Magazine article Management Today

Weak at the Top

Magazine article Management Today

Weak at the Top

Article excerpt


As a marketing-led, customer-focused company we continually update our brochure. Well, every time some Johnny No-stars at BT changes our telephone numbers. Organising the corporate brochure is like organising a wedding: everyone wants to be included and you're bound to upset someone somewhere. IT Director asked why we needed a brochure at all when we've got a million-quid web site. I said it's because 95% of the hits on our web site ask for a brochure (subtext: IT know precisely FA about marketing). Human Remains have called me in for a quiet word, which probably means some girlie's weeping into her fruit tea over some constructive feedback I gave her. In fact they told me they've noticed Bill Peters' binge drinking and they think it's a cry for help. I immediately volunteered to help.


Time to ruin someone's life by giving them the corporate brochure monkey. Asked Hayley (secretary] if I was supposed to be mentoring anyone and if so send them up. Someone called Angela Cowley shows up; low tot factor and nasty pencil-case mind. I tell her we should start by getting a good photo of Chairman. She says we should start by talking to customers and added that she majored in internal communications at Business School, She'll be the expert then. Bill Peters rang and I heard his cry for help. Had lunch and even after three bottles of red we still couldn't see what the drink problem was. We committed to exploring it further if we could put it on HR staff welfare budget. Sir Marcus rang through to say brochure should start with a fantastic quote he'd heard but couldn't remember. Felt sure we'd know it.


Photo-shoot with Sir Marcus and board. I told Angela that her job was to swoon over photos of Sir Marcus even if he looked like Goofy's dad. She said that Business School said contents of brochure should be consistent with company mission statement. …

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