How many of you sit in meetings with technical professionals who just keep telling you: “No, you can’t do that”?  Does their reaction blindside you? It shouldn’t.

They usually have some sound reasons for telling you “No.”

Perhaps they are skeptical that your marketing research study design not only will fail to yield meaningful statistics upon completion but also will represent a huge amount of mis-spent budget. Perhaps you wanted to make product labeling claims that were competitive, in your mind, but were not particularly factual in their opinion. Perhaps you won a sales contract by over-promising a solution that, on a good day, could only be under-delivered – especially at the price point you negotiated.

There just might be something to the position taken by your technical colleagues. [Read more...]