Former Chrysler chairman Lee Iacocca once noted ”You can have brilliant ideas; but if you can’t get them across your ideas won’t get you anywhere.” In their new book The Art of Woo: Using Strategic Persuasion to Sell Your Ideas Wharton legal studies and business ethics professor G. Richard Shell and management consultant Mario Moussa provide a systematic approach to the problem Iacocca identified. Using relationship-based emotionally intelligent persuasion to secure both individual and organizational buy-in everyone from CEOs and entrepreneurs to team leaders and mid-level managers can sell their ideas -- a skill that everyone needs to learn if they want to be effective in their organizations the authors say.