ABSTRACT
This chapter focuses on how to win the hearts of the Board members by engaging them throughout the problem-solving process. Many marketing teams only engage Board members late in the day. In reality, Board members prefer to be engaged early on in the 'team debate' and have much to offer throughout the problem-solving process. Talking with senior managers who have reservations or concerns often gives rise to a more challenging type of senior-level conversation – even more so if their concerns are emotional in nature. Some marketers find these more challenging conversations easier to handle than others do. These marketers tend to naturally assess whether the concerns are more rational or emotional in origin and, on the back of this, consider whether to 'rationalise', 'negotiate', 'escalate' or 'retreat'. By winning over senior managers' hearts and minds, marketers can get Board agreement to proceed.
