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grindstone person who values a good work ethic and is very task-oriented. Much of her leadership training has been centered around understanding the emotional complexities of others, and she’s been making significant progress. Larry is a creative person with an innate ability to connect with others and produce quality work. His weakness is meeting deadlines, and his training is also progressing. For Natalie to effectively communicate with Larry, she has to understand how he will be most receptive to feedback. Natalie’s natural communication style is straightforward. She doesn’t beat around the bush, but jumps right in with specific comments based on what she sees. Larry does not respond well to this style of communication. He needs to be understood, know that he’s valued, and encouraged on how he can do better. Without Natalie adapting her communication style to meet Larry’s needs, she will never get through to him. Even worse, if Natalie gives critical feedback to Larry, there’s a potential he will shut down, and his morale will take a nosedive.
The onus for this communication adaptation is strictly on the leader. It’s not Larry’s responsibility to adjust his communication style to meet the needs of Natalie. This doesn’t mean that there should be an expectation for Larry to communicate however he wants, but leaders are in their roles because they are trying to help others achieve their goals. If Larry is shutting down because Natalie can’t understand how to communicate with him, then he’ll never grow or find the success he desires. you need to change who you are for every person you work with. In actuality, nothing will confuse your team more than wondering which personality their leader will adopt. You need to be your authentic self but develop the skills to achieve effective communication for your teams. By finding a common point of connection and learning to be more multifaceted in your communication skills, you’ll find greater success in leadership. From The most common misconception about this idea is that to lead in the style of others means
there, it’s all about how you deal with success and how you give praise.
Marketing Horror Stories A Lesson in What Not to Do
KFC AND HOOVER CAN’T DO MATH A shocking number of companies hold giveaway promotions without calculating exactly howmuch they will cost. Here are a few examples. • Back when“Oprah”was the biggest show on television, KFC ran an ad offering a free two-piece chickenmeal with two sides and a biscuit for anyone who went to their website and downloaded a coupon. Over 10.5 million coupons were downloaded, and KFC had to give away $42 million in free food. • In the 1990s, Hoover Company in the United Kingdomoffered two round-trip plane tickets with the purchase of a vacuum. Unfortunately, even in the‘90s, most vacuums were still cheaper than plane tickets, and Hoover lost 50 million pounds in what remains the biggest promotional disaster ever. CARTOON NETWORK CAUSES A BOMB SCARE Guerrilla marketing can create valuable word of mouth— think about the success of the movie“IT”last year. The marketing for the film included simple red balloons tied to stormdrains. But Cartoon Network didn’t have quite the same luck in 2007 when they tried to promote their show“Aqua Teen Hunger Force.”When the network put electronic devices featuring a character from the show all over Boston, city residents thought the strange contraptions looked like bombs and called the police. This triggered a terrorist scare that ultimately cost the general manager of Cartoon Network his job.
Every marketing professional wants their campaign to be memorable. They want consumers to take notice — or take the bait — and make their company a big profit. But sometimes, things don’t go exactly as planned. The campaigns below certainly won the attention of consumers, but in each case, what started out as a marketing dream quickly turned into a nightmare. FIAT’S DIRECT MAIL DISASTER In 1992, women across Spain received anonymous letters inviting them to go on a“little adventure.”The letters stated,“We met again on the street yesterday, and I noticed how you glanced interestedly inmy direction.” Fearing a stalker, many women locked themselves in their homes. A few days later, another letter arrived, revealing the identity of the“secret admirer” as the new Fiat Cinquecento. Yes, the creepy letters were part of a marketing campaign by the Italian car company. Fiat apologized and ended the campaign after criticism from consumer protection groups, Social Minister Cristina Alberdi, and the 50,000 women who received the letters.
2 • www.TheSotoLawGroup.com
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