War in the Boardroom

There’s a war going on.

Which side are you on?

The left side? The right side?

Not sure what you are?

Take our quiz to find out. www. LeftRightBrainQuiz .com www. Ries .com

Management vs. marketing. They don’t think alike.

Verbal Logical Analytical Management: Left brainers.

Marketing: Right brainers. Visual Intuitive Holistic

A left brainer is verbal.

A right brainer is visual.

Left brain takes in information in series. Zeros in on the details.

Sees the big picture Right brain takes in information in parallel.

Reality vs. Perception. Management deals in reality. Marketing deals in perceptions. Marketing Right Left Management

What’s a Hyundai? Cheap.

What did management do next? USA Today, January 8, 2008.

The $40,000 Hyundai Genesis.

Changing the reality doesn’t change the perception. Cheap.

Certainty vs. Uncertainty. Management knows what will happen. Marketing is never quite sure. Marketing Right Left Management

“ The best idea I’ve ever had.”
KFC.
Pizza Hut.
Taco Bell.

“ The best idea I’ve ever had.” A clear cola.

Reality. Tastes like Pepsi but clear.

Perception. Tastes like water.

Full line vs. Narrow line. Management favors a full line. Marketing favors a narrow line. Marketing Right Left Management

Compare Motorola with Nokia. Computers, radios, satellite systems, semiconductors, cellphones. Cellphones.

Compare the financial results. 10-year sales $329.3 billion. 10-year sales $370.1 billion. Net profits $5.4 billion. 1.6 percent. Net profits $44.0 billion. 11.9 percent.

Verbal vs. Visual. Management thinks verbally. Marketing thinks visually. Marketing Right Left Management

The first rotisserie chicken.

Then they expanded. Adding turkey, meat loaf and ham. And changed the name to Market.

You can visualize “chicken.”

How do you visualize “market?” ?

Boston Market went bankrupt.

You need two things. A verbal nail. A visual hammer.

Marlboro’s verbal nail. Man’s cigarette.

Marlboro’s visual hammer.

To hammer the word in mind.

Better vs. Different. Management wants better products. Marketing wants different products. Marketing Right Left Management

The first energy drink. 8.3-oz. can.

Everybody tried to be better.

Except Monster. 8.3 oz. 16 oz.

A strong No. 2 brand.

Brand vs. Category. Management thinks brand first. Marketing thinks category first. Marketing Right Left Management

A brand is the tip of an iceberg. Nintendo Film photography

The iceberg is the category. Nintendo Videogames.

Sony is the brand. Sony Film photography

But what’s the category? Sony ????????????

Big Bang vs. Slow Takeoff. Management wants instant results. Marketing expects a slow takeoff. Marketing Right Left Management

The first Internet grocery store. Launched with massive ad campaign. Two years later, they folded, losing $800 million. .

The same strategy as Webvan. $200 million a year and profitable.

Webvan vs. Fresh Direct. Ten cities. One city. Big ad launch. PR only. Failure. Success.

War in the Boardroom Read the book to discover the 25 differences between how Left-Brain Management thinks vs. how Right-Brain Marketing thinks.

War in the Boardroom. On sale now!

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War in the Boardroom

by Laura Ries

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