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Another problem you may encounter is the corporate ego of your immediate superiors or the people at your advertising agency. They may have a problem with an outsider doing their job. After all, they ll say to themselves, I m in charge. If I accept someone else s thinking, my superiors will think less of me.
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This can be a very difficult situation. We ve discovered that, rather than dismissing an outside recommendation out of hand, this type of person invariably adds his own thinking to the situation. Makes his contribution, so to speak. What results is a modified strategy that isn t really the same. It s like changing a cake s recipe. It may look the same, but it sure doesn t taste like the same cake. (Advertising agencies are especially good at this kind of modification.) The higher you are presenting in an organization, the less likely you are to come across this kind of ego problem.
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If, for some reason, getting the right people in the room isn t feasible, you ll have to find a way to get the CEO involved in the process. Without that involvement, your strategy will never be implemented properly. So the trick is to carefully construct a case that your hearers superiors can be comfortable with as they carry it upward to the CEO. For example, you might include what I call the world has changed section at the beginning of your presentation. This automatically communicates the idea that when the earlier decisions were taken, whether they turned out to be right or wrong, they appeared correct at that time.
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REPOSITIONING BEGINS AND ENDS WITH THE CEO
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The purpose of this kind of language is to soothe egos by masking the earlier mistake. Also, the notion of a changing world makes the decision sound more like one that the CEO should take a look at. But this may not be enough.
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Chances are the CEO isn t a marketing person by training, so you ll have to find a way to bring her up to speed. We ve seen two effective ways to do this. The first is to set up a lecture on the subject and invite the top management. Bring in an outside expert, but make sure that part of the session deals with your firm s current problems or opportunities. The other way is to send your CEO a book or two on the subject, pointing out why it is apropos to the problems the company faces. The book of ours that seems to best fill the bill is Differentiate or Die. That appears to be something that CEOs quickly grasp. I suspect the world Die has something to do with its popularity. One final thought. Make sure the CEO is aware of the following Peter Drucker quote:
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Because the purpose of business is to create a customer, the business enterprise has two and only these two basic functions: marketing and innovation. Marketing and
REpositioning
innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.*
Use an Analogy
Rather than just tossing that terrifying-looking repositioning decision onto the table, you might want to consider prefacing it with an analogous case study drawn from somewhere in corporate history. That way, you re saying, XYZ Company passed on trying something similar, and bad things happened to it. Don t forget to add, Of course, that may not happen to us. Believe me, when confronted with someone else s mistakes, people get a lot more objective. The person you re presenting to will say to himself, With my luck, that will happen to us. I d better show this to the boss.
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