Avionics News February 2016 - 52
P A T R I C I A
L U E B K E
Practical advice for
1. Limit the number of people
in the approval process.
Consider which departments and staff members
to involve in the marketing project, and limit the
approval process to those folks only. It's usually
wise to have a technical expert such as someone in
your engineering department review what you've
done. So unless your company picnic save-the-date
email includes the suggestion, "Let's all get drunk
and drive home," your company lawyer probably
doesn't have to approve the invitation.
2. Speak up sooner rather than later.
If you see something you don't like or needs
changing, the earlier you speak up in the
process, the better. In other words, don't wait
until the website is about to be launched or the
file is being sent to the printer to say you don't
like the headline or a specific photo. The higher
you are in the food chain at your company, the
more important this guideline becomes. Don't
play power games with the approval process. It's
why you'll often hear, "This is the final, final
version," or even "This is the final, final, final
version" because the "final version" turned out
not to be, you know, final.
his is the first in a series of marketing tips
that reflect what may be happening in your
own company. Not theory. Not academic
studies, but simple, practical, real-world advice to
help you market your company in a more effective and
So let's start with the end in mind: how to get a
project finished. The ability to get something done,
out the door, distributed, and in front of the eyes and
in the hands of your customers can't be undervalued.
IBM software engineer and author Fred Brooks
famously said, "How does a project get to be a year
behind schedule? One day at a time."
Whether it's the company Christmas card that's
so late you decide to skip it this year or the budgetbusting rushed printing job to get the sales brochure
produced in time for a trade show, simply getting
things done plagues companies worldwide.
One ugly roadblock to accomplishment is the
approval process: making everyone involved with
the project happy with what's being created. From
the lawyer to the in-house grammarian to the head
of sales, everyone wants to be heard. Let's start with
some tips on speeding up the approval process so you
never have to pay rush charges again.