Page 63 - Great Communication Secrets of Great Leaders

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The truth is it is almost impossible to kill a great brand, and mar-
keters and agencies have to remember that. . . . The compulsion
to change is often the wrong route. What they should do is accept
who they are, and then express that in a meaningful and relevant
way.
Shelly Lazarus

LEADERSHIP

COMMUNICATIONS

PLANNING

HE NEW PERFORMANCE EVALUATION SYSTEM was not going over well. In
fact, the new appraisal process was met with outright hostility—if hall-
T way conversations were any indication, most managers were refusing
to use it at all. The director of human resources was beside herself. This new
appraisal system, which was designed to be easier to use as well as more com-
prehensive and more equitable, seemed destined to be dead on arrival.
Although the new system was designed to be used online and replace the old
paper-and-pencil form, managers were very suspicious. Employees, who were

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