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A Hot Mess: Prevent decision-by-committee from weakening your brand


Most of us have an inner urge to help. Some even assume it is their duty, nay, divine right to inject their opinion on any subject, regardless of any deficiency of qualification in or experience with the topic.

Corporate America is rife with this syndrome. If you have ever been on or subjected to an executive committee, you know the drill: the group is asked for feedback on something presented. Rarely will anyone say, “Great, perfect, don't change a thing. This was done by a professional who obviously knows what he/she is doing and it meets our directives and goals.” Instead, participants feel compelled to weigh in with edits or additions—that often add no value. Humans in committees are like dogs going down the street: each one must leave their mark to show they've been there.

The challenge with this process is that it muddies the waters and dilutes the results. In decisions that affect the brand, clarity is key. So, how do you prevent this?

When you engage an internal or external professional to develop a plan, project, or design

Examining the impact and import of alterations against objective criteria preempts subjective and emotional decisions. It is always tempting to want to contribute. However, avoiding capricious changes will make your project a roaring success instead of a hot mess.

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Next Issue:

Bargains and Band-aids—Quick fixes are a slow death for your brand

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