make the right first impression with senior leadership: (1) The project had
to correspond to an issue of significance on management’s agenda; (2) there
had to be a high likelihood that the research team would uncover significant
insights; (3) the project had to be within the group’s expertise; (4) there had
to be a high probability
of resolution to the issue; and (5) the project had to
have low resource requirements. Sound familiar? The criteria of the head of
market research bear a real resemblance to what makes for a good teaching
pitch. In fact, some of them are identical to the SAFE-BOLD Framework
we
discussed in
chapter 5
.
The criteria helped the research department deliver compelling insights
in their first presentation to the management team, ultimately doubling the
number of strategic projects they were asked to complete and increasing the
department’s budget by 65 percent. “The trick,”
the director of the team
explained, “is finding the right issue. Once you achieve those early
successes, doors start opening and executives make time for the group
because they know we are going to have something important to say.”
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