In the last two weeks, we have tackled two hallmarks of good strategic thinking – EXPLORE (cast a wide net for ideas) and TRANSLATE (distill to the most relevant idea).
I started our chat: “Today, let’s do the third prong: MESSAGE – get good ideas to the right person at the right time. What do you typically do to get your ideas green lit?”
They smiled: “So glad we are doing the MESSAGE part; my strengths are definitely in EXPLORE + TRANSLATE. So that last ‘partnership idea’ I had I went to my boss to bat it around. However, when I am pitching the next great thing, we need SVP support or even higher; and that’s where I get stuck.”
I said: “I see, what stops the progress? Budget?”
They threw up their hands: “Yes and value, it seems. But I am not in those meetings.”
I said: “So, then, let’s go to the first tenet of the MESSAGE model – ‘the WHO’! Who is in these meetings and how well do you know them?”
They said: “My boss, their peers, but also my skip, and sometimes their peers. And sadly, I know very few.”
I said: “Well trying to get something greenlit with them, or even influencing in a crisis – depends on not only knowing them but knowing what motivates them. So, who should you start with; this will take time, but it is worth it.”
They said: “I know this so well, and it’s just finding the time.”
I said: “I hear that constantly from most execs I work with; this might be the most important thing you do for the short- and long-term – make and maintain these connections. So, let’s measure it – how many meetings per month do you want to try to do?”
They smiled: “Ok, I’m game. Let’s say 4 per month.”
I nodded: “Great! Getting to know them is the primary goal, but also, figure out what makes them tick.”
They said: “How should I figure that out?”
I said: “Cialdini is the master on what motivates decision-making (Cialdini’s 6 Principles of Influence – Definition and examples – Conceptually). In your meetings, ask what they need most to make good decisions; like data from studies (authority), data from competitors (social proof), or being an outlier (scarcity). Usually execs have a preference.”
I reviewed: “Strategic thinking is EXPLORE widely, then TRANSLATE; and if your MESSAGE falls flat, it doesn’t matter if you have great ideas.
- Get to know the WHO (usually boss’s peers and skip level/peers).
- Know what MOTIVATES decision-making (e.g., Cialdini’s authority, social proof, likability, etc.)
- Gear your idea to the right decision-maker at the right time!”
They smiled: “Going to make meetings with skip levels now!”
How do you MESSAGE ideas to the right person at the right time?
