When it comes to marketing, word of mouth is said to be ten times more influential than a commercial. People trust their friends more than they trust a for-profit company.

E&C professionals working in large organizations face the same credibility problem when they rely on mass marketing to deploy a new policy, a new training or implement a new control. Employees will buy in more if they believe it is important to their supervisor.

And that’s true of every level of supervision, all the way to the CEO. Which means that our CEO can’t rely solely on global video conferences to support our key activities. She must have a series of small group or one-on-one meetings with her subordinates, take the time to convey how important this is to her, and ask them to do the same down the chain.

It’s more work upfront but we all know the waste associated with initiatives launched without proper support.

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