Ruth Saunders, Author, Marketing in the Boardroom: Winning the Hearts and Minds of the Board

Introduction

An unfortunate but familiar scenario frequently plays out.

A team comes up with a breakthrough idea that could not only drive short term growth but also ensure long-term financial stability. But once in the boardroom it all falls apart, with members exposing cracks in the investment strategy where outcomes have not been clearly outlined or supported with adequate financial projections or relevant data. Defeat hangs heavy in the room, offset with blank stares and the demand to re-write plans.