Book Review: 'Advocacy' by John Daly

Reading time ( words)

I’ve always wondered why some great ideas succeed while others fail. Fortunately, I had the opportunity to be both a student of Dr. John Daly and to read his book on advocacy. I highly recommend checking out his YouTube videos as well. He’s an energetic and entertaining speaker. 

AdvocacyChampioning Ideas and Influencing Others helps you understand the whys and provides concrete techniques to elevate your ability to sell ideas. Change and change implementation require more than just a good idea; they also require advocacy—the ability to sell to the people who make decisions in organizations. The most successful people are those who have learned how to advocate their ideas to gain interest, support, and funding from decision-makers. 

John_Daly.jpgAt some point in their career, everyone must perform the role of a “salesperson.” To sell something, people must be able to: 

  • Clearly communicate their ideas 
  • Understand how their “brands” shape opinions
  • Build partnerships and alliances with subordinates, peers, and managers
  • “Pre-sell” their ideas

Advocacy outlines four key steps in the persuasion process.

  1. Communicate the need to change (pain).
  2. Explain “why change now?” Establish urgency. Are times tough? Emphasize saving money or taking a bigger risk to bet on the future. Are times good? Emphasize making even more money and don’t propose radical changes to something that’s working. 
  3. Communicate “what’s in it for them” (WIIFT). WIIFT includes appealing to how the change can improve reputation, finances, efficiency, status, relationships, productivity, safety, security, and appearance. Take advantage of the “fear of missing out” (FOMO). Regret for a missed opportunity is a powerful driver of change. 
  4. Tell a good, credible story. Humans are natural storytellers.

Advocacy_book_350.jpgOnce you’ve used these steps and your persuasion is successful, follow up with:

  • Tell: Explain the concept
  • Show: Demonstrate it
  • Do: Apply it
  • Respond: Reinforce and redirect

Successfully transforming ideas into practice requires a combination of good ideas, clear needs, and effective influence. Advocacy explains how to do this in a fun, informative way. The book is available on Amazon, and he uses of the ideas from the book in his address to the McCombs Alumni Business Conference1.


  1. “Advocacy: Influencing Others and Selling Ideas,” April 10, 2012,

Cheryl Tulkoff is senior director of corporate quality for National Instruments, and member of the SMTA Global Board of Directors.

This article originally appeared in the April 2022 issue of PCB007 Magazine.


Suggested Items

Catching up With Author Ed Chambliss: Fixing a ‘Broken’ Business Model

06/22/2022 | Dan Beaulieu, D.B. Management Group
I love books, especially good business books. In fact, I read three or four a week which I believe makes me a very discerning critic when it comes to ones with the right message. "A One-Legged Stool: How Shareholder Primacy Has Broken Business (And What We Can Do About It)" by Ed Chambliss is one that can help us in both business and life. It has the right message. This book is so timely and extremely important now because Chambliss brings to light one of the great wrongs in the thinking of the last century, an error that has broken business for the past 50 years—the idea that we are all in business to make money for our shareholders and (and all others, employees, customers, and vendors be damned). We all know where this has gotten us.

A Game Plan for Upskilling Your Fab Workforce

05/10/2022 | I-Connect007 Editorial Team
There’s been a lot of talk among PCB manufacturers about the need to upskill their workforce. But where do you start—do you set up your own program or send staff to third-party training centers? We asked David Hernandez, IPC vice president of education, to weigh in on this topic, and the criteria that goes into creating IPC training programs. In addition to upskilling strategies, David also delves into the need for our industry to develop a labor pipeline, as well as the challenges we face in hiring, training, and retaining employees in this industry during a tight labor market.

David Pogue Keynote Opens IPC APEX EXPO 2022

02/28/2022 | Pete Starkey, I-Connect007
There were just a few empty seats in the huge, main lecture hall of the San Diego Convention Center on January 25 as IPC APEX EXPO welcomed the opening keynote speaker, science and tech writer David Pogue. Despite the early time of 8:30 a.m., the crowd enjoyed his topic, “Disruptive technology and how it will affect your business: What’s coming by 2026?” Pogue took us on a short journey through some of the technological innovations that continue to accelerate the transformation of our lifestyles and gave us a preview of how we might succeed in a world we’ve never seen before.

Copyright © 2022 I-Connect007. All rights reserved.