When a company becomes too attached to its products and services, it is known as “Drinking The Kool-Aid”. This refers to companies that fail to take into consideration the needs of customers or the media. I’ve seen companies blinded to the reality of the world by their beliefs and philosophies, which has led them to offend the many stakeholders that depend on their success or failure.
“Team spirit” is different from “Drinking the Kool-Aid.” It is lovely to have passion for your organization’s vision and mission. This is the C-Suite executive, or business owner, who fails to realize that their company exists to meet the actual need of their audience.
The Ford Edsel is a classic example. The Ford Edsel is a marketing failure that failed to understand their customers’ needs. Its failure can be attributed to several factors:
A large committee designed the Edsel. Time magazine described it as “irrational groupthink.” The Edsel designers focused on creating a vehicle that would meet the needs of a segment. It was called “Edsel”, which didn’t help.
They misunderstood the research. Ford spent thousands of dollars in market research. They didn’t realize that people lie in surveys and tell researchers what they want. Ford’s interpretation was flawed, despite some arguing that the survey data was valid.
The car was ugly and had many mechanical problems. It was challenging to put together by the assembly lines. The taillights were a source of complaints. However, the most negative feedback was about the front grille. It looked like an Oldsmobile sucking on a lemon, and there were other insults.
When pitching your next story to the media, consider Ford’s mistakes.
1. Get your head out of the sand.
Your target audience and the media are looking for stories that entertain, educational content, and solutions to problems. You should find ways to offer information, products, and services that are relevant to the media’s needs, not your company’s financial requirements. Also, think about the needs of the media outlet that you are pitching rather than pushing a story that only meets your agenda.
2. Reach out to media that are interested in your industry.
One of my editors vented at lunch the other day. Her work covers women’s issues, wellness, and she receives daily press releases and pitches on animals, auto racing and food. Although she used to forward these releases to the relevant news desks, she has been deleting them lately. Do some research before you send out press releases or requests to be covered by any media outlet. Learn what they need in order to do their job. You will be appreciated for it, and you will get good karma.
3. Before you release your product or service to the media, make sure it is thoroughly tested.
The Edsel was a hit with the press. It was the “fun thing” to criticize. It became the “fun thing to criticize.” Your offering should be a smooth operation with well-trained, friendly employees.
The Edsel was once called “the wrong car at a wrong time.” Don’t drink the Kool-Aid, and instead take care of your stakeholders.
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