Summary: Making Difficult Conversations Work: Experts Reveal ‘42 Rules’ to Successful Resolution

New York, NY (Sept. 17, 2009)— At a time when business owners, executives and other leaders often have to deliver bad news to their people— whether it involves smaller or no bonuses, staff pay cuts, layoffs, freezes on promotions and raises— are some ways better than others to deliver such news? In fact, can such news be delivered in a way that engages and aligns others to work even more effectively towards a common goal? Can you let people know how appreciated and important they are so that the end result is a commitment to the company’s brand, bottom line and long-range future rather than fear, resentment and anger towards the company?

“You betcha!” say the 19 renowned experts from the Creating WE Institute who collaborated on a new book, 42 Rules for Creating WE (Superstar Press, September 2009, 162 pages, $19.95). The book available on September 17th at www.amazon.com and deals with how to have difficult conversations in ways that strengthen rather than erode relationships – from delivering the truth to having the courage to trump adversity and fear with new perspectives.

Judith E. Glaser, CEO of Benchmark Communications, Inc., and co-founder of the Creating WE Institute, said: “When organizations are in difficult business transitions or crisis, individuals often fear speaking up, and avoid having difficult conversations. Our most important teaching moments are when an organization’s culture, leadership, and brand integrity are at high risk of eroding.”

Glaser and her team have coalesced their most pioneering discoveries under the umbrella of the Neuroscience of WE. “This is the bedrock of our work,” says Glaser, “and it encompasses vital information on the heart’s role in brain function, how we mentally process relationships and conversations for greater engagement, and how we leverage the brain’s neuroplasticity for positive change.”

Because of the impact of their findings, the co-authors are making the 42 Rules for Creating WE available on September 17th at Amazon.com with a fascinating article on “The Neuroscience of WE Research” available as a download at www.creatingweinstitute.com for those who purchase the book.

Says Angela Ahrendts, CEO of Burberry: “It took Napoleon Hill nearly 25 years to write 'Think and Grow Rich,’ his legendary guidebook for individual success. Judith E. Glaser and her Creating WE Institute colleagues took a lot less time to write today's greatest guide for team success, and it will soon be read by 6,200 Burberry employees worldwide.”