I was asked today to write something about AG Alberto Gonzales' resignation. I could offer an opinion and I don't like doing such things. For one, I don't think I'm qualified. For two, why would anybody be interested in my opinion about Alberto Gonzales? Clients come to NextStage and ask similar such questions about their marketing material, their strategies, lots of things. I tell them I'm not qualified to give an opinion. What I can do is use NextStage's TargetTrack software to analyze what was really being communicated. Lots of companies use us for that and I've written about it several times.
Before reading TargetTrack's findings, note that we used the TargetTrack video decoder, not the TargetTrack available via our website. Also, TargetTrack is the ultimate impartial observer. It has no biases, prejudices, political affiliations, concerns, beliefs, etc. It doesn't worry about what might happen tomorrow or what happened yesterday. It's only concern is "What does this mean right now?"
Gonzales communicated that he- makes decisions by talking things over with himself, not others.
- tends to focus his full attention on what he's deciding about
- is not a good multi-tasker
- makes decisions by figuring out the worst possible outcome then avoiding it
- finalizes his decisions based on a gut feeling
- often can't describe or relate his decision making process
- doesn't make decisions based on personal experience
- doesn't understand or make use of processes easily
- has a poor time sense
- is confused by arguments involving time- or process-based statements or examples
- avoids making a decision when the only information they are given is either time or process based
- easily accepts information that points out flaws or errors in their own or someone else's logic
- tends to over or under commit and becomes frustrated with himself when he realizes that he's over committed himself
- most strongly believes he does not require supervision
- strongly believes he works well with others
- believes his abilities to serve and his competence are about average
- believes his trustworthiness and reliability are below average (note that the these two communications could truly be "of the moment")
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- What your marketing is REALLY saying
- NextStage's TargetTrack tool
- IMedia Brand Summit on 9-12 Sept 07
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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