What to Say When Things Get Tough: Business Communication Strategies for Winning People Over When They're Angry, Worried and Suspicious of

Chapter 2

LAYING THE FOUNDATION

Always turn a negative situation into a positive situation.

—MICHAEL JORDANBASKETBALL PLAYER

 

Many of my firm’s clients have been with us for a long time. Our history with one goes back more than 10 years, and virtually from the beginning, this particular organization talked about developing a new name, logo, and tagline. It’s a professional membership society, so its mission is to serve that profession by providing certification, education, and networking opportunities. The profession it represents had changed dramatically over time, and the organization’s existing brand no longer reflected the reality of its membership. Younger people—emerging professionals—were becoming less likely to join. When we surveyed ...