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Audience Response Systems, Effectiveness Examples: Example 2 - We've Done
That Before.
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Audience Response Systems, Effectiveness Examples:
Example # 2 -- We've Done That Before
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| Background: |
| A major canned food company has
been losing market share to a new product line from a well known
competitor. In a small meeting of about 12 top executives,
they dissected the new product and compared it feature-by-feature to their own. With some potential reasons as to
why people were beginning to choose a competitive product, they
worked at formulating three potential strategies for
combating the problem. |
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| Throughout the day, they used an
audience response system to rate importance, relevance, and
viability. This allowed them to make decisions quickly and
accurately. As the day came to a close, they had developed
a single strategy that seemed most likely to succeed in getting
consumers back to their products. |
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| The process had been led by a
consultant who then asked everyone to comment on the newly
formed strategy.
The last person to comment was Jack, the CEO. While
everyone else had been quite bullish, Jack was not. He
tore into the strategy and ripped it to shreds. But, when pressed for
specific reasons as to why
it would fail he said 'We've done that before, and it just won't
work'. |
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| The group was dumbfounded.
They had worked all day at a solution. Everyone seemed to
believe it was the best answer to the problem. Yet, in
under five minutes, Jack destroyed all of their work. Many
were wondering if this didn't have more to do with Jack's ego,
than anything else. The consultant announced a five minute
break. He then conferred with Jack privately for a brief
minute, and explained that he was about to call a vote. |
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| Upon return from the break, the
consultant told everyone "We are going to use our keypads again.
I need honest answers, and remember, the system is totally
anonymous." |
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| The Question: |
| Do you agree with Jack's assessment
that this strategy simply will not work? (Yes, No, Unsure) |
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| The Results: |
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As it turned out, Jack was the only one who
voted yes. The others had worked hard on the problem and
where confident that they were on the right track. Ultimately,
Jack decided to allow this team to move forward with their plan.
One year later, they had reached the goals that had been set in
this meeting.
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| Conclusion: |
| Without the use of an audience
response system, social inequality would have prevailed.
Few if any would have taken a stand against Jack's position.
After all, Jack was the boss. Jack too learned a valuable
lesson. Maybe shifting away from his command and control
style would be necessary to the company's survival. |
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