Father of 'soft power' gives keynote speech in Taipei

Father of 'soft power' gives keynote speech in Taipei
Joseph Nye

TAIPEI - Joseph Nye, a top global political scholar who coined the term "soft power," was invited by NU SKIN to Taipei to give a keynote speech, in which he stressed the importance of applying soft power in the global information age.

The annual NU SKIN Master Forum was held at Taipei International Convention Center yesterday, and Nye delivered a speech on the topic, "Soft Power, the Driving Force to Change the World."

According to Nye, soft power is defined as "having people want to do what you want them to do" through attraction and persuasion, rather than by coercion or the use of force. Like love, soft power is not measurable, but that does not mean it is not real or not important, Nye said. Even Adolf Hitler used soft power to influence people close to him, despite the fact that he also employed "hard power" against others during World War II, Nye pointed out.

Anyone in a position of authority can give a command, but without soft power, people may not always be ready to follow those commands. The secret of effective management lies in the use of soft power. Providing a "vision that people can buy in" and developing a culture around it is the key to soft power, Nye said.

People can lead without an authority position. The strength lies in their vision and effective use of soft power, Nye said.

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