In their book, “Blue Ocean Strategy,” authors W. Chan Kim and Renée Mauborgne offer some advice for successfully introducing change. The advice they offer is in the context changing marketing strategy, but their advice is really valid for any significant change within an organization whether you’re making operational changes, organizational changes, policy changes, or other.
Good marketing is probably more art than science. It’s the art of building relationships. It’s moving prospects along a continuum that begins at “Never heard of ya,” and ends at “Where do I sign?” The trick is, knowing where along that line a prospect is so that our marketing communication is both appropriate and effective.