The Chocolate Conversation: Lead Bittersweet Change, Transform Your Business by Rose Fass

Author:Rose Fass [Fass, Rose]
Language: eng
Format: mobi
ISBN: 9781937134501
Publisher: Bibliomotion, Inc.
Published: 2013-04-15T14:00:00+00:00

This executive passionately laid out what UPS was really about: the strong identity, the commitment to quality, its dependability, its strong sense of accountability, and a lot of pride, right down to the distinctive brown trucks. His colleagues were as engaged as he was, nodding and leaning into the presentation—they were in the conversation with him as if they were all one. At the end, they collectively leaned across the table as the UPS leader slapped his hand on the table for emphasis and shouted, “And that’s what brown can do for you!”

The ad agency people had the good sense to realize that they had just heard an authentic, passionate message from the “inside” of UPS, voiced through its equally committed and passionate leader. This was the conversation they could and should have with customers on the outside. “What can brown do for you?” is yet another iconic message, intimately tied to the conversation within the company. Inherent in the slogan is the core message: Here we are, an everyday business comprised of everyday people doing an extraordinary job for you anywhere in the world.

A savvy media company executive once told me that a successful marketing message is nothing more than “an obvious message expressed in a simple way.” That is exactly what you need to do as a leader—and it’s hard. Leaders are tasked with translating complex concepts into tangible and doable actions. The simpler the language and the shorter the message, the easier it is for people to understand and not misinterpret. This takes time and effort.

There are different conversations that leaders need to have to convey their messages. We’ve broken them down into seven types of conversations that must:

1. Drive performance

2. Sell an idea

3. Change someone’s mind

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.