The Pollsters were right. The 2012 US Presidential race was indeed a very close call. The popular votes were almost evenly divided. It surely must have been a dilemma for many a voter to choose between an incumbent with a poor performance record and a challenger whose position they were still figuring out.
Eventually, the long drawn, hard fought battle did produce a decisive outcome but what took many by surprise on the results night is how quickly the winner was projected by the TV networks. The ‘party time’ for the other camp was over way too early that evening!
As I watched this elections drama unfold, I couldn’t help draw parallels with the world of business where it is almost always a close call when it comes to winning or losing major contract bids and projects. Among many important aspects in that decision process, there were a few factors that reinforced the key to the winner’s edge.
Show a ‘real’ Plan
Irrespective of sharp divisions, beliefs and bias, the target audience is looking for a ‘real’ value proposition backed by a credible execution plan. “How it will be done” matters to them more than “Can do” rhetoric. As it turned out, the one considered favorably was someone with a plan although it’s still in the works over the other contender who was perceived to be short on a specific game plan on most important issues.
Connecting with the Key Stakeholders
Getting the popular vote is important but what’s more critical to the outcome is winning the key battleground states. Knowing them, connecting with and winning over all those important stakeholders in the decision making process is an important strategic differentiator. The 1 % in Ohio made all the difference!
Working Ground Up
Identifying and getting to the fast growing & emerging constituencies and building strong equation with them by being in the trenches is a great investment to ensure that the proposed solutions and game plan addresses their burning platforms. The winner carved out a huge 20% to 40% more votes from the fast emerging and influential Youth and Hispanic segments.
It’s a wild ‘viral’ world
The ‘47%’ comment is going to haunt the loser for a long time. Presumably it was made with the belief and comfort of being among a small exclusive audience at a closed door event. However, in today’s digital world, nothing stays in Vegas as the Royal Prince discovered too! So, it is best to avoid fallacious and flippant comments in any form or anywhere including Airport lounges or restrooms. You never know if you have a client or a prospective customer there!!
Getting the facts right
Finally, nothing hurts one’s credentials more than being caught misleading with wrong facts or claims. In this age of Google, the fact checkers are at it in real time and they catch you on the wrong foot immediately. In the long run, having the right facts and data is the best ammo for gaining the right attention and credibility in Ads, Debates and Presentations.
The jury is still out on the electoral choice made but obviously there is more to a winner’s strategy or game plan. The above factors, however basic, make a difference in those close calls in any contest – politics or business. The critical one point difference!
- by Suresh Sethuraghavan, Practice Lead, Global Emerging Markets Strategy