BRIEFING #3: It’s [ALL] in the Marketing… | PPI Global

This is the third of a SIX-PART BRIEFING SERIES to help you bust through barriers you might be confronted with as a performance improvement (PI) professional.

During a meeting in Denver last week, I told a team of senior leaders, “It’s all in the marketing.”

This may sound a bit superficial when the topics are as serious as safety and human error, but the truth is, HOW you say things is critical for (1) getting attention, and (2) stickability.

In this briefing, I want to cover TWO key points to provoke some brain work regarding HOW you can become more effective in your efforts to elevate human performance.



There is a common perception that TIME is our most valuable resource.  It’s…NOT.  We all have the same 24 hours in a day.  Your most valuable resource (when it comes to influencing others) is…ATTENTION.

Think about it…

Have you ever seen one of those whacky car commercials on TV where you have no idea what’s being advertised until the very end?  That auto company just spent thousands of dollars (millions during the Super Bowl) to get your…attention.

When you have participants in a training class (or in a one-on-one coaching discussion), you HAVE their time (they’re typically required to be there).  If you want to have any impact however, you must get their attention.


Check out the magazine cover to the left.  This is “Mens’ Fitness”.  What’s the picture on the cover have to do with…fitness?  Well…it got your attention, didn’t it?

I rest my case.


Any time you attempt to influence someone to do anything, his or her response will be based upon two internal questions that are instantaneously processed.  The first question is: “What’s In It for Me (WIIFM)?”  In other words, “Is this tangible…to me?”

If you get a “no” to this first question, you’re finished.  You will NOT be influencing that individual.

Providing you get a “yes” to the first question (in other words, they perceive that there IS something in it for them), the second question becomes: “Can I do this?”  In other words, “Do I have the ability?”

If you get a “no” to this question, once again, you’ve been shut out of your ability to influence.

When you get a “yes” to both of these questions, you’ve opened a door.  The person may now let you in, providing what you have to offer continues to appear worthwhile.

So the lesson here is quite simple…

FIRST, you must get their ATTENTION.

SECOND, EVERYTHING you communicate/implement in your efforts to improve performance must be:

(1) Delivered in the context of what’s in it for them, and

(2) Be fast, simple and easy

HOW you do (and say) WHAT you do (and say) is critically important.

Any questions/comments?  Please enter them below.

For freedom from error,


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