Elevator buttons

Gilded Cage

Gee Ranasinha Business, Communications, Marketing

Elevator buttons

The higher up that you progress on the corporate ladder, the more insulated you become from your business – and, by association, your customers.

By the time you make it to the upper echelons, you’re almost encased in a corporate-created bubble. Your calls and letters are screened. You only accept meeting invitations from senior management. Only outsiders with pre-approved appointments make it into your inner sanctum. You have lunch with the same people, socialize with the same group of friends.

The flip-side to getting the key to the executive bathroom is that you lose touch. The problem with business today isn’t too much information, or too many meetings. It’s too much insulation. When’s the last time you picked up the phone and called one of your distributors, resellers, or customers? What would happen if you went and visited an end-user of your product or service?

It’s important that you retain that personal identification with your target market. Know them. Understand them.

After all, it’s what got you to the top floor in the first place.

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About the Author
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Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at https://kexino.com/gee-ranasinha/


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