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The Method is the Message: Setting the Table for Change
Nobody likes to hear bad news. The bearer of bad news gets the blame. The hearers of bad news give no credence to the presenter and don’t want to accept ownership of the problem.The biggest challenge a researcher can face is presenting findings that challenge the long-established assumptions of a client company. Perhaps the research uncovers a weakness in the client’s offering – weakness that has been identified and exploited by a competitor. The research also shows that the client’s own customers are aware of the weakness and have become frustrated by it. How should such findings be presented without losing the audience?
Can the message be put forward in such a way that prompts the audience to take ownership of the problem and develop solutions that beneficial to their company, their clients and to their entire business sector.This session will provide a real-world example of how a global company was presented with research findings that challenged its view of its products and the company’s position within its industry. The session will seek to demonstrate that how a dilemma is defined and presented plays an important role in winning over the audience and the development of creative solutions.
