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| About Seth Godin |
| Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. |
Recent Article:
Careful Consideration and Analysis
- For more on Seth Godin visit www.sethgodin.com
Most organizations view business development opportunities as a threat.
A threat because a mistake could upset the status quo, could cost money or time, or even get someone in trouble.
After an initial screening, the typical bizdev proposal is given Careful Consideration and Analysis. Which means that lawyers work hard to make sure (among a hundred other things) that the trademark licensing deal is accurate and appropriate (SM instead of TM, please) and that they've done their job and that nothing bad can happen.
The problem, as you've already guessed, is that fashion is unpredictable. So, if the very point of the bizdev deal is to engage in a search for a hit, to do something new and inexpensive that may or may not work, then Careful Consideration and Analysis is probably completely inappropriate. Careful Consideration and Analysis leads to high overhead, slow turnaround and plenty of "no".
The alternative might be, What's the Worst That Could Happen? Look at a deal. Decide if there's enough upside possibility. Do the What's the Worst That Could Happen test. Figure out how to avoid the most egregious outcomes. Then do it.
Repeat.
My guess is that Starbucks' digital music efforts didn't pass the Careful Consideration and Analysis test. But they did it anyway. And it failed. No big deal. Why? Because What's the Worst That Could Happen was pretty low.
Careful Consideration and Analysis - To learn more about this author, visit Seth Godin's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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