The 7 Secrets of Neuron Leadership: What Top Military Commanders, Neuroscientists, and the Ancient Greeks Teach Us about Inspiring Teams

"Even more inspiring than The Go–Giver!"
MALCOLM BOYES, former producer of Entertainment Tonight

THE SCIENCE AND SECRETS TO WIN THE HEARTS AND MINDS OF EVERYONE YOU LEAD

The 7 Secrets of Neuron Leadership offers insightful and unique new perspectives on team leadership that have been proven over the past decade across 500,000 professionals and 50,000 organizations worldwide. W. Craig Reed leverages more than two decades as a business executive and consultant for some of the world′s most successful firms to deliver an inspiring, informative, and often humorous journey that combines the latest neuroscientific leadership research with ancient Greek wisdom and proven leadership tactics employed by C–Level executives and top military commanders.

Some of the leaders interviewed for this book include a former Deputy Secretary of Defense, NASA Administrator (CEO), Secretary of the Navy, Vice Commandant of the Coast Guard, 3–Star Generals, Navy SEAL officers, CEOs, CIOs, CMOs, and executives from leading firms like Alaska Airlines, Amgen, Gold′s Gym, HP, Huntington Ingalls, IBM, Oracle, Starbucks, and many others.

If you loved The Go–Giver, you′ll be touched by inspirational stories from military leaders who reveal battle–tested leadership insights. If you raved about The Seven Habits of Highly Effective People, you′ll learn how to motivate teams to perform at their best by using seven astonishing secrets about Mirror Neurons and Aristotle′s Persuasion Model. And if you′re a fan of The One Minute Manager, you′ll discover that it takes less than one minute to foster trust and improve productivity by raising your team′s oxytocin and dopamine levels.

"The 7 Secrets of Neuron Leadership uniquely unearths interesting and inspirational enlightenment offered by modern neuroscientists, ancient sages, and top military commanders who are now C–level executives to illustrate what separates great and revered leaders from the rest of the pack."
GORDON R. ENGLAND, former Deputy Secretary of Defense, Deputy Secretary of Homeland Security, 72nd and 73rd Secretary of the Navy

"The 7 Secrets of Neuron Leadership threads together a decidedly unique outlook on leadership that transcends the simplistic, shopworn, circular debate as to whether leadership traits are genetic or developed. In this work, a wholly different, more informed outlook emerges."
SEAN O′KEEFE, 10th NASA Administrator (CEO) and 69th Secretary of the Navy

"The 7 Secrets of Neuron Leadership is the new millennium′s The Seven Habits of Highly Effective People. If you want to improve your ability to lead teams, start by reading this book today."
JAMES ROLLINS, #1 New York Times bestselling author of The Seventh Plague

"The 7 Secrets of Neuron Leadership is a powerful examination of how the mind can work to ignite leaders to lead themselves, their families, their teams, and their organizations. W. Craig Reed masterfully blends the research, powerful examples and stories, and interviews into a leadership masterpiece that is sorely needed."

JOHN MATTONE, Bestselling Author, #1 Authority on Intelligent Leadership and World′s #2 Ranked Executive Coach

Foreword 3

Introduction 7

Chapter 1: The Secret of Persuasion 17

Chapter 2: What Leaders Need to Know About the Brain               25

Chapter 3: Shrinking Leadership 42

Chapter 4: Dorothy s Journey 64

Chapter 5: Playful Toto  93

Chapter 6: Generous Tin Woodsman 123

Chapter 7: Our Beliefs 142

Chapter 8: Passionate Wizard 148

Chapter 9: Courageous Lion 179

Chapter 10: Our Needs  202

Chapter 11: Authoritative Wizard 206

Chapter 12: Wise Scarecrow 233

Chapter 13: Our Helpers 255

Chapter 14: Dorothy s Revelation 261

Chapter 15: Facts Tell, Stories Sell 282

Chapter 16: The Eighth Secret 293

Chapter 17: Decisions, Decisions 306

Chapter 18: Conclusion  315

Notes 322

W. CRAIG REED is an award–winning sales, marketing, and leadership consultant and executive coach, a former U.S. Navy Diver, and the New York Times bestselling author of eight books, including the critically acclaimed Red November. Reed has provided executive consulting and coaching for Adobe, Apple, Avnet, Booz Allen Hamilton, Cisco, HP, IBM, SAP, Symantec, and dozens of other firms. His Neuron Principles have been successfully adopted and proven across more than 500,000 professionals and 50,000 organizations worldwide. Reed was a former vice president and board director for the Silicon Valley American Marketing Association and is the co–founder of the Us4Warriors Foundation San Diego County′s number one Veteran′s Non–profit. Proceeds from his books benefit this foundation.