Have you ever entered into a situation and felt like everyone knew what was going on - except you? Or, worse yet, ever been in that situation and NEVER knew that everyone except you was in the know?
Conversely, have you ever been on the inside track? Ever been the person who knew exactly what was happening, even when no one else did?
We all know which situation feels better, and where we are more powerful.
Check this famous Pepsi MAX promotional video featuring "Uncle Drew", then read on.
SPOILER ALERT: I'm going to clue you in. "Uncle Drew" is not a 60-year old man. He is actually the 2011-2012 NBA Rookie Of The Year Kyrie Irving. And he is one of the very few people in this video who know what is actually occurring. Needless to say, Kyrie enjoys a tremendous advantage during this event.
Why this matters in B2B Marcom:
Let's say someone from your organization is speaking at a technical conference, presenting information at an exhibition, or meeting a key customer - maybe making a critical demonstration. Certainly THEY know what they are going to do and say - they've probably rehearsed a ton. But, do they know if Uncle Drew is going to be in the room? Is there a key customer in the audience? A key decision maker? Are competitors in the house? Is a hiring candidate in the room? If any of the answers to these (and more) questions is "yes", then what are their motives? And what should you do next?
There is no way to know everything, but very few people take the time to consider the potential scenarios that lie before them. Even scarier, not too many people "work the room" (or the organizers) in advance of the engagement. When we don't do that, we miss opportunities to learn if an "Uncle Drew" will be present. When we DO think ahead, we set ourselves up to enjoy a tremendous advantage. And THAT is exactly what we all strive for in B2B Marcom.