There's an interesting (and very blunt) critique of some marketing materials from big-name law firms like Shearman & Sterling, Bingham McCutchen and Frost Brown Todd at the following site: link
The points he makes are very interesting, but I can tell the author from personal experience that pointing out to important people what their flaws are, even when you're correct, is not always the way to win their hearts and minds (or their business!)
Educated in Toowoomba, Richard Wood commenced his career establishing his own practice in March 1996. With an entrepreneurial spirit and vision as Managing Partner, he has developed and guided Vistage Corporate Advisory to where it is today.
Unlike traditional accountants, Richard (pictured above) does not position himself as external to his clients' businesses. Where possible, he becomes a part of the client -- knowing as much about their operations and corporate and marketing challenges as possible.
This provides a sound foundation from which to develop financial and accountancy strategies which are tailored to meet their individual requirements. Importantly, it also allows Richard to identify business opportunities for his clients on a progressive basis, and combat any commercial threats before they take effect.
Richard has extensive financing and joint venture experience. As a majority shareholder and director of a number of private companies, he is keenly aware of the need to monitor unit-based profitability and to implement sophisticated financial management systems.
A deep thinker, passionate about the potential that lies within individuals and their businesses, Richard has been instrumental in creating opportunities that have inspired success for his clients, colleagues and peers.
A proven entrepreneur now focused on working with other entrepreneurs, Richard's commercial experience and business nous has led him to develop a distinctive suite of financial management solutions and products; including Optimist. He is driven to generate positive growth and wealth for his clients by focusing on activity based financial information, shareholder value and the true story behind the finance information that is generated. He has been influential in achieving significant results for his clients and their businesses, using strategic vision, big picture analysis, consistent monitoring and mentoring systems.
Richard believes that when business owners start to fear growth it is due to uncertainty. Unlocking these uncertainties and providing a clear platform for change recreates hope and the confidence to grow. Clear vision helps clear thinking. By relating activity to financial outcomes, he has the ability to provide a whole new way of thinking about strategy to drive financial performance.
Richard is a connected and valued strategic advisor to his clients and is driven to ensure he can empower them with peace of mind, confidence to grow and banker confidence.
Qualifications & Memberships
> Bachelor of Business (Accounting)
> Bachelor of Laws (Banking & Finance)
> Member, Institute of Chartered Accountants
> Member, Institute of Management
> Member, Institute of Corporate Managers, Secretaries and Administrators
> Member, Australian Institute of Certified Practising Accountants
> Member, Institute of Company Directors
3 comments:
Yes, I hear you loud and clear.
The way I see it, people who are responsible for any marketing materials that I criticise have two options: get mad at me for the criticism, or thank me for pointing out the error.
And I know which of these two types is most likely to have the best success.
How do you tell important people what their flaws are, assuming they are getting in the way somehow, and win their hearts and minds?
I know they a 2x2 to the forehead isn't likely to work, but what is effective?
You should start by reading my THE TRUSTED ADVISOR article, which is entirely about your question.
However, in my new attempts to be a kinder, gentler person, I won't just leave you to do your homework.
Think of it this way.
If you were doing something wrong, what would be the most effective way to present things to you?
I'd guess some of the peinciples I would want would be these:
a) Just as the Paul Simon song says, I'd hope for a little TENDERNESS beneath the honesty. Find a way to soften your language.
b) If I believe you are actually trying to help me, I'll listen to you more than if I think you are trying to show off, prove your smarter, wwin an argument, gat an advantage for yourself. In other words, you'll get through to me if I can have a positive ressponse to the question: WHY are you criticising me?
c) Don't just tell me what I'm doing wrong, help me with some possible solutions (and by the way, more than one. If you say there's only one other way to do this, I'll suspect you are trying to dominate me or push me around. Give me alternative solutions to pick from, and I'll believe your critique was well intentioned. Without them, your just an annoying bumble bee buzzing around.
d) Help me save face. The worst way in the world to change anyone is to embarras them, prove them wrong, or criticise them. Find a way to phrase it so they don't have to admit error: "You know, there's a real opportunity for you to get more of what you want. Would you like to hear my ideas and suggestions?
You get the idea, I hope.
Anyone else have an idea?
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