The Danger of the Wrong “You”
One seemingly obvious aspect of the WIIFY principle that proves to be a stumbling block for many business people is the danger of the wrong “you.” Let me demonstrate:
One of my clients (I'll call him Mark) was the CEO of a company that manufactured dental instruments, wonderful tools of exceptional quality and precision to perform root canal procedures. Mark's prior experience had been as a top salesman for another dental instrument company. Now, as CEO, Mark was preparing to take his new company public. I was coaching him through a rehearsal of his IPO road show by role-playing, as I usually do, a high-powered fund manager at Fidelity.
Mark eloquently presented the strengths of his company, focusing in particular ...
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