{"id":21926,"date":"2022-12-08T12:50:13","date_gmt":"2022-12-08T12:50:13","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-convince-your-management-of-your-brilliant-idea-part-one\/"},"modified":"2022-12-08T12:50:13","modified_gmt":"2022-12-08T12:50:13","slug":"how-to-convince-your-management-of-your-brilliant-idea-part-one","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-convince-your-management-of-your-brilliant-idea-part-one\/","title":{"rendered":"How to convince your management of your brilliant idea (Part one)"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/b2bm.s3.amazonaws.com\/styles\/medium\/s3\/istock-160759006_copy.jpg?itok=lF73J86P\" loading=\"lazy\" \/><\/p>\n<div>\n<h3>In this two-part series, Sue Mizera explores how to get buy-in for brilliance. Part one.<\/h3>\n<p>So, marketer, you have this terrific, game-changing idea that in 2023, your business really needs to devote a good deal of time, budget and resources to strengthening, even repositioning, your corporate brand. You feel passionate about this, you\u2019ve surveyed competition, you\u2019ve analysed your own data, you\u2019ve read your journals and market research. You are sure this is the direction to take to differentiate your business, gain customer loyalty and grow share of market.<\/p>\n<p>But your idea is surely not top of management\u2019s mind. They\u2019ve already committed to more tech-based investments in 2023, and are looking to save as much money as possible everywhere else. Plus, you\u2019ve been there before, face-to-face with \u2018Mount Rushmore,\u2019 or this is at least how you styled your stone-faced, un-moveable management team in previous petitions; the experiences were as painful, even soul-crushing, as you remember. So this time, you\u2019re wondering, Why even remotely put my career on the line again, no matter how brilliant the idea? You ask yourself, Why bother?<\/p>\n<p>I do urge you to bother. And I do urge you to do so by adopting a new mind-set, and likely a whole new approach, to moving the hearts and minds of your \u201cMount Rushmore,\u201d to win them to your side. But this will require that of all the many hats you as a marketer must wear these days, I\u2019ll urge you to don one more: that of an expert rhetorician.\u00a0\u00a0<\/p>\n<h4>Harkening back to move ahead<\/h4>\n<p>Yes, rhetorician, in the classical sense of powerful advocate, exquisite defendant, arguer par excellence. Harkening, in fact, back to Aristotle (Rhetoric, Book I, Chapter 3.) (No eye rolls, please, I\u2019m entirely serious).\u00a0<\/p>\n<p>Aristotle famously taught that a rhetor\u2019s, or speaker&#8217;s, ability to persuade an audience is based on how well the speaker appeals to that audience in <a href=\"https:\/\/fs.blog\/ethos-logos-pathos\/\">three different areas<\/a>:\u00a0<\/p>\n<ul>\n<li>Ethos: Speaker\u2019s preparation, authority and character.\u00a0<\/li>\n<li>Logos: Your argument, content, logic.<\/li>\n<li>Pathos: Your sympathy with, impact on your audience.\u00a0<\/li>\n<\/ul>\n<p>Considered together, these three modes of persuasion form what is called the <a href=\"https:\/\/kpu.pressbooks.pub\/businesswriting\/chapter\/the-rhetorical-triangle-ethos-pathos-and-logos\/\">rhetorical triangle<\/a>, which speaks to the multi-dimensional, multilateral challenge of successful persuasion. And why it\u2019s never easy. There\u2019s no addressing just one or two legs of this triangle, it is always all three. All the elements will necessarily need to be integrated, aligned, complementary, mutually supportive and fully coordinated. If you can create something with Ethos, Logos and Pathos peppered throughout, and tie it all into your audience\u2019s belief system, <a href=\"https:\/\/www.yumpu.com\/en\/document\/view\/27649117\/rhetoric-logos-ethos-pathos-iu-school-of-liberal-arts-iupui\">all the better<\/a>.\u00a0<\/p>\n<p>Hidden benefit: Considered together, these three modes of persuasion will help you project the arc of your argument \u2013 beginning, middle and end \u2013 as they require that you think comprehensively and holistically, right from the start. You will continue to bring the modes into sharper focus and more intense alignment through iteration and recursion as you develop your thinking and argument. And as for the mise en sc\u00e8ne? Prepare to be the writer, director and actor of your own one-act play.<\/p>\n<p>Intrigued? What\u2019s involved in donning the rhetor\u2019s hat and creating such a powerful, bespoke one-act play? How might Aristotle have counselled you to successfully argue for a corporate brand positioning initiative for your company, in spite of the odds against you? Let\u2019s explore Ethos, Logos and Pathos, in more detail, seriatim.