Another way to approach your client is to point out the risks because we know that risk and loss are the biggest motivators for change. Nothing hits home like showing how a company's current situation puts specific business objectives at risk. Using the priorities and pains from Understand the Business Situation section, think about which risk below might resonate with your contact the most. Use the statistic you come up with below in your email (previewed on the previous page) or in conversation.

# of Green lights vs. # of Red lights - over the past year, over the past 5 years

# of times or amount of time spent testing the same initiative

# of initiatives that aren't "Ready" on Need/Desire

Average time spent to get to a "Ready" concept

MBO % missed by and average amount

Money/wasted spent on failed launches

Extra marketing $ recommended to prop up launches