate how that might affect us.  The clinics are fun and instructive….applying a rational approach to what otherwise might be just intuitive.  I’d recommend it to anyone who is looking to raise a team’s level of excellence in external communications.” — Jan Botz, Executive Director, Chief Communications Officer, Dow Corning Corporation (ret.)

“The Playmaker system is a breakthrough for strategic communication management.  It offers for global communications a common lexicon and a proven method that helps us develop and drive our agenda in a hyper-competitive marketplace.” — Herbert Heitmann, EVP, External Communications, Royal Dutch Shell, and former SVP Global Communications, SAP AG

“The Playmaker system is a much-needed framework for codifying the far too subjective discipline of strategy.  It replaces aspirational thinking with objective analysis.  We built a frontier graduate class around it and found that our students could systematically dissect complex strategies in timely cases and anticipate opposing actions.  That’s quite a breakthrough from a teaching standpoint, and it has enormous implications for the professions of communication and influence” — Jerry Swerling, Annenberg School for Communication, University of Southern California

“Ever wonder how marketing campaigns get built?  How messages are spun?  How public opinion is managed?  Here are the answers – in a clear, enjoyable, and eye-opening system that even the black belts of influence will find surprising.” — Jay Conrad Levinson, Author, Guerrilla Marketing book series

The Playmaker ontology is a knothole into the war room of every politician on the planet. Read it, and you won’t need leaked strategy memos to dope out the plays they’re running.” — Michael Cornfield, Professor of Political Management, The George Washington University

“The Playmaker decision system is the Rosetta Stone of Influence, the system of systems that unlocks the myriad meanings and leanings of the mainstream and social media in boardrooms and battlefields alike.  It presents us with the process and tools to convert data streams into operational strategies”  — Col. Mike Daily, U.S.  Marine Corps, Public Affairs Director Marine Forces Central Command and Marine Forces Pacific (ret.)

“Alan Kelly is the Bill Walsh of marketing and positioning strategy and tactics.  His playbook reads like an insider’s field guide to the ins and outs of positioning warfare.  Master it, and you can play with pros anytime.” — Geoffrey A. Moore, author of Crossing the Chasm and Dealing with Darwin

“Politics is a game everyone can understand.  Alan Kelly’s system exposes the precise plays of partisans and the strategies of candidates – especially those in The White House, or those who hope to be.” — Tim Farley, Host, The Morning Briefing, SiriusXM, POTUS 124

“The Playmaker system standardizes and distills virtually any communications move that a company can make, along with frameworks for how to react to competitive moves and change the game by driving your own strategy.” — Dave Kellogg, CEO, Host Analytics, and former SVP and GM of Service Cloud, Salesforce.com

“The Standard Table of Influence allows HP Technology Services to drive our value proposition in the social media.  Our bloggers now know when to compete and when to collaborate.  The result is relevant content that builds buzz and enables customer connections.” — Aimee Schoaf,  Marketing Director, Technology Services, Hewlett-Packard

“Playmaker offers new techniques that make my communications — both written and verbal — more impactful and more compelling.  Now I know the plays of my market, what they’re called, how they work, and how I can use them to win hearts and minds in the ‘battlefield’ which is sometimes the social media.” — Mark Grindle,  Senior Manager, Accenture

“The Standard Table of Influence reminds me that there’s more to communicating than just simple declarations of information.  I am a visual person and I now have a straight-forward way to access the range of options at my disposal – from being coy via the Ping to saying it my own way via the Recast.  Since adopting the system, my company-sponsored blog posts have been more fun to write and more entertaining to read, evidenced by the higher traffic count.”  — Bill Kosik, Principal Data Center Energy Technologist, Hewlett-Packard

“Since taking The Elements of Influence course at George Washington University, the Playmaker system has become my go-to strategic public affairs guide.  The system is an essential resource for anyone in the political arena.” — Rob Shrum, Director of Political Advocacy, CTIA – The Wireless Association

“The Playmakers have devised a set of uniquely efficient tools that accelerate understanding and build consensus for action in fast-paced, highly competitive environments.  Add to that good judgment and sound advice and you’ve got yourself a decision system.” — Bill Nielsen, Corporate Communications Counsel, Johnson & Johnson (ret.)

“In the  Elements of Influence, Alan Kelly emerges as one of the most original theorists in years.  Shrewd practitioners will use his system, while scholars scientifically test it, far into the future.”  — Frank E. Ovaitt, Jr., President and CEO, Institute for Public Relations

“The Elements of Influence is a remarkable and timely book.  It’s also a good read, not only for those in the professions of influence, but for those of us subject to their maneuverings.  No one in marketing, sales, public relations, lobbying, and other forms of psychological influence can call their understanding complete without first examining what Alan Kelly has written.” — James S. O’Rourke, IV, Ph.D., Mendoza College of Business, University of Notre Dame