{"id":7,"date":"2008-02-17T15:56:00","date_gmt":"2008-02-17T15:56:00","guid":{"rendered":"http:\/\/chicagoexecutivecoaching.com\/smartleadership\/?p=7"},"modified":"2023-05-11T14:39:38","modified_gmt":"2023-05-11T19:39:38","slug":"a-lesson-in-higher-level-communication-from-an-800-pound-gorilla","status":"publish","type":"post","link":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/a-lesson-in-higher-level-communication-from-an-800-pound-gorilla\/","title":{"rendered":"A Lesson in Higher Level Communication from an 800 Pound Gorilla"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7\" class=\"elementor elementor-7\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b380205 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"b380205\" data-element_type=\"section\" 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class=\"elementor-heading-title elementor-size-default\">A Lesson in Higher Level Communication from an 800 Pound Gorilla<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c1117e elementor-align-center elementor-widget elementor-widget-post-info\" data-id=\"2c1117e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-fcfa45b elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/author\/lbwebmaster\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-user-circle\" viewBox=\"0 0 496 512\" 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14.4-25.7 19.9-40.2l10.6-28.1-20.6-21.8C69.7 314.1 48 282.2 48 240c0-88.2 93.3-160 208-160s208 71.8 208 160-93.3 160-208 160z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-comments\">\n\t\t\t\t\t\t\t\t\t\tNo Comments\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a17d19d elementor-widget elementor-widget-html\" data-id=\"a17d19d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div style=\"text-align:center;\u201d>\r\n<span class=\"bsf-rt-reading-time\"><span class=\"bsf-rt-display-label\" prefix=\"Reading Time\">\n\t\t<\/span> <span class=\"bsf-rt-display-time\" reading_time=\"1\"><\/span> \n\t\t<span class=\"bsf-rt-display-postfix\" postfix=\"mins\"><\/span><\/span>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-70a0327\" data-id=\"70a0327\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-228f411 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"228f411\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-content\/uploads\/elementor\/thumbs\/Gorilla350b-qon9i7qzc88qb2xg1hyc1e5ilw41ja1w9rnfuxeiv4.png\" title=\"Gorilla350b\" alt=\"Gorilla\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-53fe690 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"53fe690\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a562b28\" data-id=\"6a562b28\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ce294bb elementor-widget elementor-widget-text-editor\" data-id=\"5ce294bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-content\/uploads\/2008\/02\/gorilla-ms.jpg\"><img decoding=\"async\" class=\"alignright size-full wp-image-1711\" title=\"gorilla-ms\" src=\"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-content\/uploads\/2008\/02\/gorilla-ms.jpg\" alt=\"\" width=\"148\" height=\"189\"><\/a>This is a marketing topic. I was, as first reluctant to put it here in a leadership blog. We can likely agree that influencing skills are important part of effective leadership. And for those of us who want to improve at getting people (like prospective customers) to do what we want them to do, I share this discovery. It involves that 800 pound retailing gorilla, Wal-Mart. Their advertising tag line has progressed over the years. As consumers of their advertising, let&#8217;s reminisce.<\/p><h3 style=\"text-align: center;\"><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\"><span style=\"font-style: italic; font-weight: bold;\">Always the low price. Always.<\/span><\/span><\/span><\/h3><p><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\"><br \/>Then they altered (perhaps backpedaled) their promise to <span style=\"font-weight: bold; font-style: italic;\">Always Low Prices<\/span>.<\/span><\/span><\/p><p>Last fall, Wal-Mart updated their slogan to <span style=\"font-weight: bold; font-style: italic;\">Save Money. Live Better.<\/span><\/p><p>Why change after 19 years. Is this an improvement? If so, why?<\/p><p>I believe so. Here&#8217;s why&#8230;<\/p><ul><li><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">The slogan is in keeping with the values of founder Sam Walton who was known to proclaim: &#8220;We save people money so they can live better&#8221;.<br \/><\/span><\/span><\/li><li><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">It provides a sense of purpose for Wal-Mart associates. This is <span style=\"font-weight: bold; font-style: italic;\">why<\/span> they do what they do.<\/span><\/span><\/li><li><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">Remember studying Abraham Maslow and his hierarchy of needs? This slogan serves to address higher order human needs and thereby connects with prospective customers in low, middle and high income demographics.<\/span><\/span><\/li><li><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">The answer to the question: <span style=\"font-weight: bold; font-style: italic;\">Why<\/span><span style=\"font-style: italic;\"> is it important to save money?<\/span> is no longer left to the imagination. It goes beyond stating a rational feature. It describes a benefit and on a higher emotional level.<\/span><\/span><\/li><li><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">Which would you prefer: Getting a low price or living better?<\/span><\/span><\/li><\/ul><p>\u00a0<\/p><p><span style=\"font-size: 85%;\"><span style=\"font-family: arial;\">So there it is. With four simple words, Wal-Mart is doing a better job of attracting both customers and motivating their associates. Its the kind of efficiency we&#8217;ve come to expect from <span style=\"font-style: italic;\">The Waltons<\/span>.<br \/><\/span><\/span><span style=\"font-size: 85%;\"><br \/><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This is a marketing topic. I was, as first reluctant to put it here in a leadership blog. We can likely agree that influencing skills are important part of effective leadership. And for those of us who want to improve at getting people (like prospective customers) to do what we want them to do, I [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7647,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[106,14],"tags":[],"class_list":["post-7","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-attraction","category-motivation"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-content\/uploads\/Gorilla350b.png","jetpack_shortlink":"https:\/\/wp.me\/p1I2Yr-7","_links":{"self":[{"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/posts\/7","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/comments?post=7"}],"version-history":[{"count":0,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/posts\/7\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/media\/7647"}],"wp:attachment":[{"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/media?parent=7"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/categories?post=7"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chicagoexecutivecoaching.com\/smartleadership\/wp-json\/wp\/v2\/tags?post=7"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}