What You Know

by Roger Pynn

I’ve been thinking about how the economy has changed business. Like almost everyone, our business has changed dramatically. Budgets have been drastically reduced as clients have seen their business negatively impacted by the recession. Fear has caused many to keep their powder dry on new projects.

But everyone still needs help. Organizations need visibility. They need to protect their reputations. They need to communicate with stakeholders.

The challenge is to help people who may want to see the light at the end of the tunnel, but for whom the next bend in a tunnel that still seems very dark is likely far more important.

Just as Rome wasn’t built in a day, rebuilding markets is going to take time and smart investment of communication resources. And that starts with carefully identifying those most important to you, most likely to buy from you and most likely to endorse you.

In fact, it may not be what you know but who you know.

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