The X Factor – cXo engagement
What is it that turns a provider of technology Lego bricks into the boardroom partner of choice in respect of their most pressing concerns / strategy?
Some tech firms feel more comfortable engaging with the Lego brick manager. This approach minimises failure.
Increasingly more tech firms recognise that their long term success requires engaging with organisational leaders and so turn up to the audition, if they are lucky enough to be invited.
Unfortunately many such firms, in the same style of the X Factor show, are ridiculed for their poor preparation, inability to engage with their audience in a meaningful manner or for the absence of anything compelling in their audition.
Worst still many tech firms squander the opportunity by assuming they have been successful before they have impressed the judges and launch straight into what will happen after the audition, ie the digital benefits of buying their offerings.
This is cringeworthy for the judges. And of course it is traumatic for those on the receiving end. Worse still this golden opportunity has moved your organisation from brand-curious to brand-negative in the eyes of these influential buyers.
Tech firms that do this well recognise that they are in the business of selling trust. And having achieved that they sell relevance. Only then does the topic of doing business become appropriate.
It is better that tech firms stay away from the boardroom than go there with no real understanding of how the game is played.