<\/p>\n<h3>Ethos: Speaker\u2019s preparation, authority and character<\/h3>\n<p>This mode of persuasion is about establishing your authority to speak on the subject. Management knows you, they trust you, but this is about establishing their trust in the authority you bring to this subject. Bear in mind here the old adage, \u2018people don\u2019t buy the product, they buy the salesperson.\u2019<\/p>\n<h4>Do your homework\u00a0<\/h4>\n<p>This fundamental, basic preparation is entirely in your control. It is classic \u201chomework.\u201d What are the most successful brands, B2B or otherwise, doing, vis \u00e0 vis their corporate brands to make you so passionate about this approach? What is the market research, the intel? What are the latest statistics, the most prominent articles and authoritative journal entries? What does your own ABM\/CRM data offer to support your thesis? Be ready with figures and examples as well as counter-examples of companies and organisations whose corporate brands have been neglected, underfunded, under-loved. Dig, probe, research \u2013 don\u2019t cut corners.<\/p>\n<h4>Three questions you might be asked\u00a0<\/h4>\n<p>What questions don\u2019t you want to be asked, or alternatively, what questions would you really want to be asked, and have sharp, tight answers prepared. In this case, you could anticipate management questions, such as:<\/p>\n<ol>\n<li>We already have a logo and corporate style guide, we already have a brand, so what are you talking about?<\/li>\n<li>Why can\u2019t we decide what to do, if anything, about our corporate brand from our own CRM? If we have a loyalty problem, let\u2019s seek a tech solution! Why do we need to do anything additional beyond what we already spend a lot of money for?<\/li>\n<li>Brands are dated, yesterday\u2019s big idea, just give me another sales guy. Branding is just another costly marketing tactic to justify marketing activities!<\/li>\n<\/ol>\n<p>Questions such as these, all the better if posed spontaneously and unsolicited, present wonderful opportunities to draw out what\u2019s really on management\u2019s minds at the same time that they allow you to expand and deepen your arguments. E.g.,\u00a0<\/p>\n<ul>\n<li>Defining and defending your corporate brand offers you nothing less than the potential to articulate how brand is the source of your company\u2019s Vision, or \u201cNorth Star;\u201d and your Positioning, your company\u2019s reason for being, essence and differentiation.\u00a0<\/li>\n<li>Deploying your own CRM\/ABM data to demonstrate both the strengths and weaknesses of your corporate brand provides another, mostly unexploited, but entirely synergistic potential, to mine its insights and harness its power for your corporate brand: brand and data, finally, becoming BFFs.\u00a0<\/li>\n<li>The long-running stand-off between brand-building and sales-staffing dishes up a rich opportunity to call out common, but flawed opinions, well past their due date. An Aristotelian tip: use the rhetorical trope of humour to undercut an opponent\u2019s seriousness, and use seriousness to undercut their flippancy or humour. \u201cThat old sales-force- brand divide \u2013 doesn\u2019t it date to the Pleistocene? Or is it the Jurassic?\u201d Go ahead, have some fun and lighten the mood while winning points.<\/li>\n<\/ul>\n<h4>Practice\u00a0<\/h4>\n<p>As Ethos is the mode of persuasion that is all about you, the speaker, the argument-owner, make sure to give yourself the biggest, deepest, broadest support possible. Aim to be specific and confident, polished and professional, detailed and buttoned up, all at once. Practice, practice, practice: let no light shine between your arguments and your preparation. You can have notes, but be ready never to refer to them.<\/p>\n<h3>Logos: Your argument, content and logic<\/h3>\n<p>If Ethos is the ground on which your argument stands, Logos is the logic behind your argument and what drives it forward: one point proceeds to another, building up to conclusions. You want these points to seem so straightforward and commanding that your audience can\u2019t conceive of an alternative.\u00a0<\/p>\n<h4>Begin by asking yourself hard questions\u00a0<\/h4>\n<p>Is your thesis clear and specific? Is it supported by strong reasons and credible evidence? Is it logical and arranged in a well-reasoned order? Make sure to collect all the hard data and complicated research into a clear, straightforward narrative. Don\u2019t make the critical mistake of not sorting and prioritising your facts or assuming they speak for themselves. They will, only if you properly organise them.<\/p>\n<h4>Start from a common place<\/h4>\n<p>A piece of shared wisdom, a tribal assumption, common beliefs and values. It\u2019s where Logos and Ethos \u2013and Pathos \u2013 are likely to intersect. E.g.,\u00a0<\/p>\n<p>\u201cWe all love our brand, we want it to be as strong, powerful, loved and preferred as possible. We want to take it forward and keep it maximally fresh, relevant and engaging. We can\u2019t allow it to be caught in a time warp, or to be yesterday\u2019s news, or to play second-fiddle to competition. Not on our watch!