Rainmaking Secrets

Dominic Dodd and Ken Favaro in their book The Three Tensions tell us about the daily pressure managers have to produce short-term earnings. To meet short-term targets some 81% of managers surveyed said;

“they would cut back on R&D, marketing or IT if necessary to meet a short-term earnings goal.”

More frighteningly;

“77% said they would often, or sometimes delay a project to meet a short-term earnings goal, even if the project would be profitable.”

Dodd and Favaro show the excuse most mangers offer for focusing on the short-term - that capital markets are biased towards short-term earnings - is largely a myth.

Managers create their own problems by projecting unrealistic short-term targets. They would be better off setting realistic goals based on sustainable earnings.

The trick is;

“to manage the long term by managing how the short-term is produced.”

Popularity: 2% [?]

If you need advice on a specific marketing issue or staff training please ring me on +64 4 499 6770 or email me, or you can use our contact form. And if you loved this article, don't forget to subscribe to by Email or RSS feed