It’s the economy, stupid!

Det er uden tvivl svært at komme udenom det amerikanske præsidentskifte i medierne i dag. Vi har i den forbindelse været en tur i gemmerne og fundet et ældre og relevant indlæg, der handler om, hvordan en tidligere præsident skabte resultater ved at holde sit budskab simpelt.

Postet er på engelsk, så Donald Trump også kan følge med. God fredag!

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It’s the economy, stupid!

Is a well-known phrase in American politics and refers to Bill Clinton’s successful presidential campaign of 1992. Clinton was known for being a political nerd that knew every nitty-gritty detail of many policy areas, which he wanted the voters to understand. But they didn’t get it.

It got too complex and the good intentions were lost in too many messages.

That’s when his campaign strategist James Carville introduced ”the economy, stupid” as one of three simple messages to focus on to beat George Bush.

The elephant was cut down in little pieces, and the economy was the first bite to eat.

This illustrates the initial success of any change or innovation project: Beat it down in pieces and focus on the simple core that you want, people to buy in on, to be inspired by or develop on.

Imagine if Kennedy had said “Our main purpose is to become market leader in the space industry through focused high-end technical skills and second-to none aerospace activities”. A man on the moon would probably still be the wet dream of any large state leaders if Kennedy had gone CEO-style back in 1961. By saying “To put an American on the moon and return him safely by the end of the decade”, kept it simple and emotional and made the idea tangible, concrete and doable.

So for all you geeks, academics and strategists out there – keep it simple.

Inspired by the book: Made to stick: Why some ideas survive and others die. Authors: Chip and Dan Heath

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Ways to a Successful Pitch

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Want your pitch to pan out? Consider certain things before you pick up the phone.

Once, I participated in a media training workshop. The instructor asked me and the other participants to each come up with an idea for a news story which we had to pitch to a journalist over the phone.

I chose a hypothetical, groundbreaking story: I was working for Novo Nordisk and I wanted to announce to the world that we had found the cure for HIV. It goes without saying that the journalist was interested in my story. In fact, I didn’t even have to try to convince him about the news value of the story – the story sold itself.

A pitching experience like the preceding one, however, is the exception rather than the rule. Usually, it requires a greater effort to gain a journalist’s interest – and for good reason: journalists are being bombarded by companies with stories of all kinds. Therefore, if you want press coverage on a story – that might not warrant publicity to the same extent as the aforementioned about HIV – the question is: what can you do to increase your chances of breaking through the media gatekeeping? This is where the art of pitching comes into play. Continue reading “Ways to a Successful Pitch”