Marketing isn’t just for customers, and in a sense your team is your customer too. It is a foolish boss that thinks just because your team reports to you or that you are the boss, that they will buy in to what you are saying.
Treat your employees like the internal customers that they are. Package your new idea or project you are going to assign them with the benefits to them in mind. When you work more on selling them the idea you help them get excited about it which in turn prompts them to work harder to realize success. If you merely roll-out your idea as a directive you may only get half the effort.
Failure to do this, especially with a big change or a change that calls into question their effort, you will spend many months resisting the change and trying to stand your ground. If the group resisting the change is large enough, the “new thing” will fail. I have also found success building allies within the ranks who are able to achieve the goal and then spread the word on the benefits of doing so.
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