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Avoiding the Soft "Yes"

Harvard Business Review

The project team had spent the past six months designing a new strategy to accelerate growth in a critical emerging market for a multibillion-dollar multinational. The last page of the 50-page document concluded the compelling story with a small request — four dedicated individuals for six months and $250,000 to conduct an in-market pilot. The project leader believed the modest request would translate into an easy yes.