Alexander Hiam on Marketing
Alexander Hiam encourages organization leaders to look at future possibilities of achievement rather than concentrating on the current status of organizations. The way to achieve these goals is to discover what the customers of the organization desire and then discover the means to communicate that the organization offers what the customers desire. Communication can appeal both to the rational decision making and the more irrational emotional decision making. He advises that one generally should choose to appeal to either the logic or to the emotions of consumers and that appealing to both weakens the appeal. When planning these communications, leaders should have contingency plans and be flexible to change these plans should problems arise concerning the communications.