A recent study from McKinsey focused on a slightly different, but related question: "what do shoppers (“important people”) really want from personalized marketing?" I chuckled, reading it, because it reminded me as an executive development specialist of what my clients (my “important people”) really wanted from me. The McKinsey stuff provides immensely transferable ideas.
Nearly all their suggestions apply by analogy to those of us who are taking care of our own career. Those who want the support of significant people, including bosses, or others inside or outside of their firm.
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