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Bond’s latest blockbuster, Spectre, broke box office records around the world, not bad for the 24th movie in the genre…
For a society that always moans about repeats on TV this is a little ironic, but having conducted research into the way people consume entertainment, the explanation is pretty simple. There’s a risk with an unknown film that it might be terrible, whereas at least with an old favourite you’re guaranteed a good evening.
Most professional roles require you to give advice to others, often to people more senior to you. In the strategy document you write for your manager, the presentation you give to the Board, even in your verbal briefing to the CEO, at each point you are using your abilities to influence and persuade. Indeed many of us spend most of our professional lives trying to become effective and trusted advisers to our bosses or clients. For the consultant, particularly, there is probably no higher mark of success.
With corporate trust at a low ebb, most businesses are struggling to work out how to increase their reputation.
A few years ago I was working for one such company. The business had a number of reputation challenges and I remember one day the CMO, faced with ever declining trust numbers, suggested creating a campaign solely to explain why they were a trustworthy business. Sound like a crazy idea? I certainly thought so. I tested the messages for them in a poll, they didn’t work well, and the idea was quickly dropped.