\u201d<\/p>\n<h4>Paint the beautiful picture\u00a0<\/h4>\n<p>Create the visionary story. Wow them. What results could your plan generate for the company? E.g.,\u00a0<\/p>\n<p>\u201cOur brand should have the power to rouse, startle and shape new thinking, attitudes and behaviours. It should ignite our enterprise internally with the power of its own ethos and courage. It should stir new, external audiences to sharper, more eager engagement because of our convictions. It should help shape the markets and cultures we operate in and make a statement about the human potential we collectively impact.\u201d<\/p>\n<h4>Think future history\u00a0<\/h4>\n<p>As a result of the branding process, your company\u2019s new brand will offer up to nine, new and evolved, wholly intangible elements that comprise your corporate story. You\u2019ll need to be specific in your story-telling, but also visionary and inspirational, as you touch on all the elements a brand embraces. E.g.,\u00a0<\/p>\n<ul>\n<li>Our new vision, our \u201cNorth Star,\u201d will take the whole company up and over the hill together; it will inspire and energise the company, our markets and partners, for its bold, insightful authority. At the same time, our new mission will capture what everyone in the company, no matter their function, will need to do to help make the vision a reality.\u00a0<\/li>\n<li>Our new positioning \u2013 our reason for being, our differentiation \u2013 will assume the high ground of leadership in the whole category. It will make us all proud to say it out loud! We will challenge our agency with developing a new end-line based on this Positioning, to set us apart and bring it to life: think of it as our equivalent of \u201cJust do It!\u201d\u00a0<\/li>\n<li>Our target audiences will be further profiled with genuine insights into their needs and motivations while bespoke promises will address our commitments to each Target segment. We will have evolved our core values and brand personality to reflect our new energy and purpose.<\/li>\n<li>Immediate initiatives will be put in place to take our new brand through the whole company and to update and upgrade our messaging and graphic identity on our website and in all collateral materials. This is just the start.<\/li>\n<\/ul>\n<h4>Include the voice of your customer<\/h4>\n<p>Bring their voice to bear in your story and rationales and to life in your narrative. This can be qualitative \u2013 interview them! \u2013 and\/or quantitative, using your own proprietary data. All the better to use both, pointing out strengths and weaknesses. Expect to argue from agreements to agreements when quoting customers, even on minor points. E.g.,\u00a0<\/p>\n<ul>\n<li>\u201cLet\u2019s face it, all the players in this category offer excellent products. I\u2019m looking for the brand that stands out for its leadership and point of view on where the category is heading. My choice of brand says a lot about me, and my professionalism.\u201d<\/li>\n<li>\u201cI\u2019ve been loyal to this brand because they have consistently understood and anticipated my needs. It\u2019s been welcoming, like a family, but always cutting edge and innovative. Lately, however, the company has been feeling stodgy to me, same-old-same-old, less connected to me and my needs. Sharper, faster they\u2019re not these days, or is that just my perception?\u201d<\/li>\n<li>\u201cMy generation is looking for corporate brands to take a position on corporate social responsibility, environmental footprints, and diversity. There\u2019s no being silent on these issues anymore.\u201d<\/li>\n<\/ul>\n<h4>Think future headlines in all the best press<\/h4>\n<p>E.g.,\u00a0<\/p>\n<ul>\n<li>Who says B2B marketing can\u2019t inspire or challenge or surprise?<\/li>\n<li>Company proves CRM and brand work hand in hand to produce steady gains in SOM.<\/li>\n<li>New B2B marketing campaign offers a bold new endline and shows there\u2019s space in B2B for creativity, humour and emotion.\u00a0<\/li>\n<\/ul>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"http:\/\/www.b2bmarketing.net\/en-gb\/resources\/blog\/moving-mount-rushmore-how-convince-your-management-your-brilliant-idea-part-one\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this two-part series, Sue Mizera explores how to get buy-in for brilliance. Part one. So, marketer, you have this terrific, game-changing idea that in&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-21926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to convince your management of your brilliant idea (Part one) - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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