I was reading Same Side Selling by Ian Altman the other day. Ian says that he did a study of CEOs and found that there are three questions a CEO asks before making a purchase. She doesn’t ask, “What is …
“Logic will get you from A to Z; imagination will get you everywhere.” Albert Einstein
People seem to have an all or nothing approach to strategic planning. By strategic planning, I don't mean "brand plan" because everybody has one of these jammed in their desk drawer. What differentiates the camps is two things:
"I'm sorry, but I don't agree with you," is a statement that always strikes me as strange.
It's not news that traditional brand marketing and selling is becoming increasingly ineffective. EPG just came out with a study, one amongst many, that showed HCPs are, in general, not that interested in what pharma companies have to say about their products. Surprised? Probably not.