I recently overheard a conversation between neighbors chatting about a local mechanic's shop. The people were complaining about how this particular local mechanic tried to upsell them on additional services and charged them $100 just to turn off their engine light without even fixing the issue. It seems that this mechanic is known in the area for this type of "customer service".

Last time, we considered that it's hard to execute a communications strategy. This time, we'll examine 4 detailed reasons that this execution fails.

With most of our clients, we see a considerable gap between their communications goals and communications results. And, almost all of these clients immediately identify the primary solution to be a new strategy. The question is, however, whether this is the right choice.