fbpx
Blog post
June 25, 2019

Consensus, the roadblock to decisions…

We’re all trying to achieve more, with less, all while trying to be better than anyone else. Sometimes you can’t do it alone, and there’s a good chance you need systems or smarter technology to do some of the heavy lifting for you.

It’s at this interval where many stumble – striving for consensus where, really, buy-in is the goal.

For any Marketing or Communications professional, the art of selling a dream or pitching an idea is second nature. However, that art is so often forgotten when trying to get things like new technology, new processes, new approaches, or even new ways of looking at data across the line.

We typically default to aiming for consensus, which by our very nature as people (and roles within organisations) is the wrong metric. Differing perspectives foster innovation, inspiration and fresh thinking – which is great for business, but not great for decision making. By aiming for consensus, we fail to create action. Instead, we create unnecessary stress, and push timelines to the point where we start to see decisions as rare shooting stars – beautiful, yet unattainable.

What we really need to strive for is buy-in. As a concept, buy-in is nothing new – but it’s something that we blur with consensus. It’s not about 100% agreement, it’s about getting enough people to believe in your argument.

Not to sound cliché, but it’s a little like story-telling. Not everyone will read to the end and it may not be their favourite story, but they can certainly see the path, recognize the markers, and believe the characters. The key here is to reach a majority buy-in to keep decisions moving forward.

When you fail to make decisions, the price paid is to the bottom line. Focus on quality, focus on getting the systems you need to free up time for more important things, and focus on putting your best case forward.

Share

Similar articles

Whitepaper
Isentia PH CASE STUDY – Pandemic Effect: How Netizens Intervened the Media to Counteract its Standards of Feminine Beauty

This study covers online discussions relating to a beauty advertisement called Pandemic Effect. It showed a woman’s physical transformation – including having dark under eyes, pimples, growing facial and body hair, and gaining weight amid the pandemic. It came under fire as netizens called it out for body shaming, being out of touch, and insensitive. […]

Whitepaper
Isentia VN CASE STUDY: COVID-19 and the “Big Test” for Retailers?

When the COVID-19 pandemic in Ho Chi Minh City has getting more and more complicated, the continuous social distancing directives by the Government have grown concerns among consumers, leading to panic shopping. This has been causing shortages of goods and price disturbances. Isentia, Asia-Pacific’s Award-Winning Media Intelligence and Insights platform, has looked into the most […]

Whitepaper
Isentia PH TRENDSPOTTING REPORT – Hitting the Mark: The 2020 Tokyo Olympics

This report will provide readers an understanding of the trending topics relating to the Tokyo 2020 Olympics, mainly in the Philippines. Isentia’s award-winning Insights will delve into the top conversations, highly engaged posts, most mentioned athletes, sports events, and common themes, among others. Fill up the form below to download the whitepaper and read more.

Whitepaper
Isentia MY TRENDSPOTTING REPORT – Getting the Jab: An Update on COVID-19 Vaccination in Malaysia

Isentia, the leading Media Intelligence and Insights platform, has peered into understand Malaysians’ sentiment towards the National COVID-19 Immunisation Programme in Malaysia on social media platforms and news sites in this whitepaper. Fill up the form below to download the whitepaper and read more.

Ready to get started?

Get in touch or request a demo.