Great answers to tough questions at work

Great answers to tough questions

In my role as a senior FMCG marketer, I occasionally have to deal with the media, but more often my tough questions are internal.  How do I influence a change of direction in company strategy? How do I get Sales on board with a new campaign? And how do I handle tough trade questions about my products?  So, any book that promises to show me not only how to negate negative questions, but actually turn these into an opportunity for greater openness to the ideas, is a book I am interested in.  

Michael Dodd comes from a background in journalism and is someone who has considerable years of experience ‘applying the blowtorch,’ to senior politicians from around the world.  From his time as a journalist and now a consultant, I was pleased to find that he has written a book that is both approachable and immediately practical.  Michael takes you through the theory of answering tough questions, demonstrates how to do this with real world examples, and then lays out the tools to prepare for your own tricky situations.

The book covers a lot of ground, which I valued, although at times the depth wasn’t as much as I would have liked.  Key topics included how to find out what your audience is interested in, improving your story telling and presentation skills, all with a focus on how to prepare and structure the answers to tough questions.  I have already started applying his suggestions in my work, and intend to use this book as a learning tool for other members of my team as they navigate the challenges of selling a vision.   
This is an engaging, easy to read book that provides you with the theory and tools to not only perform under tough questioning, but also to turn these questions into an opportunity to help you become more effective in having your ideas and ambitions realised.
 

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