Your CEO decides that he needs a blog because your top competitor launched one for their CEO. What do you do?
- Tell him that’s a dumb reason to start a blog and talk to him at length to make sure that he really understands what he is getting into.
- Get his feet wet with a blog for his employees first.
- Get the PR department to work with him to make sure that he doesn’t do anything stupid.
- Set him up and let him try itthat’s the way all bloggers start.
None of these answers are awful, but the best way to show your CEO what it takes is to let him get started. By getting started with employees rather than customers, if he really screws it up, you can just call the whole thing off. Sometimes “doing it wrong quickly” has its limits–you don’t want to make a mistake that can’t easily be fixed. On the other hand, lecturing him about his dumb idea probably won’t make any impression—it’s best to let him try it in a low-stakes environment.
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