linkedin post 2013-03-28 06:23:10

IT IS CRITICAL TO DISTINGUISH BETWEEN CONTENT AND PROCESS. For example, a company that gets in a bind with a regulatory agency will work really hard to resolve the issue. But if the issue is about perception, and issues of trust, then linear logical strategies aimed at answering content objections will fail. The messy human-warm-and fuzzy business of relating, the act of crossing the isle for a personal meeting, may do more than the mountain of written rebuttals. Always ask yourself if the solution is about content or process (rarely done by boards, and hard for many super-smart executives).

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