DMG applies principles that are fundamental
to business, marketing and campaign success:
Adopt
the Political Campaign Model :
Mobilize and focus your organization.
Understand what the election is all about, when ‘election
day’ is and what votes you have to move to win.
Create
Achievable Objectives — Do the Doable :
Focus on achievable, “momentum objectives”
and create a discipline that asks: “How is this dollar going
to win a ‘vote’?”
Focus
Your Strategy — Move the Movable :
Target only the votes you must and can
move to win — so focus on attitude, not demographics, in
your marketplace and in your company.
Communicate
“Inside-Out” :
Sell your employees, partners, friends
and family — and transfer ownership of your strategies from
the inside out. As legendary Alabama football coach Bear Bryant
said, “Dance with the girl that brung ya.”
Forget
Reality — Perceptions Rule :
Understand what the audience — employees,
customers, prospects or voters — thinks. Remember, perceptions
shape the attitudes that shape decisions in the marketplace or
voting booth.
Herd
the Details — Remember, Everything Communicates :
Every detail, no matter how tiny, is either
adding or subtracting value from your business. Everything you
do and say is important in building your brand and business.
Deal
with Crisis as SOP :
Crisis today is the steady state. Change
is constant. So create a strategy that doesn’t brake for
crisis. And, above all, resolve to play offense — to win
— no matter what kind of crisis you are in.
