Detecting and dealing with covert tactics: help when top management is 'on another planet'

摘要

Acopywriter for a marketing company was told by his boss to put "showcasing", "synergy", "cutting edge" and any other buzzwords that happened to be popular that particular week into his press releases. Why? Because they sounded good - or so she thought - and no matter that the message was bordering on the meaningless. There is a similar problem with company strategy statements which are often peppered with catchphrases such as "stakeholder value" and "leaders in service or innovation". Employees, who have no input into such messages and little understanding of them, might applaud politely if prompted to do so at presentations, then go back to implementing their own little private strategies because at least they understand them and see a point.