DeWese--Drowning in Decrees

You see, "how" is the key word and, in fact, is synonymous with the word "strategy." Strategy is not the same as "goal" or "objective" or "mission" or "tactic." Strategy represents the "how" or the means by which an individual or an organization achieves an objective.

If, for example, Monica Yawkey of Aspirant Printing & Litho yearns to become a $2 million salesperson by the year 2002, then she should figure out "how" to attain the objective. She will probably decide on several "hows" (strategies). One "how" might be to average eight new account calls each week.

Here's a multi-part mandate: I announce and declare there shall be no more of the following behavior among printing salespeople.

1 Self-aggrandizement. Print buyers don't want to hear your self-important, self-serving, self-absorbed blather. Satisfy customers every day, and self-satisfaction will accrue to you.

2 Company negativism. Whining and complaining never result in positive change. Positive suggestions for corrective measures can effect change in your company.

3 Customer negativism. Customers can be difficult. They can be demanding. The can be obstreperous. But they are precious. Honor them and covet them. Managing difficult clients is why great print salespeople make the big bucks.

Here comes a tricky decree.

I, the rambunctious, irascible Mañana Man, do forever proclaim a ban on smelling the flowers in the company rose garden.

We've been exposed, recently, at the highest level, to the disastrous effects of this behavior. I'm not standing on some moral soapbox with this pronouncement, I'm only pointing out that company hanky-panky is a distraction that diverts entire organizations from getting their work done.

Now, so as not to incur my wrath, why don't you position your feet in a strategic direction and make it your mission to get out there and sell something!

—Harris DeWese