The Hidden Agenda

A Proven Way to Win Business and Create a Following

Kevin Allen

Each of us pitches ideas every day. Regardless of what idea we’re selling—or who we’re selling it to—it all boils down to the act of stirring someone to join you, to agree to follow you. Yet we consistently underestimate how critical it is to recognize the role of the decision maker. Decisions are, after all, made by people; and people have needs and agendas, spoken and unspoken. Understanding these needs and agendas are critical to success in business. Kevin Allen’s approach is not about persuading, but about creating a connection that assures a mutual win. By unearthing the true motivation or desire of the decision maker, Allen shows how to craft a story or message around it, creating a predictable and repeatable end result. Full of stories and examples, this entertaining book teaches you how to effectively find, connect, and finally speak to the Hidden Agenda to win business unfailingly, every time.

Print | 978-1-937134-04-4 | $24.95
eBook   978-1-937134-05-1 | $19.99
Enhanced eBook | 978-1-937134-08-2 | $19.99
5.5 x 8.5 hardcover | 256 pages
April 17, 2012

  • Kevin's approach unlocks potential within individuals and organizations to realize growth and win business that perhaps in the past has either been a distant thought or considered unobtainable.
    Gary Yates, Operational Excellence, Civil Aerospace, Rolls-Royce plc

Media Coverage

  • Kevin Allen is the 'Picasso' of the high art of the new business development and he has finally shared his magical techniques with the rest of us. A must-read!
    Larry Weber, Chairman and CEO of W2 Group, author of Everywhere: Comprehensive Digital Business Strategy for the Social Media Era
  • Kevin Allen has a powerful ability to turn insight into winning results. In The Hidden Agenda, he turns his approach into a discipline we can all use to drive results and win more consistently.
    Andy Janowski, COO Burberry, plc
  • Kevin Allen is a one-of-a-lind person and unequivocally successful in his approach to business growth. Although I would far prefer to have Kevin around the office at all times, The Hidden Agenda is a perfect substitute and a great way to have access to his style, generosity, and wisdom.
    Larsson Swedbank, Chief Marketing Officer, SVP
  • Kevin's knowledge, experience, and humanity were an interpublic treasure. He is a brilliantly gifted growth practitioner and a natural teacher. It is in his DNA to share. This book proves it; The Hidden Agenda is a must-read for anyone with growth on their agenda.
    David Bell, Chairman Emeritus The Interpublic Group, Advertising Hall of Fame Inductee (2007)
  • Kevin not only speaks and writes eloquently and convincingly, he also puts himself at stake personally and emotionally about things that he believes in. With this book he shares a valuable gift with all of us: his insights and thoughtful advice. Read it.
    Tapio Hedman, Communications Director, Aalto University Finland
  • Nothing can be sold until you crack your prospect's 'hidden agenda.' Few know how to pitch and uncover what's really going on more than Kevin Allen, adman and pitchman extraordinaire. Whatever you do in business, you've got to learn the art of the pitch. That's why you need to read this book.
    Catherine Kaputa, brand strategist, speaker and author of You Are a Brand and Branding for Entrepreneurs (and Intrapreneurs)
  • The Hidden Agenda makes the invaluable link between understanding your audience’s motivation and creating success. It also reveals some of the secret tactics that Kevin has used to help change businesses around the world. It all begins with that simple, timeless practice of connecting with people on a much deeper level. Don’t miss the remarkable teachings of this unusual book and author.
    Dan Schawbel, personal branding expert, bestselling author and owner of Millennial Branding
  • Kevin’s enjoyable and informative book reminds us all that to communicate well is to connect with people first.
    Rudy Giuliani, former Mayor of the City of New York
  • Kevin has a special ability to uplift and inspire those around him. His generous spirit is on every page.
    Steven Overman, Vice President and Global Head Marketing Creation, Nokia
  • Anyone who is trying to create the most persuasive selling presentation, the most inspiring vision or discover the customer sweet spot must read (and re-read) Kevin Allen's new book. While filled with concepts and insights, this is no academic treatise, but a valuable playbook from someone who has 'been there, done that' with amazing success many times.
    Joe Plummer, Professor of Marketing, Columbia Business School
  • Kevin Allen knows the art and science of marketing, brand building, and human persuasion. He shares his unique strategy for winning accounts and building businesses in The Hidden Agenda. A must-read tale as only he can tell it.
    Jim R. Heekin III, Chairman and CEO, Grey Group
  • Through the seemingly simple craft of story telling that connects with human emotions, Kevin leads us one step at a time to a winning strategy. The stories in The Hidden Agenda will keep the lessons in your mind long after you have put down the book.
    Kamini Banga, consultant & co-author of The 86% Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century
  • Kevin Allen draws upon more than 25 years of experience in the ad business – across categories and countries – to identify a winning formula for not just pitching an account, but for successfully selling ideas and inspiration. This compelling book is not just for someone who wants to succeed at business; it’s for anyone who wants to succeed at life.
    Howard Draft, Executive Chairman, Draftfcb
  • The Hidden Agenda is an insight into the human agenda of the pitch room and how to turn it to your advantage.
    Jo Tatchell, author of Diamond in the Desert and The Poet of Baghdad
  • Kevin Allen is a one-of-a-kind person and unequivocally successful in his approach to business growth. Although I would far prefer to have Kevin around the office at all times, The Hidden Agenda is a perfect substitute and a great way to have access to his style, generosity, and wisdom.
    Björn Larsson, CMO, SVP, Swedbank
  • In The Hidden Agenda, Kevin shares his hard won wisdom and shows the power of connecting with your audience. He both inspires and provides the tools to do better today.
    Michael I. Roth, Chairman and CEO, The Interpublic Group