Death by Corporate Overview
Symptoms: Palpitation of the audience; sleeping audience and, eventually, severe audience loss. Audience members doodle aimlessly, glance at watches repeatedly, furtively use Blackberries, and bang heads on walls.
Examples: “Oh my God, no more slides…” “No, I’m not interested in their founding fathers, their revenues-to-date, the geographic locations of their offices, and I’m really not interested in their mission statement.” “Please let this be over…!”
Cure: Perform an immediate Radical Overviewectomy. Replace with two or three crisp, focused sentences, e.g., “Good afternoon. We’re ABC software, we’ve been in business 12 years, providing forecasting solutions to customers in manufacturing, high tech and other industries for over 2000 customers in 18 countries around the world. Now, let’s talk about your situation.”
In extreme cases where there is clear and extensive Marketing Metastasis, a deep cut may need to be made into MarCom to help address the root cause.